The beauty industry is changing at a rapid pace; it is creating more and more consumers from generation to generation. Currently, genderless is expanding and growing as a trend in the consumer market in the beauty industry. Genderless is a sustainable trend, not merely a fad: in the beauty industry,...
The beauty industry is changing at a rapid pace; it is creating more and more consumers from generation to generation. Currently, genderless is expanding and growing as a trend in the consumer market in the beauty industry. Genderless is a sustainable trend, not merely a fad: in the beauty industry, where the market was formed mainly concerning female customers, it is creating an atmosphere to pay attention to male consumers. The perception of taking care of one’s appearance is changing in various ways; the distinction between generation and gender is also fading away.
The purpose of this study is to find out about male adolescents' gender role identity and beauty behavior according to the perception of genderless cultural phenomena. The subject of this study was 422 male adolescents in five cities in South Korea (Seoul Metropolitan Area, Gangwon-do, Chungcheong-do, Jeolla-do, and Gyeongsang-do). For data analysis, the SPSS 24.0 statistical program was used for frequency analysis, factor analysis, reliability analysis, and correlation analysis. To examine the mediation effects between variables, Baron and Kenny's procedure was adapted.
The research results are as follows. First, the results of the frequency analysis conducted per the demographic characteristics of the survey subjects before verifying the research questions are as follows. Of 422 survey subjects, residential areas and ages were evenly distributed. Regarding school type, those who attend coeducational schools showed a high percentage. For the residence type, since the respondents were minors, most lived with their parents and siblings. For religion, atheism showed a higher percentage than Buddhism or Christianity; most got the allowance of 300,000 won or more. For the media use time, 10 hours or more was the highest. This seems to be due to the development of and exposure to media.
Second, the results of factor analysis on recognition of genderless cultural phenomena, gender satisfaction, gender role identification, and beauty behavior are as follows. Regarding the recognition of genderless cultural phenomena, validity and reliability were secured as one single factor. For gender satisfaction, as a result of exploratory factor analysis, the validity of pride as male, and satisfaction as male as sub-factors of gender satisfaction was verified. For gender role identity, as a result of factor analysis based on previous studies, the validity of masculinity and femininity as two sub-factors was secured. For the beauty behavior, validity and reliability were verified in three sub-factors of beauty, fashion, and cosmetic purchasing.
Third, the results of difference analysis on recognition of genderless cultural phenomena, gender satisfaction, gender role identification, and beauty behavior per demographic characteristics are as follows. In the recognition of genderless cultural phenomena, Gyeongsang-do has higher awareness than the Seoul metropolitan area and Gangwon-do; in terms of age, college students had higher awareness. Moreover, the recognition of cultural phenomena was higher for those whose media usage time is more than 10 hours than those whose usage time is less than 1 hour. Regarding gender satisfaction, Buddhism and other religions showed higher satisfaction as male; those whose media usage time is less than one hour showed higher pride as male. Moreover, satisfaction as a male was higher in the metropolitan area than in Gyeongsang-do and Buddhism. In terms of gender role identification, the metropolitan area showed higher femininity. Finally, those media usage time is 5 to 10 hours had a higher degree of femininity than those whose is less than 1 hour. As shown in femininity, masculinity was higher in the metropolitan area; in terms of age, high school students showed higher masculinity; in terms of media usage, those whose usage is lower than 1 hour showed higher masculinity. Regarding beauty behavior, there was a difference in the makeup behavior in Gangwon-do, comparing to Jeolla-do and Gyeongsang-do. For religion, Christians and Catholics showed a higher makeup behavior when allowance was less than 50,000 won and media usage time was less than 1 hour. Regarding fashion behavior, in terms of age, middle and high school students showed about the same degree in religion, allowance, and makeup behavior in media usage. For cosmetic purchase behavior, cosmetics purchasing behavior in the metropolitan area, and Gangwon-do was higher than that of Jeolla-do and Gyeongsang-do. Allowance and media usage time were in accordance with makeup behavior and fashion behavior.
Fourth, the results of correlation analysis on recognition of genderless cultural phenomena, gender role identification, and beauty behavior are as follows. Recognition of genderless cultural phenomena had a negative effect on masculinity in gender role identification. Moreover, beauty behavior had a negative correlation with makeup behavior, fashion behavior, and cosmetics purchasing behavior. The femininity in gender role identification had a positive correlation with makeup behavior; among beauty behaviors, fashion behavior and cosmetics purchasing behavior had a negative correlation. The masculinity in the gender role identification had a positive correlation with the makeup behavior among beauty behavior and cosmetics purchasing behavior.
Fifth, per the result of the analysis on the effect of the recognition of genderless cultural phenomena on beauty behavior through the gender role identification as a mediator, when femininity mediates the recognition of cultural phenomena, only a direct effect on beauty behavior existed; there was no mediating effect. Moreover, the masculinity in gender role identification partially mediates in the relationship regarding the influence of recognition of cultural phenomena on beauty behavior.
In other words, the recognition of genderless cultural phenomena has a direct and negative effect on beauty behavior; after showing a negative effect on masculinity, the factor then indirectly affected makeup behavior and cosmetics purchasing behavior among masculine beauty behaviors in the gender role identification.
This study attempted to apply to male adolescents' gender role identification and beauty behavior by examining the recognition of genderless cultural phenomena. The recognition of genderless cultural phenomena was generally positive; the respondents still showed a conservative tendency toward gender. In the equation of beauty behavior, they tended to be passive. This is a novel attempt in marketing, which the beauty industry lacks. In this vein, such subjects are valuable to be continuously researched.
