Effects of Active Senior's Appearance Management Behavior on Quality of Life by Mediating Self-esteem

Abstract

This study mainly aims to analyze how the appearance management behaviors from active seniors affect quality of life by mediating selfesteem. A survey for the research was conducted on 396 men and women in their 50s and 60s living in Seoul metropolitan area, and the results of data analysis using SPSS WIN 23.0 program are as follows. The factors of appearance management behavior were extracted into three factors: fashion, beauty, and body type management. For the quality of life, it was extracted into physical health, mental health, and social health. As a result of conducting multiple regression analysis to clarify the effect of appearance management behavior and self-esteem on the quality of life, body type management and self-esteem had a statistically significant effect on the quality of life: physical, mental, and social health (p<.001). In brief, self-esteem played a complete mediating role in the relationship among fashion, beauty management, and quality of life with physical, mental, and social health. At the same time, it became a complete medium between body type management and quality of life with social health. In addition, self-esteem plays a partial mediating role in the relationship between body type management and quality of life with physical and mental health. Through the results of this study, it was confirmed that appearance management behavior is a significant factor in increasing self-esteem of active seniors. In particular, appearance management behavior is an important factor for them to prepare their own healthy old ages physically, mentally, and socially. Thus, active seniors’ appearance management behavior should be considered in terms of marketing and service or developing customized products for them in the beauty and cosmetic industry.