성인남성의 웰니스지각에 따른 피부미용 인식 및 태도, 행동의도에 관한 연구

Study on Aesthetics Awareness, Attitude and Behavioral Intention by Perception of Wellness in Adult Men

This study investigated the influence of wellness perception on aesthetic awareness, attitude and behavioral intention among adult men in the Republic of Korea and established basic data needed to facilitate the beauty industry through the segmentation of the aesthetic market for men. To find out the general characteristics of adult men, specific groups were excluded and samples were collected by referral to specialized research institutes. The causal relationship between variables was analyzed by performing correlation and multiple regression analysis using the collected samples. The results found the following: First, perception of health, sex and self-reflection had a significant effect on aesthetic awareness. Second, perception of health, sex, self-reflection and nature revealed a significant influence on aesthetic attitude. Third, perception of health, self-reflection and nature showed a significant impact on behavioral intention. Fourth, aesthetics awareness played a mediating role between wellness perception, aesthetics attitude and behavioral intention. The above results confirmed that while men’s wellness perception of health, sex, self-reflection and nature had a significant influence on overall aesthetics behavior, wellness perception on work and communication did not have any impact on their aesthetics awareness, attitude and behavioral intention. It was concluded that health management and aesthetic care are very closely related with each other for healthy life, and it is anticipated that they would have a positive influence on the aesthetic industry for men as wellness for men’s lives becomes more common. Therefore, this study proposes the need for segmented strategies.