A Study on Skin Care Awareness and Skin Care Behavior Based on Health Belief Model: Grand Prize of the Department of Beauty at the University of China

The purpose of this study was to empirically analyze the effects of the Health Belief Model (HBM) on skin care behavior and to verify the mediating role of skin care perception among beauty major college students in six universities located in Hunan and Zhejiang provinces, China. A total of 194 valid samples were collected and analyzed using factor analysis, reliability analysis, correlation analysis, and regression analysis. The main factors of the HBM — perceived susceptibility, perceived severity, perceived benefits, and perceived barriers — were set as independent variables; skin care perception was set as a mediating variable; and skin care behavior (self-care behavior and professional care behavior) was established as the dependent variable. The results revealed that perceived severity and perceived benefits had a significant positive effect on skin care perception, and that skin care perception had a significant positive effect on skin care behavior. Moreover, skin care perception was found to mediate the relationship between health belief factors and skin care behavior. These findings suggest that skin care perception functions as a key cognitive link between health beliefs and behavioral outcomes. This study provides theoretical implications for expanding the explanatory power of the Health Belief Model in the field of beauty health management and offers practical insights for developing effective skin health education programs and customized counseling strategies for beauty major college students.