The purposes of this study were to review appearance management motives and to analyze pursued fashion image and information searching activity by that. This survey was carried out through questionnaires of 265 male and female (Busan region) university students in their twenties and the data were analyzed by using Factor analysis, Cronbach`s а analysis, one-way ANOVA, Pearson`s correlation analysis Duncan test as a post identification, t-test and regression analysis. The results of this research can be summarized as follows: First, appearance management motives were composed of 5 factors (selfimprovement, following the trend, personality expression, being mindful of another person and expression of sexual attractiveness) Second, on the viewpoint of pursued fashion image by appearance management motives, people who have more motives of self-improvement desired elegant/intelligent, fashionable/ refined, sexy/charming and casual/sporty image. Following the trend desired dignity/intelligent image and personal expression pursued fashionable/refined, sexy/charming image. Being mindful of another person desired dignity/intelligent, fashionable/refined image. A motive of expression of sexual attractiveness prefers dignity/intelligent image and assimilating other people. But it negatively affected fashionable/ refined image. Third, regarding information searching activity according to appearance management motives, self-improvement motive has high relationship with internal displayed goods of fashion shop, an opinion of family, colleague and friend. There is a connection between a motive of personality expression and mass media information, between a motive of being mindful of another person and fashion journal/ event information/catalog/DM (Direct Mail) respectively. And, an expression motive of sexual attractiveness has close correlation with entertainer`s sponsorship information in drama, movies, etc. Finally, woman university students is more concerned with appearance management motives than man and prefers elegant/ intelligent image. Men liked the assimilated image to other people and casual/sporty image. Women is more active in information searching activity than men and men search information from fashion internet site and sales person of fashion shop.