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라이프 스타일과 소비가치관이 외모관심도와 뷰티관리행동에 미치는 영향 소비자의 외적욕구를 충족시키는 미용산업은 K-beauty와 함께 무한한 성장세를 띄며 나날히 발전하고 있으며 그들의 다양한 니즈를 라이프스타일과 가치관을 통해 풀어내고 있다. 소비행동은 개인의 라이프타일과 가치관등과 깊이 관련되어 있어 구매행동 유형을 효율적으로 세분화할 수 있으므로 기업의 입장에 서는 소비자의 소비행위 시 가장 무게를 두는 부분에 집중하여 상 품을 제시할 수 있다. 아울러 다양한 유형의 상품을 소량 공급하며 소비자의 반응을 읽을 수 있고 소비자의 입장에서는 상품 선택의 폭이 넓어져 수요 또한 안정적으로 변화 시킬 수 있을 것이다. 따라서 본 연구에서는 현대 소비자들의 라이프스타일과 소비가치 관을 파악하여 그들의 외모 관심도와 뷰티관리행동으로의 연결 구도 를 알아보고 이것을 바탕으로 마케팅 자료를 제공하는데 의의를 둔 다. 본 연구는 선행연구를 관찰하여 이론적 배경을 완성하였고, 그 결 과로 연구모형과 연구가설을 설정하였다. 자료수집은 전국에 거주하는 성인 남녀를 대상으로 오프라인 설 문 조사 방법을 이용하여 총 560부의 설문지를 배포 후 550부를 회수하였고, 이 중 응답이 성실하지 않은 설문지 44부를 제외한 506부의 설문지가 최종 자료 분석에 사용되었으며, 분석결과는 다음과 같 다. 첫째, 요인분석 결과 라이프스타일은 유행추구, 개성지향, 건강지 향, 실리지향, 관계지향 등 5개 요인, 소비가치관은 실용지향, 물질지 향, 타인의식지향, 성취지향 등 4개 요인, 외모관심도는 네일, 헤어· 메이크업, 두피, 헬스, 시술관심 등 5개 요인, 뷰티관리행동은 화장· 머리행동, 성형관리, 체형관리, 두피관리행동 등 4가지 요인으로 도출되었다. 둘째, 라이프스타일은 외모관심도에 영향을 미칠 것이다 는 가설 검증결과 유행추구적인 성향일수록 네일관심, 시술관심에 유의미한 정(+)의 영향을 미치는 것으로 나타났고, 개성 지향적인 성향일수록 네일, 헤어·메이크업, 두피, 헬스, 시술관심에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 건강 지향적인 성향일수록 두피, 헬스, 시술관심에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났으며 헤어·메이크업 관심에는 유의미한 부(-)의 영향 을 미치는 것으로 나타났다. 실리 지향적인 성향일수록 헤어·메이크 업, 두피, 헬스관심에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났고 관계지향적인 성향일수록 네일과 헬스관심에 통계 적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 라이프스타일은 뷰티관리행동에 영향을 미칠 것이다 는 가 설 검증결과 유행을 추구하는 성향일수록 화장·머리 행동, 성형, 체 형, 두피관리행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것 으로 나타났고, 개성 지향적인 성향일수록 화장·머리 행동과 성형관 리행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 건강 지향적인 성향일수록 체형, 두피관리행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났고, 관계 지향적인 성향일수록 화장·머리 행동과 체형관리 행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타난 반면 실리 지향적인 성향일수록 뷰티관리행동의 모든 하위요인에 영향을 미치지 않는 것으로 나타났다. 넷째, 소비가치관은 외모관심도에 영향을 미칠 것이다 는 가설 검증결과 실용지향적인 성향일수록 두피, 헬스관심에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 물질 지향적인 성향 일수록 네일, 시술 관심에 통계적으로 유의미한 정(+)의 영향을 미치 는 것으로 나타났지만 헤어·메이크업, 헬스관심에는 유의미한 부(-) 의 영향을 미치는 것으로 나타났다. 타인의식 지향적인 성향일수록 헤어·메이크업, 헬스, 시술관심에 통계적으로 유의미한 정(+)의 영향 을 미치는 것으로 나타났으며 성취 지향적인 성향일수록 네일, 헤어·메이크업, 두피, 헬스관심 등 외모관심도의 모든 항목에 통계적으 로 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 소비가치관은 뷰티관리행동에 영향을 미칠 것이다 는 가설검증 결과 실용 지향적인 성향일수록 체형, 두피관리행동에 통계적 으로 유의미한 정(+)의 영향을 미치는 것으로 나타났고, 물질지향적 인 성향일수록 성형·체형·두피관리행동에 통계적으로 유의미한 정 (+)의 영향을 미치는 것으로 나타났다. 타인의식 지향적인 성향일수록 성형관리행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났으며 성취 지향적 성향일수록 화장·머리행동과 체형관리 행동에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났 다. 본 연구 결과에 따른 시사점은 다음과 같다. 첫째, 유행추구와 개성지향 성향의 소비자는 제시된 뷰티영역에서 가장 영향력이 있는 성향으로 나타나 각 뷰티 영역별로 트렌디한 스타일 을 연출할 수 있는 공간으로 꾸미고 전문적인 사진촬영을 통해 만족감를 높일 수 있도록 한다. 둘째, 건강지향과 실리지향 성향의 소비자는 내적 뷰티에 영향력을 보이는 것으로 나타나 살롱 방문 시간 동안 종류별 마사지 기계를 이용하여 효율적인 시간 사용을 할 수 있게 하며 건강식 샐러드와 음료를 간식으로 제공함으로써 평소 라이프스타일과 발란스를 맞출 수 있도록 한다. 셋째, 성취지향과 관계지향의 소비자는 제시된 뷰티영역에 고른 영향력을 보이는 것으로 나타나 시간에 부족함을 느끼는 이들을 위해 주기적으로 해야 하는 뷰티관리를 직접 체크·관리해주어 이에 대한 시간 소비를 지원해줌으로써 빠짐없이 뷰티관리를 할 수 있도록 한다. 넷째, 타인의식지향의 소비자는 외적 뷰티에 영향력을 보이는 것으로 나타나 유행하는 스타일을 제시하여 선택할 수 있게 하고 셀프 스타일링 방법을 알려주어 평소 스타일링에 어려움을 해소 시킴으로써 만족감을 높혀준다. 본 연구의 한계점과 제언점은 다음과 같다. 조사 대상에서 여성의 비율이 높게 도출되어 남녀 소비자의 견해를 읽어내는데 한계가 있어 향후 이를 보완한 연구가 진행된다면 실제 남녀 소비자의 의견을 좀 더 정확하게 알아냄으로써 양극화를 겪고 있는 미용 산업에 유용한 마케팅 자료로 도움이 될 수 있을 것이라 사료된다.
