The Correlation between Self-esteem and Personal Characteristics of MZ Generation's Cosmetics Purchase
Authors: Kim Tae-Hee , Choi Mee-Ok 
Published: April 2024

In modern society, each individual's personality is important and aesthetic standards are changing day by day. It is also a human instinct to emphasize beauty from others. It is emerging as an important factor in purchasing cosmetics that express these aesthetic needs. In this study, the purpose of the study on the effects of cosmetics purchase, self-esteem, and personal characteristics targeting the MZ generation, which is currently the most actively consumed and socially active, is as follows. First, we examine the difference in self-esteem from purchasing cosmetics with general characteristics. Second, it examines the difference in personal characteristics according to the purchase of cosmetics with general characteristics. Third, we examine the correlation between self-esteem and personal characteristics of MZ generation's cosmetics purchase. Fourth, it examines the effect of self-esteem on personal characteristics of MZ generation's cosmetics purchase. All empirical analyses in this study were verified at the significance level of 5%, and statistical processing was analyzed using the SPSSWIN 21.0 program. Specific analysis methods are as follows. 1. Frequency analysis was conducted to find out the general characteristics of the survey subjects. 2. A factor analysis was conducted to verify the validity of the questions on self-esteem and personal characteristics, and the reliability was judged by Cronbach's coefficient. 3. Descriptive statistical analysis was conducted to find out the average and standard deviation of self-esteem and individual characteristics. 4. To find out the difference in self-esteem and individual characteristics according to the general characteristics of the survey subjects, t-test and one-way variance analysis were conducted, and significant differences were tested at p<.05 through Scheffe's multi-range test. 5. Correlation analysis was conducted to find out the relationship between self-esteem and personal characteristics. 6. Multiple regression analysis was conducted to find out the effect of self-esteem on individual characteristics. The results of this study are summarized as follows. First, the difference in self-esteem according to the general characteristics of the survey subjects was significant in the difference in self-esteem according to age, marital status, and the number of cosmetics purchases. Second, in the difference in individual characteristics according to the general characteristics of the survey subjects, the difference in individual characteristics according to gender, age, and number of cosmetics purchases was significant. Third, in the correlation between self-esteem and individual characteristics, individual characteristics had high positive correlations in the order of self-esteem optimism, interpersonal relationships, and confidence. All were found to have a high positive correlation with self-esteem. Fourth, as a result of conducting multiple regression analysis to find out the effect of self-esteem on individual characteristics, the estimated model was found to be significant as a result of variance analysis on the model. It was significant as a result of conducting multiple regression analysis to find out the effect of self-esteem on optimism. It was significant as a result of multiple regression analysis to find out the effect of self-esteem on self-efficacy. It was significant as a result of multiple regression analysis to find out the effect of self-esteem on resilience.