Purpose: Women in their 30s and 40s are most active in terms of their professional life, and it may be said that the public value of social activities is quite large. Self-efficacy for the public value influences interpersonal rela-tionships in professional life and is also an important factor manifested through the appearance management behaviors. The purpose of this study is to examine and understand the effect of self-efficacy on the appearance management behaviors for the women in their 30s and 40s. Method: In this study, a total of 577 copies were used for the final statistical analysis data. For the question-naire’s questions for the development of the scale of this study, a survey method was used for the women in their 30s and 40s for an empirical study. Self-efficacy was used as three factors of physical self-efficacy, social self-efficacy, and task difficulty preference, and appearance management behavior was used as five factors of cosmet-ic management, skin care, weight management, hair care, and clothing management. Results: First, among the sub-factors of self-efficacy among the women in their 30s and 40s, and as for the physical self-efficacy and social self-efficacy, it turned out that there was a significant negative (-) correlation concerning skin care , hair care and clothing care among the appearance management behaviors. Among the sub-factors of self-efficacy, and as for the preference for the level of task related difficulty, it turned out that there is a significant positive (+) correlation concerning plastic management and weight management among the appearance management behaviors. Second, as for the effect of self-efficacy on weight control among the appearance management behaviors, so-cial self-efficacy and the preference for the level of task-related difficulty turned out to have statistically significant effects. Among the appearance management behaviors, and as for clothing management, it turned out that there was a statistically significant effect for physical self-efficacy, social self-efficacy and the preference for the level of task related difficulty. The rest of the factors did not turn out to be significant. Conclusion: As the women s social activities have increased, the public value socially speaking has increasingly grown, and it is considered that it is very important for women to take care of their appearance Therefore, it is expected that this study will examine women s self-efficacy and well understand women s interest, so that they can be well-activated in the marketing of the beauty market and the fashion market.
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4. Conclusion and Recommendation