뷰티 관리행동이 심리적 행복감과 자아존중감에 미치는 영향

This study conducted frequency analysis, factor analysis, reliability analysis, and multiple regression analysis using SPSS 24.0 for empirical research on the general public living in Seoul and Gyeonggi Province to understand the effect of Aesthetic Care behavior on psychological happiness and self-esteem. As a result, the higher the trend of beauty management behavior, the higher the psychological happiness, the more makeup management, hair management, and skin care, the more stable the social activity happiness, and the higher the makeup management tendency, the lower the stability of family happiness. As a result of examining the effect of beauty management behavior on self-esteem, it was found that the higher the skin management tendency, the lower the negative attitude, the higher the hair management and skin management tendency, and the lower the negative attitude. As a result, it has been confirmed that there is a change in makeup management behavior rather than skin management. It is believed that this study should provide information on active beauty management behavior by utilizing offline and online so that consumers’ interest can be continuously maintained.