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http://dx.doi.org/10.5762/KAIS.2020.21.12.377

The Structural Relationships between Job-Engagement, Self-Esteem, Positive Thinking on Image-Making Efficacy of Beauty Professionals  

Lee, Yu-Rim (Division of Beauty Design, Shin-Gyeong University)
Yu, Jin-Woo (Division of Beauty Design, Shin-Gyeong University)
Kim, Jang-Hyeon (Division of Fashion, Chung-Ang University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.12, 2020 , pp. 377-386 More about this Journal
Abstract
The image of beauty professionals who have wide contact with consumers is an important factor that can increase satisfaction and loyalty in consumers by exerting a positive influence on them. The purpose of this study is to investigate the influence of, and relationships among, self-esteem, positive thinking, and job commitment on image-making efficacy in beauty professionals. The method and scope of this study were carried out by theoretical research related to image-making efficacy, positive thinking, self-esteem, job engagement, and survey research with beauty professionals located in Seoul and the Gyeonggi-do area. We used SPSS v. 23.0 and Amos v. 23.0 to analyze demographic characteristics, the coefficient of internal consistency of the survey items, descriptive statistics, Pearson's correlation, and the Sobel Test. The results of the study show that the image-making efficacy of beauty professionals had a positive (+) effect on self-esteem, positive thinking, and job commitment. Second, self-esteem in beauty professionals was found to exert a positive effect (+) on their positive thinking and job commitment. Third, positive thinking by beauty professionals contributed to a positive effect (+) on job commitment. Fourth, the study found that self-esteem and positive thinking mediated the relationship between beauty professionals' image-making efficacy and job commitment.
Keywords
Beauty Professionals; Image-Making Efficacy; Job Engagement; Self-Esteem; Positive Thinking;
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