The beauty industry is changing at a rapid pace; it is creating more and more consumers from generation to generation. Currently, genderless is expanding and growing as a trend in the consumer market in the beauty industry. Genderless is a sustainable trend, not merely a fad: in the beauty industry, where the market was formed mainly concerning female customers, it is creating an atmosphere to pay attention to male consumers. The perception of taking care of one’s appearance is changing in various ways; the distinction between generation and gender is also fading away.
The purpose of this study is to find out about male adolescents' gender role identity and beauty behavior according to the perception of genderless cultural phenomena. The subject of this study was 422 male adolescents in five cities in South Korea (Seoul Metropolitan Area, Gangwon-do, Chungcheong-do, Jeolla-do, and Gyeongsang-do). For data analysis, the SPSS 24.0 statistical program was used for frequency analysis, factor analysis, reliability analysis, and correlation analysis. To examine the mediation effects between variables, Baron and Kenny's procedure was adapted.
The research results are as follows. First, the results of the frequency analysis conducted per the demographic characteristics of the survey subjects before verifying the research questions are as follows. Of 422 survey subjects, residential areas and ages were evenly distributed. Regarding school type, those who attend coeducational schools showed a high percentage. For the residence type, since the respondents were minors, most lived with their parents and siblings. For religion, atheism showed a higher percentage than Buddhism or Christianity; most got the allowance of 300,000 won or more. For the media use time, 10 hours or more was the highest. This seems to be due to the development of and exposure to media.
Second, the results of factor analysis on recognition of genderless cultural phenomena, gender satisfaction, gender role identification, and beauty behavior are as follows. Regarding the recognition of genderless cultural phenomena, validity and reliability were secured as one single factor. For gender satisfaction, as a result of exploratory factor analysis, the validity of pride as male, and satisfaction as male as sub-factors of gender satisfaction was verified. For gender role identity, as a result of factor analysis based on previous studies, the validity of masculinity and femininity as two sub-factors was secured. For the beauty behavior, validity and reliability were verified in three sub-factors of beauty, fashion, and cosmetic purchasing.
Third, the results of difference analysis on recognition of genderless cultural phenomena, gender satisfaction, gender role identification, and beauty behavior per demographic characteristics are as follows. In the recognition of genderless cultural phenomena, Gyeongsang-do has higher awareness than the Seoul metropolitan area and Gangwon-do; in terms of age, college students had higher awareness. Moreover, the recognition of cultural phenomena was higher for those whose media usage time is more than 10 hours than those whose usage time is less than 1 hour. Regarding gender satisfaction, Buddhism and other religions showed higher satisfaction as male; those whose media usage time is less than one hour showed higher pride as male. Moreover, satisfaction as a male was higher in the metropolitan area than in Gyeongsang-do and Buddhism. In terms of gender role identification, the metropolitan area showed higher femininity. Finally, those media usage time is 5 to 10 hours had a higher degree of femininity than those whose is less than 1 hour. As shown in femininity, masculinity was higher in the metropolitan area; in terms of age, high school students showed higher masculinity; in terms of media usage, those whose usage is lower than 1 hour showed higher masculinity. Regarding beauty behavior, there was a difference in the makeup behavior in Gangwon-do, comparing to Jeolla-do and Gyeongsang-do. For religion, Christians and Catholics showed a higher makeup behavior when allowance was less than 50,000 won and media usage time was less than 1 hour. Regarding fashion behavior, in terms of age, middle and high school students showed about the same degree in religion, allowance, and makeup behavior in media usage. For cosmetic purchase behavior, cosmetics purchasing behavior in the metropolitan area, and Gangwon-do was higher than that of Jeolla-do and Gyeongsang-do. Allowance and media usage time were in accordance with makeup behavior and fashion behavior.
Fourth, the results of correlation analysis on recognition of genderless cultural phenomena, gender role identification, and beauty behavior are as follows. Recognition of genderless cultural phenomena had a negative effect on masculinity in gender role identification. Moreover, beauty behavior had a negative correlation with makeup behavior, fashion behavior, and cosmetics purchasing behavior. The femininity in gender role identification had a positive correlation with makeup behavior; among beauty behaviors, fashion behavior and cosmetics purchasing behavior had a negative correlation. The masculinity in the gender role identification had a positive correlation with the makeup behavior among beauty behavior and cosmetics purchasing behavior.
Fifth, per the result of the analysis on the effect of the recognition of genderless cultural phenomena on beauty behavior through the gender role identification as a mediator, when femininity mediates the recognition of cultural phenomena, only a direct effect on beauty behavior existed; there was no mediating effect. Moreover, the masculinity in gender role identification partially mediates in the relationship regarding the influence of recognition of cultural phenomena on beauty behavior.
In other words, the recognition of genderless cultural phenomena has a direct and negative effect on beauty behavior; after showing a negative effect on masculinity, the factor then indirectly affected makeup behavior and cosmetics purchasing behavior among masculine beauty behaviors in the gender role identification.
This study attempted to apply to male adolescents' gender role identification and beauty behavior by examining the recognition of genderless cultural phenomena. The recognition of genderless cultural phenomena was generally positive; the respondents still showed a conservative tendency toward gender. In the equation of beauty behavior, they tended to be passive. This is a novel attempt in marketing, which the beauty industry lacks. In this vein, such subjects are valuable to be continuously researched.
주제어
#젠더(Gender) 젠더리스(Genderless) 문화현상인식 청소년 성역할정체감 대중문화 뷰티문화 패션문화 성역할정체감유형 남성성 여성성 양성성 미분화 성별만족도 남성만족 남성자부심 뷰티행동 외모관리행동 뷰티행동 표출유형 메이크업 패션 화장품 구매행동
※ AI-Helper는 부적절한 답변을 할 수 있습니다.