성역할 정체감이 성태도와 외모관리행동에 미치는 영향 (Effect of Gender Role Identity on Sexual Attitudes and Appearance Management Behaviors)

서지정보

· 발행기관 : 한복문화학회
· 수록지 정보 : 한복문화 / 25권 / 3호 / 23 ~ 35페이지
· 저자명 : 전대근

초록

As society develops rapidly, the concept of gender roles is also changing. From a marketing point of view, it is necessary to take it for granted as a consumer's behavior and right. The study investigates the effect of gender roles on sexual attitudes and appearance management behaviors. Three hundred responses were analyzed with SPSS 23.0 through factor analysis, t-test, ANOVA, cluster analysis, and regression analysis. The results were as follows. First, three factors of sexual attitude were identified sexual openness, immorality, and sexual cognition. Four factors of appearance management behavior were identified plastic surgery care, clothing care, skin care, and hair care through factor analysis. Second, as a result of comparing the sexual attitudes and appearance management behaviors of the two groups according to gender, men showed higher levels than women in sexual cognition and sexual openness, and women showed higher levels than men in immorality. Also, it was found that women tended to perform better in appearance management than men. Third, as a result of ANOVA on the sexual attitudes and appearance management behaviors of the four groups according to gender role identity, there were significant differences in sexual openness. The groups with high masculinity and femininity each showed higher sexual openness than the others. Regarding appearance management behavior, the group with strong femininity showed the highest level of appearance management. The level of appearance management was similar between the group with a strong androgynous and the group with a weak androgynous. The group with strong masculinity showed the lowest level of appearance management. Fourth, the sexual attitude significantly affected clothing, skin, and hair care, except for plastic surgery care. Although this study has revealed some exciting marketing implications for gender roles, gender attitudes, and appearance management behaviors, further research is needed to reconfirm the findings of this study.

영어초록

As society develops rapidly, the concept of gender roles is also changing. From a marketing point of view, it is necessary to take it for granted as a consumer's behavior and right. The study investigates the effect of gender roles on sexual attitudes and appearance management behaviors. Three hundred responses were analyzed with SPSS 23.0 through factor analysis, t-test, ANOVA, cluster analysis, and regression analysis. The results were as follows. First, three factors of sexual attitude were identified sexual openness, immorality, and sexual cognition. Four factors of appearance management behavior were identified plastic surgery care, clothing care, skin care, and hair care through factor analysis. Second, as a result of comparing the sexual attitudes and appearance management behaviors of the two groups according to gender, men showed higher levels than women in sexual cognition and sexual openness, and women showed higher levels than men in immorality. Also, it was found that women tended to perform better in appearance management than men. Third, as a result of ANOVA on the sexual attitudes and appearance management behaviors of the four groups according to gender role identity, there were significant differences in sexual openness. The groups with high masculinity and femininity each showed higher sexual openness than the others. Regarding appearance management behavior, the group with strong femininity showed the highest level of appearance management. The level of appearance management was similar between the group with a strong androgynous and the group with a weak androgynous. The group with strong masculinity showed the lowest level of appearance management. Fourth, the sexual attitude significantly affected clothing, skin, and hair care, except for plastic surgery care. Although this study has revealed some exciting marketing implications for gender roles, gender attitudes, and appearance management behaviors, further research is needed to reconfirm the findings of this study.

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