직장인의 뷰티관심도와 소비가치관이 뷰티관리행동에 미치는 영향

The Effect of Office worker’s Beauty Interest and Consumption Values on Beauty Management Behaviors

As human life expectancy has increased, the beauty industry has expanded and evolved. This study aims to examine the growing consumer interest in beauty, evaluate office workers' attitudes and values regarding beauty consumption, and understand how these factors influence their beauty management behaviors. The goal is to provide foundational data to help develop more effective and positive strategies in the industry. To achieve this, an offline self-administered questionnaire was conducted with adult men and women in their 20s to 50s from April 21 to May 10, 2024. A total of 338 responses were included in the final analysis. The data collected was analyzed using SPSS 22.0. Frequency analysis was performed to examine the general characteristics of the participants. Factor analysis was used to validate the significance of office workers' interest in beauty, their consumption values, and their beauty management behaviors. Finally, regression analysis was carried out to assess the impact of these factors—interest in beauty and consumption values—on their beauty management behaviors. The study results reveal the following: In terms of interest in beauty, appearance interest, interest in management tools, and interest in professional care were found to have a statistically significant positive (+) impact on beauty management behaviors. Additionally, consumer value factors were shown to have a statistically significant impact on beauty management behavior factors, including hair care, nail/makeup care, skin care, and dietary management. It is anticipated that the study results can be used as foundational data for marketing strategies in the beauty industry.