Relationships between Hair & Makeup Care Behavior and Self-efficacy in Generation MZ: Focusing on Dual-Mediating Effects of Emotional Intelligence and Experiential Value

This study aimed to explore the connections between hair and makeup care behavior and self-efficacy among Generation MZ. Additionally, it sought to uncover the dual-mediating impacts of emotional intelligence and experiential value. To achieve this, a structured questionnaire survey involving 659 MZers was conducted. Data were collected through both face-to-face and non-face-to-face methods. Subsequently, the results revealed the following: First, it was found that hair and makeup care behavior positively impacted both emotional intelligence and experiential value with statistical significance. Second, hair and makeup care behavior also had a statistically significant positive effect on self-efficacy. Third, both emotional intelligence and experiential value were found to positively influence self-efficacy with statistical significance. Fourth, concerning the relationship between hair care behavior and self-efficacy, both emotional intelligence and experiential value exhibited a partially mediating effect with statistical significance. Finally, regarding the relationship between makeup care behavior and self-efficacy, both emotional intelligence and experiential value demonstrated a partially mediating effect with statistical significance. These findings are expected to serve as foundational data contributing to the growth and advancement of the beauty industry by offering insights into the appearance care behavior of Generation MZ individuals.