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http://dx.doi.org/10.22156/CS4SMB.2020.10.12.156

Correlation among Wearing Masks Because of COVID-19, Makeup Satisfaction and Goal-oriented Attitude  

Kim, Su-Young (Department of Culture & Art, Dankook University)
Li, Shun-Hua (Department of Cosmetology Education, Konkuk University)
Publication Information
Journal of Convergence for Information Technology / v.10, no.12, 2020 , pp. 156-165 More about this Journal
Abstract
330 Korean adult women were examined the correlation between degree of makeup and makeup satisfaction before/after wearing masks due to COVID-19 and the moderating effect of mandatory/voluntary goal-oriented attitude toward makeup. The study found that lip makeup(p<.001) was significant variable in makeup satisfaction before COVID-19, and eyebrow makeup(0<.002) was significant after COVID-19. Although moderating effect of mandatory goal-oriented attitude, which works between degree of makeup before/after COVID-19 and makeup satisfaction was not significant, but moderating effect of voluntary goal-oriented attitude appeared to be significant before(p<.000) and after(p<.000) COVID-19. And the degree of makeup after COVID-19 was lower than before(p<.000). If one believe that makeup is for one's own satisfaction, degree of makeup can be significant effect on the makeup satisfaction, but actual behavior has shown that degree of makeup has decreased since wearing masks because of COVID-19. I hope this research will be used as marketing material for beauty and cosmetics industry.
Keywords
COVID-19; Mask; Degree of makeup; Goal-oriented attitude; Makeup satisfaction;
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