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To understand the mediating effects of happiness on the relation between appearance management behavior and self-determination of female workers in their 30s, this study conducted a survey for 34 days from August 5 th  to September 7 th  2021. Using the SPSS v.23.0 Program for the data analysis, this study analyzed the Cronbach's α value to verify the reliability, and also conducted the correlation analysis, multiple regression analysis, and mediation regression analysis. First, the appearance management behavior had effects on happiness. Second, in the effects of appearance management behavior on self-determination, the appearance interest management of appearance management behavior had positive(+) effects on the relationship, and the appearance styling management of appearance management behavior had positive(+) effects on the competence, which verified the effects of appearance management behavior on self-determination. Third, in the effects of happiness on self-determination, the external happiness had effects on the relationship, and the internal happiness and external happiness in order had effects on the competence, which verified the effects of happiness on self-determination. Fourth, the mediating effects of happiness on the relation between appearance management behavior and self-determination were empirically verified. Based on such results of this study, the appearance management behavior would be needed for female workers in their 30s to enhance their self-determination, and the self-expression would increase the efficiency of psychological happiness, which would be helpful for marketing activities of the beauty industry in the future.

The Effects of Appearance Management Behavior on Self-Determination of Female Workers in Their 30s through Happiness