The Effect of Appearance Recognition by Hair Loss on Hair Loss Management Behavior: psychological factor mediating effect

The rich modern life caused hair loss in many people, and they began to take care of hair loss, worrying about their appearance that changed due to hair loss. The purpose of this study is to study the effect of appearance awareness formed by hair loss on hair loss management behavior through psychological factors. For the study, a survey was conducted focusing on residents in the Seoul metropolitan area who have experienced hair loss or are experiencing hair loss. A survey was conducted from May 15, 2023 to June 30, 2023, and 296 copies were used for statistical analysis. Frequency analysis, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and mediated regression analysis were conducted using SPSS 25.0. As a result of the study, it was confirmed that appearance awareness by hair loss had a positive (+) effect on hair loss management behavior in self-awareness, but a negative (-) influence relationship appeared in appearance management intention. It was confirmed that appearance awareness had a positive (+) effect on psychological factors and psychological factors on hair loss management behavior. As a result of research on the mediating role of psychological factors in the relationship between appearance awareness and hair loss management behavior, it was found that self-awareness, a sub-factor of appearance awareness, was completely mediated for basic care and partially mediated for active care. Appearance management intention was dismissed because it did not show an influence relationship between basic care and active care. Based on the results of this study, more diverse studies are expected to be conducted, and if consumers' psychological discomfort and pain are understood in depth during hair loss management and treatment at the management and treatment site, the best synergy effect can be achieved.