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We conducted this survey of adult women across the nation to investigates adult women’s (20-50s) dimension of desired image type, appearance management motives and make-up. In addition it verifies an influence on make up for appearance management motives according to pursuit image. First, Factor analysis and reliability analysis were conducted to investigate low dimension organizing pursuit image. finally 5 factors were classified. Based on 5 factors, total 3 adult women group were made. Cross analysis was conducted to make comparison of general character of demography of 3 groups. We figure out that there is significant subordinate relations between pursuit image type and general character of demography, Second, Factor analysis and reliability analysis were conducted to investigate low dimension organizing appearance management motives and make-up behavior. The analysis result are as follows. Appearance management motives consists of 4 factors, make-up behavior consists of 4 factors. Third, Regression analysis was conducted to investigate an influence of appearance management motives on make-up behavior according to classified 3 type of pursuit image. The result are as follows. The influence of appearance management motives on make-up behavior targeted at proactive image pursuit group, We figure out there is significant positive correlation between appearance management motives and make-up behavior. the influence of appearance management motives on make-up behavior targeted at attractive image pursuit group, We figure out there is significant ositive correlation between appearance management motives and make-up behavior. The influence of appearance management motives on make-up behavior targeted at delicate image pursuit group, We figure out there is significant positive correlation between appearance management motives and make-up behavior.

The Influence of Pursuit Image Type for Appearance Management Motives on Make-up Behavior In Adult Women