Abstract
This study attempted to investigate the influence of narcissistic personality and beauty benefits on makeup behavior. For this, a questionnaire survey was performed against adult women in their 20-50s, and the collected data were analyzed, using SPSS 26.0. To analyze subjects’ general characteristics, frequency analysis was conducted. For factor analysis and reliability testing, in addition, exploratory factor analysis and Cronbach’s α were carried out respectively. In terms of a research method, Pearson correlation and multiple regression analysis were performed, and the results found the followings: First, in the influence of narcissistic personality on makeup behavior, as other-dependent propensity increased, social management behavior was also high. As self-initiative tendency rose, furthermore, personal management behavior was high. Second, in the effects of beauty benefits on makeup behavior, symbolic benefits were greater than hedonic benefits in terms of influence on social management behavior while the former was smaller than the latter in terms of influence on personal management behavior. Third, in the effects of narcissistic personality on beauty benefits, as other-dependent propensity increased, both hedonic and symbolic benefits were high accordingly.
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