A Study on the Effect of Generation ZA’s Perception of Beauty Consumption Value on Appearance Management Behavior

This study aimed to investigate the influence of Generation ZA’s perception of beauty consumption value on their appearance management behavior. The research method was to conduct a survey targeting men and women born between 1995 and 2015 in Jeonbuk Special Self-Governing Province, Daejeon Metropolitan City, and Chungcheongnam-do and Chungcheongbuk-do. The collected data was analyzed using the statistical program SPSS 28.0, and the research results are as follows.First, as a result of the general characteristics of the study subjects, 32.8% were males and 67.2% were females, 28.8% were before 1995-2000 by age, 94.4% were unmarried by marital status, 40.3% were high school graduates, 70.0% were students by occupation, 47.2% were others by average monthly income of their families, and 85.6% were in Jeonbuk Special Self-Governing Province by place of residence. Second, as a result of the difference in perception of beauty consumption value, and appearance management behavior according to general characteristics, the result of the difference in the perception of beauty consumption value was that the perception of beauty consumption value according to age was higher in the perception of appearance attractiveness in those born between 1995-2005 and 2005-2010. Situational value perception was found to be higher in those born between 1995-2005 and 2005-2010. The results of the difference in appearance management behavior showed that the difference in appearance management behavior according to age was higher in all appearance management behaviors and in the subdomains of weight management and beauty management, birth between 1995-2005 and 2005-2010 had higher weight management behaviors. The difference in appearance management behavior according to the final educational level was found to be higher in weight management behavior with a higher final educational level. Third, the results of the influence of beauty consumption value perception on appearance management behavior are as follows. The results of verifying the influence of the ZA generation's beauty consumption value perception on appearance management behavior showed a significant positive(+) effect.