The beauty industry, which meets consumers'' external needs,is developing day by day with infinite growth along with K-beauty, and solves their various needs through lifestyles and value s. Consumption behavior is deeply related to individual lifestyle and values, so the types of purchasing behavior can be efficiently subdivided, so companies can present products by focusing on the most weighting part of consumers'' consumption behavior. In addition, it will be able to supply a small amount of various types of products and read consumer reactions, and from the consumer''s point of view, it will be possible to stably change demand by expanding the range of product choices. Therefore, this study is meaningful in grasping the lifestyle and consumption values of modern consumers to find out their appearance interest and the connection structure to beauty management behavior, and to provide marketing data based on this. This study completed the theoretical background by observing previous studies, and as a result, a research model and research hypothesis were established. For data collection, a total of 560 questionnaires were distributed to adult men and women living across the country using an offline survey method, and 506 of them were used for final data analysis, excluding 44 questionnaires with unfaithful responses The analysis results are as follows. First, as a result of the factor analysis, there were five factors: fashion pursuit, personality orientation, health orientation, practical orientation, relationship orientation, consumption value,four factors: practical orientation, material orientation, other consciousness orientation, achievement orientation, and appearance interest, five factors: nail, hair and makeup, scalp, health, and beauty management behavior, including makeup and hair behavior, plastic surgery management, body shape management, an
d scalp management behavior. Second, as a result of verifying the hypothesis that lifestyle will affect appearance interest, it was found that the more fashion-seeking tendencies, the more significant positive (+) effect was on nail interest and treatment interest, and the more individualistic tendencies, the more statistically significant positive (+) effect was on nail, hair and makeup, scalp, health, and treatment interest. Health-oriented tendencies were found to have
a statistically significant positive (+) effect on scalp, health, and treatment interest, and a significant negative (-) effect on hair and makeup interest. The more practical tendencies were found to have a statistically significant positive (+) effect on hair, makeup, scalp, and health concerns, and the more relationship-oriented tendencies were found to have a statistically significant positive (+) effect on nail and health concerns. Third, as a result of verifying the hypothesis that lifestyle will affect beauty management behavior, it was found that the trend-seeking tendency had a statistically significant positive (+) effect on makeup and hair behavior, plastic surgery, body type, and scalp management behavior. Health-oriented tendencies have a statistically significant positive (+) effect on body shape and scalp management behavior, and relationship-oriented tendencies have a statistically significant positive (+) effect on makeup and hair behavior and body shape management behavior, while practical-oriented tendencies do not affect all sub-factor
