자기애성향과 신체존중감이 뷰티관리 및 헤어행동에 미치는 영향
The Effects of a Narcissistic Tendency and Body Esteem on Beauty Management and Hair Behavior
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This study aims to investigate correlation between women’s covert·overt narcissistic tendency, body esteem, beauty management, and hair behavior and figure out the effects of their demographic variables, personal characteristics, covert·overt narcissistic tendency, and body esteem on beauty management and hair behavior. And this study is significant in that it attempts to understand consumer needs and suggest directions for contemporaries’ desirable beauty management and hair behavior through the research. As a study method, the questionnaire method was employed. To sum up the above results, total beauty management was more improved when their appearance management cost was higher, the women were married, smoking, or going on a diet, and they showed their higher average monthly income, covert·overt narcissistic tendency, or body esteem. Regarding total hair behavior, hair behavior was higher when they were older or smoking or showed their higher appearance management cost, cover·tovert narcissistic tendency, or appearance esteem, or lower weight satisfaction.it is expected that this study that deals with beauty management and hair behavior according to the narcissistic tendency and body esteem in contemporaries tending to be individualistic and ostentatious will be used as foundational material to establish effective marketing strategies in beauty industry. And it is also expected that more subdivided researches will be performed afterwards in order to reduce anxiety and depression that may be resulted from contemporaries’ negative narcissistic tendency through beauty management and hair behavior.
Abstract
This study aims to investigate correlation between women’s covert·overt narcissistic tendency, body esteem, beauty management, and hair behavior and figure out the effects of their demographic variables, personal characteristics, covert·overt narcissistic tendency, and body esteem on beauty management and hair behavior. And this study is significant in that it attempts to understand consumer needs and suggest directions for contemporaries’ desirable beauty management and hair behavior through the research. As a study method, the questionnaire method was employed. To sum up the above results, total beauty management was more improved when their appearance management cost was higher, the women were married, smoking, or going on a diet, and they showed their higher average monthly income, covert·overt narcissistic tendency, or body esteem. Regarding total hair behavior, hair behavior was higher when they were older or smoking or showed their higher appearance management cost, cover·tovert narcissistic tendency, or appearance esteem, or lower weight satisfaction.it is expected that this study that deals with beauty management and hair behavior according to the narcissistic tendency and body esteem in contemporaries tending to be individualistic and ostentatious will be used as foundational material to establish effective marketing strategies in beauty industry. And it is also expected that more subdivided researches will be performed afterwards in order to reduce anxiety and depression that may be resulted from contemporaries’ negative narcissistic tendency through beauty management and hair behavior.
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