The Influences of the MZ Generation’s Interest in Appearance on Engagement in Beauty Maintenance Behavior

This study aims at figuring out the effects of appearance concern of the MZ Generation who has the most powerful influences in consumption market and offering basic data for beauty market marketing The research period was from March 21st to April 30th, 2022, and the questionnaire survey was conducted on the MZ generation. The total 350 sheets of questionnaire were distributed and 333 excluding incomplete 17 were used for the final analysis. The collected data was processed using frequency analysis, factor analysis, reliability analysis, and multiple regression analysis by SPSS 24.0. As a result, there were four sub-factors in appearance concern and three in beauty management behavior, respectively, and as the appearance concern of the MZ generation was higher, there were more significant effects on demonstration and presentation and as appearance improvement was higher, there were more influences on economy. Therefore, if the MZ generation has higher appearance concern, the beauty management behavior involvement becomes higher, and based on the result, it is expected that the results can be applicable for marketing within the beauty industry and further studies in various themes could follow in the future.