[논문]Sociocultural Attitudes toward Appearance and Cosmetic Consumption: The Comparison between Chinese and Thai Males

Lee, Seung-Hee; Poraksa, Sirin; Xie, Yang

doi:10.12940/jfb.2011.15.3.156

Sociocultural Attitudes toward Appearance and Cosmetic Consumption: The Comparison between Chinese and Thai Males 원문보기

패션비즈니스 = Fashion business, v.15 no.3, 2011년, pp.156 - 165

Lee, Seung-Hee (Dept. of Clothing & Textiles, Ewha Womans University) , Poraksa, Sirin (Dept. of Consumer Studies, Ewha Womans University) , Xie, Yang (Dept. of Mass Communication, Ewha Womans University)

Abstract ▼ AI-Helper

The purpose of this study was to examine the influence of major variables and their relationship with the males' appearance consciousness that affect the men's cosmetic consumption. Also, the study also intended to verify the differences of men's cosmetic consumption between Chinese and Thai males. The samples consisted of 200 males who ranged in age from 18 to 35 years (M=24.64). One hundred participants were Thai and one hundred were Chinese. Based on literature review, six research questions were proposed. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression were used for this study. As the results, the sociocultural attitudes of consumers towards their appearance are positively relevant to the self-esteem and public self consciousness. Also, appearance consciousness such as appearance evaluation and appearance orientation led more cosmetic consumption. Chinese males revealed higher scores on public self-consciousness, appearance orientation, and sociocultural attitudes toward appearance than Thai males. Based on these results, some implications for global cosmetic markets would be suggested.

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문제 정의

This study provides insights into the signification of factors influencing the Chinese and Thai men to consume the cosmetic products between two countries. As the results, this study revealed that men are more likely to be affected by interpersonal influences which are the first step of grooming enhancement.

가설 설정

2) H2: Socio-cultural Attitude towards Appearance and Public self-consciousness.
3) H3: Self-esteem, Public self consciousness, – and Appearance evaluation.
5) H5: Appearance evaluation, Appearance orientation and Cosmetic consumption.
6) H6: Comparison of Chinese and Thai males.
H1: Sociocultural attitude towards appearance is negatively related to self-esteem.
H2: Sociocultural attitude towards appearance is positively related to public self-consciousness.
H3: Self-esteem and public self-consciousness are positively related to appearance evaluation.
H4: Self-esteem and public self-consciousness are positively related to appearance orientation.
H5: Appearance evaluation and appearance orientation are positively related to cosmetic consumption.

제안 방법

Multiple regression was conducted with 3 sociocultural attitudes towards appearance subscales (Information, Pressures, International) as the independent variables, while the self-esteem and public self-consciousness were used as dependent variables. As showed in table 1, Internalization (β=-.
Therefore, the purpose of this study is to examine the influence of major variables and their relationship with the males' appearance consciousness that affect the men's cosmetic consumption.

대상 데이터

64). One hundred participants were Thai and one hundred were Chinese. A questionnaire included demographic information plus the following measures: Self-esteem, Public self-consciousness, Sociocultural Attitudes towards Appearance, and Appearance evaluation and Appearance orientation scales.
The samples consisted of 200 males who ranged in age from 18 to 35 years (M=24.64). One hundred participants were Thai and one hundred were Chinese.
was used to measure levels of internalization of culturally ideal body types presented in the media and levels of impacted to individuals by social standards of appearance. This scale is consist of 30 items.

데이터처리

A multiple regression analysis was conducted using SATAQ as the independent variables and public self-consciousness as the dependent variable. As can see in Table 2, results revealed that there was a positive relationship between public self-consciousness and Information, one of 3 subscales of SATAQ ( =0.
For data analyses, descriptive statistics, reliability, t-test, and multiple-regression were conducted. Factor analysis was conformed for SATAQ scales.
To compare between Chinese and Thai males, the data were analyzed using the independent samples t-test. Statistically significant differences were obtained between the two countries.

이론/모형

For appearance attractiveness, the study measured body image with the appearance evaluation subscale from the Multidimensional Body SelfRelations Questionnaire³⁰⁾. The AO (Appearance orientation) and AE (Appearance attractiveness) were generally used to measure feelings to body or appearance.
The self-esteem measure used in this study consists 10 items of the Rosenberg Self-Esteem Scale²⁷⁾. This 5-item index scale serves as a measure of global self-esteem, reflected in this measure imply feelings of self-acceptance, selfrespect, and generally positive self-evaluation.

성능/효과

This study provides insights into the signification of factors influencing the Chinese and Thai men to consume the cosmetic products between two countries. As the results, this study revealed that men are more likely to be affected by interpersonal influences which are the first step of grooming enhancement. The positive socio-cultural attitudes of consumers towards their appearance are relevant to the self-esteem and public self-consciousness.

