MZ세대의 라이프스타일과 신체이미지가 외모관리행동에 미치는 영향

Abstract

This study aims to investigate the relationships between the Lifestyle, B ody image, and Appearance Management Behavior of the MZ generation. The subjects of this study were 518 persons of the MZ generation, and the samples for questionnaire were extracted using convenience sampling, one of the non-probability sampling methods. The questionnaire sheets were collected after the study subjects completed the questionnaire through the self-assessment writing method in which the study subjects read and filled out the questionnaire firsthand. As data processing methods for verifying research questions, reliability analysis and multiple regression analysis were conducted using the Cronbach’s Alpha (a) coefficient obtained through frequency analysis, exploratory factory analysis (EFA), and internal consistency test using SPSS 18.0, a statistical program, and the results obtained through the above research methods and data analysis are as followsFirst, as for the effects of the MZ generation’s lifestyle on body image, it was found that fashion-seeking, appearance-seeking, and health-seeking types had statistically significant positive effects on the satisfaction with appearance, a sub-factor of body image. In addition, as for the effects of the MZ generation’s lifestyle on appearance-seeking, a sub-factor of body image, it was found that fashion-seeking and ostentation-desire types had quite significant positive effects. Second, the effect of MZ generation’s lifestyle on appearance management behavior was analyzed and according to the results, among the sub-factors of lifestyle, fashion-seeking type, appearance -seeking type, and equal thinking type had quite significant positive effects on daily appearance management behavior. Third, the effect of the MZ generation’s body image on their appearance management behavior was analyzed and according to the result, body image had a positive effect on daily management but a negative (-) effect on satisfaction with appearance in specific management. This study is meaningful in that it examined the lifestyle, body image, and appearance management behavior together, rather than fragmentarily analyzing the characteristics of the MZ generation and it is expected that the results of this study can be basic data for related industries’ marketing plans and proper appearance management behavior education.