A Study on the Effect of Sociocultural Pressure of Adult Women on Appearance Management Behavior by Mediating Consideration for Others

This study aims to develop effective marketing strategies and programs that can promote appearance management behavior by analyzing the effects of sociocultural pressures on adult women’s appearance management behavior through social orientation. For empirical analysis, a questionnaire survey was conducted on adult women aged 20 to 50 living in Daejeon, Chungnam, and Sejong, and Gyeonggi regions, and 204 valid copies were investigated. The collected data were analyzed using SPSS WIN 26.0, and frequency analysis and reliability analysis were performed to confirm the demographic characteristics and reliability of the measurement tool, respectively. In addition, multiple regression analysis mediating effects were conducted to confirm the mediating effect of social orientation in the relationship between socio-cultural pressure, social orientation, and appearance management behavior. The research results accordingly are as follows. First, the research hypothesis that socio-cultural pressure affects appearance management behavior was adopted, and specifically, there was an influence of the mass media. Second, the research hypothesis that socio-cultural pressure affects social orientation was also adopted, and specifically, there was an influence of the mass media and lover consciousness. Third, the research hypothesis that social orientation affects appearance management behavior was also adopted, and the influence was influenced in the order of hair (β=0.381), makeup (β=0.351) > skin (β=0.302). Fourth, it is investigated that socio-cultural pressure affects appearance management behavior through social orientation, indicating that social consideration is necessary because socio-cultural pressure decreases through social orientation.