The Effect of Expectations for Appearance Management on Cosmetic Behavior and Intention to Purchase Colorful Cosmetic Products due to Not Wearing a Mask

Through this, the purpose of this study is to examine various effects not wearing a mask in recent years by examining effect makeup behavior and expected value on appearance due mask, relationship between purchase intention color cosmetics. In order achieve objective, 300 women their 20s 40s who are sensitive were selected from August 26, 2022 30, 2022, using non-probability sampling method called Convenience Sampling. Data collected through an Internet-specialized survey company used final thesis. Frequency analysis, factor reliability test, descriptive statistical linear regression analysis performed SPSS 18.0 management, behavior, As result management expectations behaviors, self-satisfaction values line with conformity-seeking fashion-seeking personality-seeking change-seeking relationship-seeking behaviors. pursuit show-off individuality-seeking these found have behavior. Next, as cosmetics, affects both base point makeup. conclusion, we can confirm that it possible predict change cosmetics market increases Accordingly, beauty industry, necessary develop detailed services products meet needs consumers. Furthermore, men's increasing expectation future study, seems comparing men should be conducted.