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This paper analyzed and categorized the appearance management motives of male and female college students and investigated the difference in their appearance management behaviors for identifying these behaviors depending on their motives. The analysis results are summarized below. First, the appearance management motives were classified into trend pursuit, sociality pursuit and personality pursuit. Second, the consumers were categorized into ‘trend-sociality pursuit type’, ‘personality-sociality pursuit type’ and ‘positive appearance management type.’ Third, in accordance with the analysis of the difference of appearance management behaviors depending on the appearance management motive types, the personality-sociality pursuit type showed the high scores in management behavior field except for the cosmetic procedure and plastic surgery and nail care fields. The positive appearance management type demonstrated the lowest score. Forth, for an analysis of the difference in the beauty items purchased by consumers depending on the appearance management motive types, the trend-sociality pursuit type demonstrated the highest purchase ratio in all beauty items and the positive appearance management type showed the lowest ratio. Fifth, in the case of the difference in appearance satisfaction depending on the appearance management motive types, the trend-sociality pursuit type showed the highest score and the lowest score was found in the personality-sociality appearance management type.

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