Comparison between Pursuit Image and Make-up Behavior According to Appearance Management Motive Type

Abstract

The purpose of this research is to figure out various feature of appearance management motive by understanding connection among appearance management motive, pursuit image and make-up behavior from adult women. The age group is between 20-50 age and total 340 adult women were participated in the survey. We analyzed and utilize total 333 answers. We conducted factor analysis, frequency analysis, reliability analysis, cluster analysis by using SPSS 21.0 data analysis method. Make-up behavior is not effected by others’ consciousness of make-up behavior, make-up behavior based on information, similarity evasion type of make-up behavior and trend but effected by pursuit of distinction of make-up behavior, personal relation type of make-up behavior and individual psychological variable. The result is that there is significant difference according to type of appearance management motive. If the research for pursuit image, make-up behavior, make-up purchasing behavior and behavior after purchasing cosmetic according to type of appearance management motive, It would be helpful to understand the relationship between customer psychological variable and customer behavioral variable since make-up behavior is variable affecting cosmetic purchasing behavior and behavior after purchasing cosmetic.

The Effect of Image Management Behavior and Interpersonal Tendency of Beauty Workers on Psychological Expectations

“…이러한 현실 을 지각함으로써 정신적, 물질적으로 자신의 외모에 대하여 시 간과 비용을 투자하고 있으며, 자신의 경쟁력을 높이기 위해 외모관리행동이 필수적인 요소로 인식 될 만큼 관계가 있다 *Corresponding author: Eun-Jun Park Tel : +82-2-940-7846 E-mail : aymdream@hanmail.net 접수일(2022년 6월 22일)/수정일(2022년 8월 10일)/채택일(2023년 3월 3일) (Kang & Park, 2009). Lee & Jang(2013) (Lee, 2004). Kim(2011) (Heo, 1991).…”