20~30대 여성의 외모태도와 외모관리행동이 대인관계에 미치는 영향

The objective of this study is to examine the influence of appearance attitudes and appearance management behaviours on interpersonal relationships among women in their 20s and 30s, a demographic group that is actively engaged in the formation of social relationships for economic purposes. To develop the scale of this study, a questionnaire was constructed comprising items pertaining to appearance attitudes, appearance management behaviour, interpersonal relationships, and demographic variables. The questionnaire was administered to a sample of 183 individuals, and the data obtained from this sample were subjected to final analysis. The findings revealed that internalisation and perception variables exerted a pivotal influence on clothing and makeup care within the context of appearance management behaviours among women in their 20s and 30s. Similarly, these variables also shaped non-assertiveness and egocentricity within the domain of appearance attitudes and interpersonal relationships. Furthermore, the impact of appearance management behaviour on interpersonal relationships was identified as a significant factor influencing non-assertiveness and egocentricity in the context of clothing and makeup management. The mediation effect of appearance management behaviour on interpersonal relationships was tested, and it was found that the internalisation of appearance attitudes had a mediating effect on non-assertiveness and egocentricity through the appearance management behaviour. The findings of this study will assist in determining the future trajectory of the beauty industry among women in their 20s and 30s, as well as the broader direction of the industry through the expansion of intergenerational research.