대학생의 외모관리 기대가치와 뷰티관리행동 간의 관계에서 외모자신감의 조절효과
The Moderating Effect of Confidence in Appearance in the Relationship Between Expected Value of Appearance Management and Beauty Management Behavior of College Students
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This study aims to investigate the moderating effect of appearance confidence in the relationship between theexpected value of appearance management and beauty management behavior of college students. For data collection, 300questionnaires were distributed among the students of a 4-year university in Gwangju, Republic of Korea from April 12to 22, 2022; 273 copies were collected, and 259 copies were used as the final sample. SPSS 21.0 was used to analyze thecollected 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 sig-nificant positive (+) effect on beauty management behavior. Taken together, the results of the study show that the higherthe level of social internalization, play and sympathy values, and appearance confidence of the expected value of appear-ance management, the higher the college students’ beauty management behavior. Taken together, the results of the studyshow that the higher the level of social internalization, play conformity value, and appearance confidence of the expectedvalue of appearance management, the higher the college students' beauty management behavior. This was confirmed toact as a reinforcing mechanism.
Abstract
This study aims to investigate the moderating effect of appearance confidence in the relationship between theexpected value of appearance management and beauty management behavior of college students. For data collection, 300questionnaires were distributed among the students of a 4-year university in Gwangju, Republic of Korea from April 12to 22, 2022; 273 copies were collected, and 259 copies were used as the final sample. SPSS 21.0 was used to analyze thecollected 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 sig-nificant positive (+) effect on beauty management behavior. Taken together, the results of the study show that the higherthe level of social internalization, play and sympathy values, and appearance confidence of the expected value of appear-ance management, the higher the college students’ beauty management behavior. Taken together, the results of the studyshow that the higher the level of social internalization, play conformity value, and appearance confidence of the expectedvalue of appearance management, the higher the college students' beauty management behavior. This was confirmed toact as a reinforcing mechanism.
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