MZ세대의 자아존중감이 헤어관리행동에 미치는 영향과 연령의 조절효과

The MZ generation which is exerting a strong influence on the market​ is a consumer group with the characteristics of following and leading the rapidly changing trends of modern society, forming them into mainstream social culture, valuing individual characteristics, and expressing their individuality through appearance management. The purpose of this study was to understand the relationship between hair management behavior among appearance management, which is a means of expressing individuality that the MZ generation considers important, and self-esteem that affects the overall life of an individual. In this study, a self-written questionnaire was conducted from March 1 to March 15, 2023 targeting MZ generations nationwide, and a total of 200 copies were used as final analysis data. Frequency analysis, factor analysis, and Reliability analysis was performed through SPSS WIN 21.0 Program. Multiple regression analysis was conducted to understand the relationship between variables, and hierarchical regression analysis was conducted to find out the difference in the influence of self-esteem on hair management behavior according to age. The results of this study are summarized as follows. Personal self-esteem, a sub-factor of self-esteem, has a positive (+) effect on personality pursuit, hair and scalp management behavior, and social self-esteem has a positive (+) effect on personality pursuit, imitation pursuit, hair and scalp management, and aesthetic hair pursuit. In addition, it was found that both personal self-esteem and social self-esteem did not affect convenience behavior. This is meaningful in identifying the consumption characteristics of the MZ generation, providing implications for useful marketing suitable for its characteristics, and helping customized and oriented results such as building industrial competitiveness in the beauty market.