Abstract
This study attempted to investigate the influence of beauty care behavior on psychological factors such as appearance-based success orientation and self-efficacy against Generation Z women. For this, a questionnaire survey was performed against Gen Z women living in Busan and capital region over 14 days. A total of 429 copies were used for final analysis. The collected data were analyzed by frequency analysis, factor analysis (principal component analysis (PCA), Varimax), reliability analysis and regression analysis, using SPSS 22.0, and the results found the followings: First, personal appearance-based success orientation has become stronger through beauty care which is conducted for personal or social satisfaction. Second, self-efficacy which refers to confidence in a person’s capability under common situations and confidence in interactive ability with others improved through beauty care behavior. With a rapid change in the times and generations, everything has rapidly changed. In such circumstances, it is anticipated that the study results (‘beauty care behavior enhances appearance-based success orientation and self-efficacy in Gen Z women’) would be helpful in understanding new generation who are expected to lead beauty markets and preparing for the future.
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