This study was conducted to find out the impact of male high school students' beauty management behavior on self-respect, focusing on YouTube, and the survey targets male high school students living in Wonju, Gangwon Province. To analyze the collected data, it was analyzed using the SPSS WIN 25.0 program. The analysis method performed frequency and percentage, χ2(Chi-square), t-test, One-way Anova, Correlation, and Multiple Regression. The findings of this study are as follows. First, male high school students can see that the higher the skin care behavior, hair care behavior, makeup care behavior, and beauty care behavior, the higher the psychological utility of beauty care behavior. Second, the results of examining the effects of beauty care behavior on self-respect show that male high school students have higher self-respect than skin care and hair care behaviors. Third, the result of verifying the effect of psychological utility of beauty management behavior on self-respect shows that male high school students have a higher sense of self-respect the higher the pleasure and self-confidence of appearance. Therefore, it is meaningful to provide basic data that can contribute to the development and program of YouTube beauty content, thereby contributing to the formation of self-esteem among male high school students.
