The Effect of Body Image Recognition of Manipulative Therapy based on KINESIOLOGY of Customers on the Appearance Management Behaviors

Purpose: In this study, we intend to investigate the condition of the face and body that we want to improve for customers who use manipulative therapy based on kinesiology in the beauty shop. The purpose of this study is to analyze the effect of Body Image Recognition and its sub-factors on Appearance Management Behaviors in order to obtain basic data for vitalization of the beauty industry. Method: The subjects of this study were customers who use manipulative therapy based on kinesiology in the beauty shop, and to validate the research issue, 219 copies of online. Empirical statistical analysis was performed using SPSS 25.0 program, and chi-squared test, one-way ANOVA, Pearson’s correlation, simple regression analysis, and multiple regression analysis methods were used. Results: The results of the analysis performed are as follows: First, the parts of the face that we want to im-prove by gender are as follows. Men wanted the wrinkles around the eyes to be improved, and women wanted the nasolabial folds to look younger(χ2=28.121, p<.001). As for the parts of the body that they want to be im-proved, they hoped for changes in the abdomen and waist at all age groups, and those in their 20s and 40s wanted the lower body and calves to be improved, and those in their 50s and older wanted beautiful improve-ments in the clavicle and back neck line(χ2 =22.033, p<.05). Second, women were perceived to be healthier than men(t=-2.961, p<.01), but their Self-body Image Recognition level was lower(t=3.247, p<.01). Third, Body Image Recognition was found to have a positive effect on Appearance Management Behavior(β=.381, p<.001). Specifi-cally, it was found that the higher the level of Health Awareness(β=.207, p<.01) and Self-body Image Recogni-tion(β=.193, p<.01), the higher the Appearance Management Behavior. Conclusion: Based on the results of this study, as each gender and age group have different desires to improve with manual therapy, it is necessary to develop a differentiated program. And these results suggest that there is a high possibility that it has a positive effect on the appearance of customers and that various levels of manage-ment behavior lead to consumption of beauty and health services.