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중국 남자대학생들의 라이프스타일 및 가치관에 따른 외모관련태도에 관한 연구

Title
중국 남자대학생들의 라이프스타일 및 가치관에 따른 외모관련태도에 관한 연구
Other Titles
Study on the Appearance-Related Attitude according to Life Style and Sense of Values of Chinese Male Students in the University : Focusing on the Shanghai Area
Authors
Li, Zaijuan
Issue Date
2010
Department/Major
대학원 소비자학과
Publisher
이화여자대학교 대학원
Degree
Master
Advisors
최혜경
Abstract
본 연구는 최근 경제 중심지로 떠오르는 중국 상해시의 남자 대학생들의 라이프스타일, 가치관, 외모관련 태도를 고찰하는데 그 목적이 있다. 이를 위해 중국 남자대학생들의 라이프스타일, 가치관, 외모관련 태도를 알아보고, 사회․인구학적 특성에 따른 라이프스타일, 가치관, 외모관련 태도의 차이와 라이프스타일에 따른 가치관 및 외모관련 태도의 차이를 밝혔다. 본 연구에서는 중국 상해 시에 위치하고 있는 4개 대학교에 재학 중인 남자 대학생 420명을 대상으로 설문조사를 실시하였으며 총 380부를 최종으로 분석하였다. 수집된 자료는 SPSS win 17.0 프로그램을 사용하여 연구문제에 따라 요인분석, 빈도분석, 상관관계 분석, One-way ANOVA, 군집분석, T-test, χ²(Chi-square)를 실시하였다. 본 연구의 분석결과를 요약하면 다음과 같다. 첫째, 상해 남자대학생들의 라이프스타일은 도전변화를 추구하고, 향유적인 소비에 긍정적이며, 성격적 매력을 가장 중요하게 생각한다. 외모관련태도의 자기이미지에서는 능동적 이미지와 단정한 이미지를 추구하고, 외모와 체형구조를 중요하게 여기는 것으로 나타났다. 그리고 자신의 신장에 대해서는 만족하지만 몸무게나 근육질 정도에 대한 만족도는 매우 낮았으며 피부트러블에 대한 고민이 많은 것으로 나타났다. 외모관리태도에서는 피부 관리의 필요성이 높게 나타났고, 외모개선방식에 대한 태도에서도 피부 관리가 외모를 개선할 수 있다고 생각하며, 성형에 대한 태도에는 다소 부정적이었다. 둘째, 사회․인구학적 특성에 따른 라이프스타일, 가치관 및 외모관련태도에 대해서는 먼저 유행추구 라이프스타일이 연령, 월평균 용돈, 월평균 가계소득에 따라 강한 상관관계를 보이고 도전변화추구 라이프스타일도 월평균 용돈과 강한 상관관계를 보였다. 또한, 어머니 직업과 아버지 학력에 따라 유행추구 라이프스타일이 차이가 났고, 어머니학력에 따라 유행추구 라이프스타일과 만들기 추구 라이프스타일이 차이가 났다. 연령과 과시적 소비가치는 음의 상관관계를 보이고, 월평균 용돈, 월평균 가계소득과 향유적 소비가치, 과시적 소비가치는 매우 유의한 양의 상관관계를 보인다. 또한, 출생지가 중소도시인 경우 향유적 소비가치가 가장 높았고, 시골인 경우 가장 낮게 나타났다. 사회․인구학적 특성에 따른 외모관련태도를 보면, 연령, 월평균 용돈, 월평균 가계소득은 세련된 이미지요인과 많은 상관관계를 보이고, 자기이미지는 어머니의 직업과 유의한 차이를 보인다. 또한, 외모에서의 중요도에서는 월 평균 용돈이 외모와 체형구조와 모두 상관관계를 보이고, 월평균 가계소득은 외모와 상관관계를 보인다. 또한 아버지의 직업은 외모와 유의한 차이를 보인다. 자기외모만족도에서는 월 평균 가계소득과 체형만족도, 피부트러블이 양의 상관관계를 보이고, 어머니의 직업은 체형만족도, 얼굴만족도와 유의한 차이를 보였다. 외모개선에 대한 태도를 보면 연령은 외모개선방식에 대한 태도의 화장품과 피부 관리와 상관관계를 보이고, 피부 관리의 필요성과 피부 관리에 대한 관심은 월평균 용돈과 월평균가계소득과 상관관계를 보였다. 또한 아버지의 학력과 외모개선에 대한 태도는 아주 밀접한 관계를 보였다. 셋째, 상해남자대학생들의 라이프스타일은 적극 형과 무관심 형으로 나뉘고 월평균 용돈, 월평균 가계소득과 높은 상관관계를 보이며 부모의 직업은 회사원이 가장 많고, 부모의 학력은 대학교졸업인 경우가 가장 많았다. 그리고 라이프스타일과 소비가치, 성공의 중요요소는 매우 밀접한 관계를 보이며, 라이프스타일과 외모관련태도에서는 적극 형이 대부분 더 높은 관심을 보였지만 쌍꺼풀수술, 지방흡입, 치아성형, 자기이미지의 단정한 이미지는 무관심 형이 적극 형보다 더 높은 관심을 보였다.;This study is aimed to contemplate life style, the sense of values, and appearance-related attitudes of male students in the university located in Shanghai, China that has been floating to economic center recently. For this, the study inquired into life style, sense of values, and appearance-related attitudes of male students in China, and then lighted up differences in life style, sense of values, and appearance-related attitudes according to socio-demographic characteristics and that of sense of value and appearance-related attitudes according to the life style. The study executed questionnaire survey objecting to 420 male students enrolled in the 4 universities that were located in Shanghai, China, and analyzed total 380 sheets finally. Regarding to the collected data, factor analysis, frequency analysis, correlation analysis, one-way ANOVA, cluster analysis, T-test, and χ²(Chi-square) were carried out according to the research questions by using SPSS 17.0 program. In brief, the results of analysis were same as followings. First, life style of Shanghai male students of the university pursued defiant changes, and was positive to enjoying consumption, and further considered the characteristic attraction most importantly. In the self image of appearance-related attitudes, they were shown as pursuing active image and decent one, and considering the appearance and body structure importantly. Also, they were satisfactory on the height, but satisfaction degree on the weight and muscularity were shown as