헤어컬러 선택동기가 외모만족도 및 자아존중감에 미치는 영향에 관한 연구

A Study on the Impact of Hair Color Selection Motives on Appearance Satisfaction and Self-Esteem

This study aimed to examine how motives for hair color selection influence appearance satisfaction and self-esteem among college students. The factor analysis of hair color selection motives identified three aspects: image and harmony, trend and self-expression, and psychological and emotional. Both appearance satisfaction and self-esteem demonstrated high reliability. According to correlation analysis, all three motive were positively associated with appearance satisfaction. In addition, multiple regression analysis revealed that trend and self-expression and psychological and emotional motives had a statistically significant impact on appearance satisfaction. Furthermore, mediation analysis confirmed that appearance satisfaction serves as a key mediator of the relationship between hair color selection and self-esteem. These findings suggest that hair color choice plays an important role in individuals’ emotional experiences and perceptions of appearance, thereby implying their potential to influence psychological stability and self-esteem.