성인여성의 외모관리 동기 및 태도가 외모관리 행동에 미치는 영향 : 의복행동, 피부관리행동, 헤어행동 중심으로

Abstract

Our study targeted adult women aged 20 to 50 years, who live in Daejeon and South Chungcheong Province. In order to examine the fundamental reasons for adult women to manage their appearance, we studied the influence of motivation and attitudes to manage appearance. We used SPSS WIN 26.0 to analyze the collected data. Through descriptive statistical analysis, we examined the distribution of general characteristics, attitudes toward managing appearances, motivation, and attitudes of the survey subjects. We conducted ANOVA (F-test), correlation analysis, and multiple regression analysis to examine the impact of motivation and attitudes toward managing appearances. Results from our research reveal that clothing choices have a direct positive effect on both rational and emotional motivation. However, attitudes that manage appearances have a partial mediation effect on rational and emotional motivation. Regarding hair behavior, rational motivation had a full mediation effect only through the attitudes of managing appearances, but emotional motivation had a direct positive effect and also had a positive partial mediation effect through the attitudes of managing appearances. Rational motivation had a direct positive effect on skin care behavior and also had a partial mediating positive effect through the attitudes of managing appearances. Emotional motivation had a full mediating effect through the attitudes that manage appearances.