The Effects of Consumption Values on Appearance Management Behaviors

Abstract: The purposes of this study are to classify consumption values and to examine the effects of consumption val-ues on appearance management behaviors. Questionnaires data was obtained through adults over 20 years old of age (N=478) in Gyeonggi-do, Daegu and Kyungpook regions. Descriptive statistics, factor analysis, multiple regression anal-ysis, t-test and ANOVA were applied. The results of this study are as follows. First, consumption values are composed of three factors such as differential value, material value and practical value. Appearance management behaviors are iden-tified such as surgery/skin care, clothing care, weight training and hair care. The weight training in appearance man-agement behaviors is the most preferred behavior. Second, the results of regression analysis are like as follows: The effects of consumption on plastic surgery/skin care are explained by the differential value, material value and practical value(−). On weight training and hair care, the differential value and material value have positively significant effects. The differential value has significant effects on all over appearance management behaviors. Third, there are signigicant dif-ferences in consumption values and appearance management behaviors according to demographic variables. The single, females in 20s and 30s with higher monthly income and payment have higher differential value and lower practical value. The single and female in 20s and 30s were more involved in appearance management behavior. Key words: consumption value(소비가치), differential value(차별적가치), material value(물질적가치), practical valu