The Influence of Perception of Personal Color on Makeup Behavior in Generation MZ

Abstract

This study attempted to investigate the influence of the perception of personal color on makeup behavior against MZers in Gwangju and Jeollanam-do with a goal of providing basic data for marketing strategies, and the results found the followings: ‘Advice from Outsiders (β=.457, p<.001)’ and ‘Direct Perception (β=.266, p<.001)’ had a positive effect on ‘Pursuit of Satisfaction’ with statistical significance. In addition, ‘Direct Perception (β=.307, p<.001)’ revealed a positive influence on ‘Popularity-seeking Behavior’ with statistical significance. Furthermore, ‘Advice from Outsiders (β=.171, p<.05)’ and ‘Direct Perception (β=.256, p<.01)’ showed a positive effect on ‘Sociality-seeking Behavior’ with statistical significance. The above results confirm that wearing makeup in perception of personal color can enhance self-confidence and satisfaction and create a good impression in interpersonal relationships. The study results