The Effect of Female College Students' Personal Color Perception on Colorful Cosmetics Purchase Behavior and Appearance Management Behavior

Abstract

This study was conducted to analyze the effect of female college students' personal color perception on color cosmetics purchasing behavior and appearance management behavior. Results of the study The results of analyzing the correlation between personal color recognition, color cosmetics purchasing behavior, and appearance management behavior showed that direct recognition, preference recognition, and external advice by sub-factors of color cosmetics purchasing behavior showed preference, fashion, There was a statistically significant positive (+) correlation with skin and recommendation (p<.001), and statistically significant correlations were also found with pursuit of satisfaction, pursuit of fashion, pursuit of function, and pursuit of social achievement by sub-factors of appearance management behavior. There was a positive (+) correlation (p<.001). In addition, preference, fashion, skin, and recommendation by sub-factors of color cosmetics purchasing behavior were found to have a statistically significant positive (+) correlation with the pursuit of satisfaction, pursuit of fashion, pursuit of function, and pursuit of social achievement by sub-factors of appearance management behavior. appeared (p<.001). As a result of analyzing the effect of female college students' personal color perception on color cosmetics purchasing behavior, skin had the greatest influence on color cosmetics purchasing behavior, followed by preference and recommendation. As a result of analyzing the effect of female college students' personal color recognition on appearance management behavior, satisfaction pursuit had the greatest influence on appearance management behavior, followed by function pursuit, social achievement pursuit, and fashion pursuit. If you apply personal color correctly, it is judged that you can expect to create a look that suits the individual and increase the image.