The Impact of Adult Men's Sense of Beauty on Their Appearance Management Behavior: The Mediating Effect of Self-esteem

This study found that appearance management based on personal aesthetics is becoming important to modern people, but many studies were conducted mainly on women. We aimed to study whether men's sense of beauty influences appearance management behavior and the mediating effect of self-esteem, and the subjects were men in their 20s to 60s living across the country.The analysis method was multiple regression analysis and Sobel test. The results of the study showed that the aesthetic values of men's aesthetic consciousness (=-.133, p<.05) and social values (=.132, p<.05) showed that the lower the aesthetic values and higher the social values of men's aesthetic consciousness, the higher their self-esteem. It was high. The influence of aesthetic consciousness on appearance management behavior is expressed in terms of aesthetic values (=.141, p<.05) and social values (=.130, p<.05). The higher the aesthetic values and social values of male aesthetic consciousness, the higher the appearance. Management behavior was high. The mediating effect of selfesteem in the relationship between aesthetic values and appearance management behavior is (Z=2.030, p<.05), and the mediating effect of self-esteem in the relationship between social values and appearance management behavior is (Z=2.030, p<.05). The mediating effect of self-esteem in relationships was (Z=-2.051, p<.05). These results have academic significance as a study on men's aesthetic consciousness and can be used as basic data to establish the development and differentiation of the beauty industry targeting men.