Abstract
This study attempted to investigate the influence of the perception of personal color on makeup behavior against MZers in Gwangju and Jeollanam-do with a goal of providing basic data for marketing strategies, and the results found the followings: ‘Advice from Outsiders (β=.457, p<.001)’ and ‘Direct Perception (β=.266, p<.001)’ had a positive effect on ‘Pursuit of Satisfaction’ with statistical significance. In addition, ‘Direct Perception (β=.307, p<.001)’ revealed a positive influence on ‘Popularity-seeking Behavior’ with statistical significance. Furthermore, ‘Advice from Outsiders (β=.171, p<.05)’ and ‘Direct Perception (β=.256, p<.01)’ showed a positive effect on ‘Sociality-seeking Behavior’ with statistical significance. The above results confirm that wearing makeup in perception of personal color can enhance self-confidence and satisfaction and create a good impression in interpersonal relationships. The study results
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