후속연구

Also this study intends to verify the differences of men's cosmetic consumption between Chinese and Thai males.
The results of this study can be applied to other grooming product consumption, such as clothes, fashion accessories, and fashion magazines. The research would be essential for the brand marketers to develop the strategies to construct the Niche markets. For Thai male cosmetic markets, the brand may also expand more product lines for men cosmetic products.

참고문헌 (21)

M. Nick(2009), "Cosmetic for men-growth in a global market", Chemico Health and Beauty Solution E-newsletter, pp.35-39.
R. Ricciardelli, K. Clow(2009), "Men, appearance and cosmetic surgery: The role of self-esteem, and comfort with the body", Canadian Journal of Sociology, 34(1), pp.105-111.
A. Conseur, J. Harhcote, & S. Kim (2008), "Consumer Masculinity Behavior among college students and its relationship to self esteem and media significance", Sex Role, 58, pp.549-555.
T. Nastasja(2009), "The influence of male and female reference groups on men's attitude towards male personal care products"
Kasikorn research(2009), retrieved 2010. 12. 05 from http://library.dip.go.th/eib/cgi-bin /opacexe.exe?opdig&lang1&dbMain&pat %B5%A1%A4%E9%D2%A7&cattit&skinu&lp p16&catop&scidzzz&refT:@80278&nx1
N. Phuposukul (2009), "Cosmetic product market-Thailand', US." Commercial Services. retrieved 2010. 12. 10 from http://www. buyusa.gov/asianow/thcosmetic.html
L. Festinger, (1954), "A theory of social comparison process", Human Relations, 3, pp.117-139.
S. Stormer, J. Thompson(1996), "Explanation of body image disturbance: A test of maturational status, negative verbal commentary, social comparison, and sociocultural hypotheses", International Journal of Fating Disorder, 19(2), pp.193-202.
S. Lennon, A. Lillethun, S. Buckland (1999),"Attitude toward social comparison as a function of self-esteem: Idealized appearance and body image", Family and Consumer Sciences Research Journal. 27(4), pp.379-405.

상세보기
Richins M. L.(1991), "Social comparison and the idealized images of advertising", Journal of Consumer Research, 12(1), pp.71-83.
G. Bessenoff (2006), "Can the media affect Us_social comparison, self-discrepancy, and the thin Ideal", Psychology of Women Quarterly. 30. pp.239-251.

상세보기
M. Rosenberg(1965), Self-esteem scale, New Jersey ; Princeton University Press, p.26.
S. Gould, B. Barak(1988), "Public self-consciousness and consumption behavior", The Journal of Social Psychology, 128(3), pp.393-400.

상세보기
A. Fenigstein(1987), "On the nature of public and private self-consciousness", Journal of Personality, 55(3), pp.543-553.

상세보기
W. Bearden, R. Rose, R.(1990), "Attention to social comparison information: An individual difference factor affecting consumer conformity", Journal of Consumer Research, 16(4), pp.461-471.

상세보기
Khanna. P.(2004), "Metrosexual superpower", Foreign Policy, 143, pp.66-68.

상세보기
R. Ricciardelli, K. Clow(2009), "Men, appearance and cosmetic surgery: The role of self-esteem, and comfort with the body", Canadian Journal of Sociology, 34(1), pp.105-111.
Siamturakrit, op. cit.
Li & Fung Research Centre(2009). "Overview of cosmetic market in China".
F. Cheng, C. Ooi, D. Ting(2010), "Factors affecting consumption behavior of metrosexual toward male grooming products", International Review of Business Research, 6(1), pp.21-32.
M. Rosenberg(1965), Self-esteem scale, New Jersey ; Princeton University Press, p.120-122.

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Sociocultural Attitudes toward Appearance and Cosmetic Consumption: The Comparison between Chinese and Thai Males 원문보기

Abstract ▼ AI-Helper

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문제 정의

가설 설정

2) H2: Socio-cultural Attitude towards Appearance and Public self-consciousness.

5) H5: Appearance evaluation, Appearance orientation and Cosmetic consumption.

6) H6: Comparison of Chinese and Thai males.

제안 방법

대상 데이터

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Sociocultural Attitudes toward Appearance and Cosmetic Consumption: The Comparison between Chinese and Thai Males 원문보기

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가설 설정

2) H2: Socio-cultural Attitude towards Appearance and Public self-consciousness.

5) H5: Appearance evaluation, Appearance orientation and Cosmetic consumption.

6) H6: Comparison of Chinese and Thai males.

제안 방법

대상 데이터

데이터처리

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