very low, and were worrying about skin troubles very much. In the appearance management’s attitudes, the necessity of skin management was appeared high, and they considered that skin management could improve their appearances in the appearance-improving type, and were a little negative on the attitudes of plastic surgery. Second, in the appearance-related attitude along with life style and sense of values according to the socio-demographic characteristic, life style of pursuing popularity was shown as having strong correlations according to age, average allowances per month, and monthly household income in average first, and also pursuit of defiant changes’ life style was appeared as having strong correlations with allowances per month. In addition, differences in life style of pursuing popularity were occurred according to mother’s job and father’s scholarships, and life style of pursuing popularity and making had showed differences according to their mothers’ scholarships. Age and conspicuous consumptions’ value showed negative correlations, and monthly allowances in average and household income were appeared as having very significant positive correlations. Also, enjoying consumption’s value was appeared as highest in case of medium-small cities that were their native places, and showed as lowest in cast of rural areas. When looking the appearance-related attitudes according to socio-demographic characteristics, age, monthly allowances in average, monthly average household income showed many correlations with refined images, and self image was appeared as having significant differences with their mother’s occupations. In the importance degree, monthly average allowances showed correlations with the appearance and body structure all together, and monthly average household incomes was appeared as having correlation with the appearance. Also, their father’s jobs showed significant differences with the appearance. In the satisfaction degree on the self appearance, monthly average household income, satisfaction degree on the body structure, and skin troubles showed positive correlations, and their mother’s occupations were appeared as having significant differences with the satisfaction degree on the face. In the attitudes on the appearance improvement, age showed correlations with cosmetics of attitudes on the appearance-improving styles and skin management, and the necessity of skin management and concerns on it were appeared as having correlations with monthly average allowances and monthly household income in average. Also, attitudes on the father’s scholarships and appearance improvement showed close relations. Third, the life style of Shanghai male students in the university was divided into positive-type and indifference-type, and showed high correlations with monthly average allowances and household incomes. Also, there were office worker mostly as their parent’s occupation, and university graduation was mostly in their parent’s academic background. And lifestyle, consumption’s value, and important factors of success showed very close relations, and active-type students showed higher concerns mostly in the life style and appearance-related attitudes, but indifference-type ones were appeared as having higher concerns than active-type ones to double-eyelid operation, fat absorption, tooth plastic surgery, and decent image on them. This study has its meanings in understanding characteristics of the consuming group that is potential and vast, and forecasting the industrial market related to the male’s appearance in future by recognizing on what is life styles and sense of values from Shanghai male students in the university and what attitudes do they have in the appearance.
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