This study obtained following results by researching appearance awareness, appearance management attitude and the difference of behavior for 481 college students.
The result of survey on appearance awareness of college students showed a high level of interest in appearance, and appearance interest showed significant differences according to gender, military service completion status, monthly cost for appearance, and height. The results showed the obvious sex-specific difference that female students are more interested in appearance than boys, and boys put importance to their appearance because of others'' eyes / social recognition / employment, while girls showed the tendency of self - oriented because of self - discovery / self - satisfaction. College students mainly used blogs to acquire appearance information and they identified and modeled entertainers.
Self-evaluation of appearance showed significant difference according to gender, military service completion status, height, body satisfaction. Especially, it showed that height is a significant influential factor on appearance interest, importance self-evaluation, body shape satisfaction.
As a result of factor analysis on the appearance management attitude, we extracted five factors such as self - expression, other person''s eyes, body shape management, social achievement, and plastic surgery management. The management attitude for self - expression showed the highest score while the plastic surgery management attitude showed the lowest score.
As a result of factor analysis on appearance management behaviors, we extracted seven factors including face management, clothing management, active weight management, passive weight management, hair care, skin care, and plastic surgery management. The clothes management behavior showed the highest score while weight management behaviors showed the lowest score.
Among appearance management attitude, the self - expression factors on facial management behaviors were the highest while self - expression, others eye greatly influence on the clothing management behavior, and self-expression, others eye, social achievement factors greatly influence to hair management behavior, and self-expression factors greatly influence to skin management behavior.
When putting above together, the most influential factor in appearance awareness showed as gender and height so it is necessary to educate students how to manage their appearance by using optical illusion in which height looks bigger through clothing and it is necessary to develop education program in which gender difference is reflected.
In addition, considering that the attitude of appearance management has a significant influence on the management behavior, the strategy to differentiate the goods and services related to clothing, beauty and weight management according to the consumer appearance management attitude.