뷰티 종사자의 라이프스타일이 외모관리인식과 소비성향에 미치는 영향

Abstract

This study investigated the effects of lifestyle on the perception of appearance management and consumption propensity, with a focus on beauty professionals with strong productive tendencies among consumer groups. The results of the analysis verified the relationship between beauty employee perception of appearance management, consumption propensity, and lifestyle, and provided basic data for understanding the group of beauty professionals in the future. Simply put, the stronger the perception that beauty workers should be interested in their appearance and actively manage it, the higher the tendency to consume. Furthermore, this study found that the lifestyle of beauty workers has a positive effect on both appearance management and consumption propensity. In conjunction, these results demonstrate that lifestyle serves as a very important variable in understanding the behavior of beauty professionals, and may provide practical implications for the formulation of marketing strategy and consumer segmentation in beauty-related industries.