The Influence of Adult Women’s Appearance Management Motivation and Attitude on Appearance Management Behavior: Focusing on Weight Control, Cosmetic Surgery, and Makeup Behavior

This study examined the influence of appearance management motivation on appearance management behavior through appearance management attitude among adult women aged 20 to 50 residing in Daejeon and Chungnam. The collected data were analyzed using SPSS WIN 26.0, applying frequency analysis, Cronbach’s α coefficient, descriptive statistical analysis, ANOVA (F-test), correlation analysis, and multiple regression analysis. The study results are as follows. First, both rational and emotional motivations for weight control behavior exhibited a full mediation effect, influencing behavior only through appearance management attitude. Second, in makeup behavior, rational motivation showed a full mediation effect, influencing behavior only through appearance management attitude. However, emotional motivation had both a direct effect on appearance management behavior and an indirect effect through appearance management attitude, indicating a partial mediation effect. Third, for cosmetic surgery behavior, rational motivation showed a full mediation effect, influencing behavior only through appearance management attitude. Meanwhile, emotional motivation had a direct effect on behavior as well as an indirect effect through appearance management attitude, demonstrating a partial mediation effect.