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Today, the number of technology users is rapidly increasing due to the development of science and technology and the popularization of smartphone use. Users build their social networks online by sharing and connecting their lives and interests with others through platforms provided by social media. In the beauty industry, various social mediamarketing activities are also increasing. Therefore, this study aims to analyze beauty management behavior according to the motivation for use among college students who have the most access to and use of social media. The method of study was conducted for college students attending a four-year university located in Jeonnam, and 382 copies of the questionnaire were independently answered by them to be analyzed and used in this study. The summarized results of the study areas follows. Looking at the correlation between social media usage motivation and beauty management behavior, skin management behavior of beauty management behavior was positively related in the order of functional, social, and self-expression motivation. It was found that the higher the functional motivation of social media, the higher the level of skin care behavior. Upon investigating the influence of college students’social media usage motivation on beauty management behavior, it was found that onlythe functional motivation of social media usage motivation has a significant effect on skin management behavior. Amultiple regression analysis to investigate the effect of social media usage motivation on body shape management behavior revealed that self-expression motivation and social motivation of social media usage motivation had significant effects on body shape management behavior. Therefore, this study is expected to provide basic data for the research of university students that can lead the beauty industry. It is expected that the beauty industry can provide information related to beauty product sales and beauty information contents using social media targeting the students.

Beauty Management Behavior of College Students According to Motivation to Use Social Media