The Mediating Effect of Socio-Cultural Attitude towards Appearance on the Appearance Interest in the Relationship between Acne Perception and Appearance Satisfaction

The Mediating Effect of Socio-Cultural Attitude towards Appearance on the Appearance Interest in the Relationship between Acne Perception and Appearance Satisfaction

Purpose: The purpose of this study was to examine and understand the mediating effect of socio-cultural attitude towards appearance on the appearance interest in the relationship between acne perception and appearance satisfaction, and provide a practical assistance for the programs for the acne skin in the beauty industry and market. Method: In this study, the statistical analysis was conducted using the SPSS 25.0 and AMOS 22.0 programs of 282 online questionnaires for the subjects with acne skin. Results: As for the results of this study, the socio-cultural attitude towards appearance has had a positively significant impact on the appearance interest(β=.453, p<.001), acne perception(β=.149, p<.05), and appearance satisfaction(β=.535, p<. 001), and the direct effect of socio-cultural attitude towards appearance on the appearance satisfaction was negatively significant(β=-.362, p<.001), while having a positively significant effect on the acne perception(β=.149, p<.05). Furthermore, in the relationship between the socio-cultural attitude towards appearance and appearance satisfaction, the interest in appearance demonstrated a positive mediating effect. This is a result demonstrating that if a person's socio-cultural attitude towards appearance is large, he or she can directly cause dissatisfaction with one's appearance, yet if one's interest in the appearance is raised before then, the appearance satisfaction might also be increased as a result. Conclusion: Based on the results of this study, it was confirmed that the larger the socio-cultural attitude towards the appearance, the larger the appearance interest and acne perception scores, and the larger the appearance interest, the larger the appearance satisfaction. Meanwhile, the socio-cultural attitude towards appearance negatively and significantly impacts the appearance satisfaction. Hence, it is apparent that the overall appearance is important as it impacts the appearance interest, not the skin type, and when consulting with the customers with acne skin, it is necessary to present the direction of interest in the appearance and suggest that it is also important to accurately perceive one's own skin condition. Through which, it is intended that the direction of social and cultural attitude towards appearance and interest in the appearance are presented to provide the services desired by consumers to increase their satisfaction with their appearance, and furthermore, provide assistance for the practical on-site management programs and counseling skills for acne skin in the medical skin care beauty industry and market.