Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Moderating Effect of Confidence in Appearance in the Relationship Between Expected Value of Appearance Management and Beauty Management Behavior of College Students

대학생의 외모관리 기대가치와 뷰티관리행동 간의 관계에서 외모자신감의 조절효과

  • 유은숙 (호남대학교 뷰티미용학과) ;
  • 나윤영 (호남대학교 뷰티미용학과)
  • Received : 2023.03.27
  • Accepted : 2023.05.10
  • Published : 2023.06.28
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Abstract

This study aims to investigate the moderating effect of appearance confidence in the relationship between the expected value of appearance management and beauty management behavior of college students. For data collection, 300 questionnaires were distributed among the students of a 4-year university in Gwangju, Republic of Korea from April 12 to 22, 2022; 273 copies were collected, and 259 copies were used as the final sample. SPSS 21.0 was used to analyze the collected data, and the results were as follows. First, the expected value of appearance management had a positive (+) effect on beauty management behavior. Second, the expected value of appearance management had a statistically significant positive (+) effect on beauty management behavior. Taken together, the results of the study show that the higher the level of social internalization, play and sympathy values, and appearance confidence of the expected value of appearance management, the higher the college students' beauty management behavior. Taken together, the results of the study show that the higher the level of social internalization, play conformity value, and appearance confidence of the expected value of appearance management, the higher the college students' beauty management behavior. This was confirmed to act as a reinforcing mechanism.

Keywords

References

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