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한국인체미용예술학회지 제25권 제4호.jpg
KCI등재 학술저널

MZ세대 여성들의 외모지향과 뷰티관심도 연구

An Empirical Study on Appearance Orientation and Beauty Interest Among Generation MZ Women

DOI : 10.18693/jksba.2024.25.4.85
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This study aimed to explore the appearance management orientation and beauty interests of Generation MZ women, who have driven changes and consumer trends in the beauty industry. To achieve this, a survey was conducted targeting Generation MZ women from May 14 to June 15, 2024, using an online questionnaire. Out of 380 questionnaires distributed, 350 were collected, excluding those with inadequate responses. The collected data were analyzed using reliability analysis, frequency and percentage analysis, cross-tabulation, t-tests, one-way ANOVA, correlations, and multiple regression analysis. The results revealed the following: First, the average appearance management orientation was 3.37 out of 5, indicating a moderate level. Second, interest in beauty averaged 3.56 out of 5, reflecting a higher level of engagement. Third, a significant relationship was found between appearance management orientation and beauty interest (p<.001, p<.01, p<.01). These results suggest that as the level of appearance management orientation among Generation MZ women increases, their interest in beauty also rises. This indicates that appearance management orientation positively influences beauty interest, emphasizing the psychological motivation of this generation to enhance their appearance. Consequently, there is a need for marketing and promotional strategies that not only meet MZers’ beauty interests but also encourage their engagement in beauty management practices.

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론

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