경험유무에 따른 미의식이 외모관리행동의 지불의사에 미치는 영향

The purpose of this study was to investigate women's aesthetic dimension and to look into the relationshipbetween beauty and appearance management behavior WTP by experience. A survey on a sample of 275 womenapplying airlines applicants in Busan area was conducted for data collection. SPSS 15.0 was used to examine theinfluence of aesthetic consciousness on appearance management behavior. Moreover, Chow Test was conducted toverify the difference in effects of experience state on appearance management behavior's WTP. The result of thestudy suggested that the experience on appearance management behavior had a positive effect on appearancemanagement behavior's WTP. The results showed that there was a significant difference between the experiencegroup and the inexperience group by the Chow test. The experienced group was more significantly affected by WTPthan the inexperienced one. This indicates that the former was more willing to pay for continuous appearancemanagement behavior than the later. Therefore, the industry related to appearance management should devise themethod for airline applicants to care their appearance more actively through free experience service and variousevents.