earticle

영어

This study has attempted to determine the effect of intrinsic self- esteem and body satisfaction in women in their 20s-40s on beauty management behavior and to provide useful data for the establishment of adequate interpersonal relationships and marketing. The following results were obtained: First, the extrinsic satisfaction of women in their 20s-40s was 2.74 (above average). Specifically, the highest satisfaction was observed with facial features because aesthetic beauty and cosmetic surgery for intrinsic and extrinsic satisfaction have become common in modern society. Second, self-esteem was classified into three categories: subjective satisfaction, comparative satisfaction and objective satisfaction. As subjective satisfaction and comparative satisfaction were higher, femininity was strong. As objective satisfaction was higher, the latest trend was preferred. Third, among extrinsic body satisfaction factors, body proportions had the biggest effect on beauty management behavior. As satisfaction with facial features and lower body was higher, beauty management behavior was stronger. As satisfaction with facial shape, skin conditions, upper body, weight and hair conditions was higher, on the contrary, beauty management behavior weakened. Fourth, according to analysis of the effect of intrinsic self-esteem and extrinsic body satisfaction on beauty management behavior, intrinsic self-esteem had a direct effect on beauty management behavior. Those with extrinsic body satisfaction were weaker than those with intrinsic self-esteem in terms of beauty management behavior (i.e., beauty care behavior).