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DOI :     Journal Korea Society of Visual Design Forum , Vol.47, No.0, 115 ~ 131, 2015
Title
Effect of Fashion/Beauty TV Media Use on Appearance Consumption Behavior
박수연 Park Su Youn , 황진숙 Hwang Jin-sook
abstract
The purpose of this study was to analyze the effects of fashion/beauty TV media use associated with appearance to appearance consumption behavior, and to investigate that media credibility had controlling roles between fashion/beauty TV media use and appearance consumption behavior. The survey by the questionnaire were performed with 20~40s consumers who experienced fashion/beauty TV media and also lived Seoul, Kyonggi, or Choongnam. Total 631 data were applied as mentioned below. Data were analyzed by frequency, reliability, multiple regression and hierarchical regression by SPSS WIN 18.0 program. In the effect of fashion/beauty TV media use on appearance consumption behavior, using time affected trend-orientation, cosmetic procedure and figure control, and interest use affected people-consciousness, cosmetic procedure and figure control. Generally, the factor of accidental exposure highly affected fashion/beauty TV media use on appearance consumption behavior. Finally, whether media credibility had mediating effects in fashion/beauty TV media and appearance consumption behavior was analyzed. The media credibility interacted with actor-copy, trend-orientation, other people-consciousness and cosmetic procedure but didn`t affect body line management. With the analyses of effects of fashion/beauty TV media use on appearance consumption behavior, this study will be helpful for establishing product planning, sales promotion, marketing subdivision and various strategies.
Key Words
패션/뷰티 TV미디어 이용, 외모관리 소비행동, 미디어 신뢰도, fashion/beauty TV media use, appearance consumption behavior, media credibility
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