| An Analysis of the Causal Relationships between Cognition, Attitude, and Behavior toward Appearance Management |
| Kwanghee Park1, Hwasook Yoo2 |
1Department of Fashion Marketing, Keimyung University
2Department of Clothing & Textiles, University of Ulsan |
| Corresponding Author:
Hwasook Yoo ,Tel: +82-52-259-2735, Fax: +82-52-259-2888, Email: uhwas@ulsan.ac.kr |
|
Received: August 31, 2011; Revised: September 7, 2011 Accepted: November 28, 2011. |
|
|
| ABSTRACT |
|
The purpose of this study was to investigate the effect of appearance management cognition on attitude toward appearance management and the effect of this attitude on appearance management behavior. It also examines how demographic factors affect these relationships. This study gave a questionnaire survey to adults between the ages of 40 and 50 in Seoul, Daegu, and Ulsan, South Korea. Data collected from 368 respondents were analyzed using descriptive statistics, t-test, factor analysis, and structural equation modeling. The study model was tested by structural equation modeling, the results of which revealed a positive effect of appearance management cognition on attitude toward appearance management and a positive effect of attitude toward appearance management on appearance management behavior. The results of t-testing showed that there were significant differences in cognition, attitude, and behavior toward appearance management by gender, age, educational level, and income. |
| Keywords:
cognition of appearance management, attitude toward appearance management, appearance management behavior, structural equation modeling |
|
PDF Links
Full text via DOI
Download Citation 
Supplement 
