Journal of the Korean Home Economics Association 2012;50(1):51-63 http://dx.doi.org/10.6115/khea.2012.50.1.051 An Analysis of the Causal Relationships between Cognition, Attitude, and Behavior toward Appearance Management Department of Fashion Marketing, Keimyung University Professor : Kwanghee Park Department of Clothing & Textiles, University of Ulsan Associate Professor : Hwasook Yoo Abstract The purpose of this study was to investigate the effect of appearance management cognition on attitude toward appearance management and the effect of this attitude on appearance management behavior. It also examines how demographic factors affect these relationships. This study gave a questionnaire survey to adults between the ages of 40 and 50 in Seoul, Daegu, and Ulsan, South Korea. Data collected from 368 respondents were analyzed using descriptive statistics, t-test, factor analysis, and structural equation modeling. The study model was tested by structural equation modeling, the results of which revealed a positive effect of appearance management cognition on attitude toward appearance management and a positive effect of attitude toward appearance management on appearance management behavior. The results of t-testing showed that there were significant differences in cognition, attitude, and behavior toward appearance management by gender, age, educational level, and income. (cognition of appearance management), (attitude toward appearance management), (appearance management behavior), (structural equation modeling) Corresponding Author : Hwasook Yoo, Department of Clothing & Textiles, University of Ulsan, 93 Daehak-ro, Nam-gu, Ulsan, 680-749, Korea Tel: +82-52-259-2735 Fax: +82-52-259-2888 E-mail: uhwas@ulsan.ac.kr - 51 -
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Figure 1. Research model. - 55 -
α α α χ χ - 56 -
Table 1. Confirmatory factor analysis Factors and items Standardized estimate Estimate Standard error t value α Average variance extracted Mean CAM a cognition 1 cognition 2 cognition 3 0.82 0.90 0.69 1.00 1.29 0.74 0.80 0.56 16.13*** 13.24*** 0.85 0.65 3.94 ATAM b attitude 1 attitude 2 0.95 0.83 1.00 0.87 0.05 16.88*** 0.88 0.79 3.34 SC & C c clothing concern 1 skin care 1 clothing concern 2 skin care 2 skin care 3 0.77 0.73 0.67 0.88 0.76 1.00 0.97 0.86 1.21 0.96 0.06 0.07 0.07 0.07 15.87*** 12.32*** 16.67*** 14.14*** 0.87 0.58 3.19 AMB g CS d cosmetic surgery 1 cosmetic surgery 2 cosmetic surgery 3 cosmetic surgery 4 0.74 0.68 0.83 0.79 1.00 0.80 1.06 1.08 0.07 0.08 0.08 11.82*** 14.18*** 13.63*** 0.85 0.58 2.58 WT e weight training 1 weight training 2 0.54 0.75 1.00 1.29 0.19 6.73*** 0.58 0.42 3.29 HC f hair care 1 hair care 2 0.75 0.52 1.00 0.84 0.13 6.61*** 0.59 0.43 2.77 Note. a: cognition of appearance management b: attitude toward appearance management c: skin care & clothing concern d: cosmetic surgery e: weight training f: hair care g: appearance management behavior *** p < 0.001 χ - 57 -
Table 2. Discriminant validity result using correlation coefficients 1. Cognition of appearance management 2. Attitude toward appearance management 3. Skin care & clothing concern 4. Cosmetic surgery 5. Weight training 6. Hair care 1 (0.65)* 0 0 0 0 0 2 0.48 (0.79) 0 0 0 0 3 0.33 0.65 (0.58) 0 0 0 4 0.21 0.48 0.67 (0.58) 0 0 5 0.37 0.51 0.54 0.60 (0.42) 0 6 0.20 0.53 0.64 0.60 0.52 (0.43) Note. * ( ) : Average variance extracted Table 3. Hypothesis testing Hypothesis Pathway Standardized structural t value p value Result coefficient H1 cognition attitude 0.49 7.92 0.001 Accept attitude skin care & clothing concern 0.66 10.48 0.001 Accept H2 attitude cosmetic surgery 0.49 7.90 0.001 Accept attitude weight training 0.52 7.53 0.001 Accept attitude hair care 0.52 5.29 0.001 Accept χ χ γ β β β β - 58 -
Figure 2. Model with path coefficients. - 59 -
Table 4. The results of t-test and ANOVA Gender Age Education Income * p < 0.05, ** p < 0.01 Variable Cognition Attitude Skin care & clothing concern Cosmetic surgery Behavior Weight training male 3.92 2.98 2.71 2.11 3.04 2.52 female 3.95 3.52 3.45 2.84 3.42 2.90 t value 0.27 5.83** 9.30** 6.88** 4.28** 4.09** 40-49 3.99 3.40 3.26 2.62 3.30 2.78 50-59 3.83 3.19 3.04 2.49 3.26 2.73 t value 2.18* 2.09* 2.35* 1.14 0.37 0.54 high school 3.83 3.26 3.08 2.63 3.25 2.75 college and over 4.02 3.39 3.26 2.52 3.31 2.78 t value 2.87** 1.39 2.11* 1.00-0.69 0.26 less than 4 millions 3.88 3.37 3.15 2.60 3.25 2.80 more than 4 millions 4.06 3.29 3.28 2.45 3.32 2.54 t value 2.03* 0.37 1.22 1.11-0.68 2.33* Hair care - 60 -
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