Research Paper : The Effects of Sociality and Self-esteem on Appearance Management Behavior

Kang, Pyeong Mi; Park, Kil Soon

Journal of the Korean Society of Cosmetology 2016;22(1):189-196.
Published online February 28, 2016.

사회성과 자아존중감이 외모관리행동에 미치는 영향

강평미, 박길순

Research Paper : The Effects of Sociality and Self-esteem on Appearance Management Behavior

Pyeong Mi Kang, Kil Soon Park

Abstract

The purpose of this study is to understand the effects of sociality and self-esteem on appearance management behavior of University students. The research period was from May 1st, 2015 to May 15th, 2015. The total number of examples were 390, and AMOS 21.0 was used for the hypothesis test. The result of the study was; first, sociality was shown to have positive effect on self-esteem. Second, selfesteem was shown to have negative effect on make-up behavior, and less than significant level on hair-do behavior. Third, sociality was shown to have positive effect on appearance management. Fourth, self-esteem was shown not to have significant mediator effect between sociality and hair-do behavior, however, did have significant mediator effect between sociality and make-up behavior. Hence, it was understood that, syntagmatically, the mediator effect of self-esteem was not valid on hair-do behavior but valid on make-up behavior. Based on these research results, an implication of University students

Key Words: Sociality, Self-esteem, Appearance management behavior