• Fashion & Textile Research Journal
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• v.24 no.5
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• pp.628-635
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• 2022

This study sought to investigate the relationship between perception, body awareness, and beauty management behavior in the untact era in their MZ generation's, and as a result of the study, it was confirmed that there is a causal relationship between variables. For the empirical analysis of the study, a survey was conducted online(Google questionnaire) in Seoul/Gyeonggi area from June 7 to 26, 2021. Of the 548 questionnaires, 512, excluding 36, were analyzed using SPSS V.21.0. Among the sub-factors of perception in the untact era, it was confirmed that the social environment perception and human relationship perception are key factors that negatively affect body consciousness and beauty management behavior, and so does self-awareness(p<.05). Next, it was confirmed that, among the sub-factors of body consciousness, appearance management awareness and appearance/body care effort were key factors that positively affected beauty management behavior, and that appearance confidence was also an important factor that positively affected beauty management behavior(p<.05). Therefore, through this study, we intend to provide basic data for product development, programs, and marketing strategies that can cope with changes in the beauty consumption market in preparation for the post-COVID era.