A Study on the Relationship Between Self-Efficacy and Beauty Brand Pursuit and Beauty Purchase Persistence of Adult Women

This study attempted to examine the relationship between Self-Efficacy, Beauty Brand Pursuit, and Beauty Purchase Persistence among Adult women. Frequency analysis of the study participants was conducted for the research data, correlation analysis was conducted to analyze the correlation between variables, and simple regression analysis was conducted to examine the influence between variables. The results are as follows. First, it was found that there was a positive correlation relationship between Self-Efficacy, Beauty Brand Pursuit, and Beauty Purchase Persistence. Second, Self-Efficacy (β=.139, p<.05) was found to have a significant effect on Beauty Brand Pursuit, and Self-Efficacy (β =.273, p<.001) also had a significant effect on beauty purchase persistence. Through this, the higher the Self-Efficacy, the higher the pursuit of Beauty Brands and the continuity of Beauty Purchases. Based on the above research results, we would like to provide basic and useful data for K-beauty industry marketing. In addition, companies expect to establish groundbreaking marketing strategies so that consumers can continue to manage their appearance and form a high sense of Self-Efficacy to lead successful interpersonal relationships and social life.