The Relationship between Lookism and Appearance Satisfaction of Female Consumers with Eyelash Treatment Experience

Vollständiger Abstract

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The purpose of this study is to analyze the relationship between lookism and appearance satisfaction of female consumers who have experienced eyelash procedures. To this end, a survey was conducted on female consumers who have experienced eyelash procedures in Seoul and the metropolitan area from April 21 to May 25, 2025, and 546 out of a total of 580 copies were used for the final analysis. Frequency analysis, factor analysis, reliability analysis, and regression analysis were conducted using SPSS 22.0 for the collected data. As a result of the study, it was found that lookism had a statistically significant effect on appearance satisfaction, but there were differences in explanatory power by sub-factors, and some explanatory power was confirmed to be limited. This suggests that female consumers’ satisfaction with appearance experiencing eyelash procedures can be influenced not only by lookism but also by various factors such as procedure satisfaction, individual appearance perception, social comparison experience, and surrounding reactions. Therefore, this study is meaningful in that it empirically confirms the relationship between the lookism and appearance satisfaction of female consumers who have experienced eyelash procedures, and provides basic data to understand the psychological response of eyelash procedures consumers.