The Influence of Appearance Interest on Makeup Behavior in College Women

This study attempted to investigate the effects of appearance interest on makeup behavior among college-aged women and suggest basic data needed for developing marketing strategies, which can be applied in industry. For this, correlations between were analyzed, results found following: ‘Satisfaction’, ‘interest’, ‘efforts’ had a positive effect ‘aesthetics’, ‘amusement’, ‘conspicuity’, ‘conformity’ ‘instrumentality’ with statistical significance. According multiple regression analysis, as ‘interest’ ‘satisfaction’ improved, ‘conformity’, increased, confirming influence behavior. Therefore, it is required develop products considering women’s characteristics provide service programs that enhance satisfaction training improve satisfaction.