ScholarWorks@숙명여자대학교

초록

The purpose of this study is to verify the influence of the sociality of the silver generation on their appearance management behavior. To this end, a survey was conducted on 186 silver generation members aged 55 or older. The main research results are summarized as follows. First, as a result of examining the differences in sociality according to the general characteristics of the silver generation, statistically significant differences were found according to age, education level, and monthly allowance. Second, as a result of examining the differences in appearance management behavior according to the general characteristics of the silver generation, statistically significant differences were found according to gender, age, education level, and monthly allowance. Third, as a result of examining the influence of the sociality of the silver generation on their appearance management behavior, gender, age, and sociality were found to have statistically significant effects on their appearance management behavior. This study is significant in that it suggests a direction for appearance management suitable for various social roles of individuals through types of appearance management behavior according to social tendencies targeting the silver layer, and in that it provides empirical data for establishing silver generation marketing strategies in the beauty industry.

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