Effects of Adult Male and Female Values and Life Patterns on Beauty Management Behavior

This study categorized values and life patterns and investigated the relationship between beauty management behaviors by type. A survey was conducted on adult men and women who showed the most active consumption activities, and frequency analysis, factor analysis, reliability verification, technical statistics analysis, correlation analysis, and multiple regression analysis were conducted on the collected data. The results are as follows. First, it was found that there was a positive correlation between values, life patterns, and beauty management behavior. Second, the higher the enjoyment-oriented values, the higher the beauty management behavior. Third, the higher the economic practical orientation, trend pursuit, and appearance orientation of the life pattern, the higher the beauty management behavior. Through the results of this study, we analyze the types of consumers and study the relationship to present new consumption directions that fit their needs and trends, and provide basic data necessary for marketing of the beauty industry to identify the consumption market and contribute to the development of K-beauty.