s of beauty management behavior. Fourth, as a result of verifying the hypothesis that consumption values will affect appearance interest, it was found that the more practical-oriented the tendency, the more statistically significant positive (+) effect on scalp and health interest. Material-oriented tendencies were found to have a statistically significant positive (+) effect on interest in nails and procedures, but a significant negative (-) effect on interest in hair, makeup, and health. It was found that other consciousness-oriented tendencies had a statistically significant positive (+) effect on hair and makeup, health, and treatment interests, and achievement-oriented tendencies had a statistically significant positive (+) effect on all items of appearance interest such as nails, hair and makeup, scalp, and health interests. Fifth, as a result of verifying the hypothesis that consumption values will affect beauty management behavior, practical-oriented tendencies have a statistically significant positive (+) effect on body shape and scalp management behavior, and material
-oriented tendencies have a statistically significant positive (+) effect on molding, body shape, and scalp management behavior. Other consciousness-oriented tendencies had a statistically significant positive (+) effect on plastic surgery management behavior, and achievement-oriented tendencies had a statistically significant positive (+) effect on makeup and hair behavior and body shape management behavior. The implications of this study are as follows.
First, consumers with trend-seeking and personality-oriented tendencies are the most influential in each beauty area, making it a space where you can create a trendy style for each beauty area and increasing satisfaction through professional photography. Second, health-oriented and practical-oriented consumers are found to have an influence on inner beauty, allowing them to use massaging machines by type during salon visits, allowing them to use time efficiently, and providing healthy salads and drinks as snacks to balance their usual lifestyles. Third, achievement-oriented and relationship-oriented consumers show an even influence in the beauty area, so they can do beauty management without missing out by directly checking and managing beauty management that needs to be done regularly for those who feel short of time. Fourth, other conscious consumers appear to have an influence on external beauty, allowing them to choose by presenting fashionable styles and teaching self-styling methods to increase satisfaction by eliminating difficulties in styling. The limitations and suggestions of this study are as follows. There was a limit to reading the opinions of male and female consumers as the proportion of women was derived high in the survey. If research is conducted to supplement this in the future, it is believed that it will be helpful as a useful marketing material for the polarizing beauty industry by finding out the opinions of actual male and female consumers more accurately.
The beauty industry, which meets consumers'' external needs,is developing day by day with infinite growth along with K-beauty, and solves their various needs through lifestyles and value s. Consumption behavior is deeply related to individual lifestyle and values, so the types of purchasing behavior can be efficiently subdivided, so companies can present products by focusing on the most weighting part of consumers'' consumption behavior. In addition, it will be able to supply a small amount of various types of products and read consumer reactions, and from the consumer''s point of view, it will be possible to stably change demand by expanding the range of product choices. Therefore, this study is meaningful in grasping the lifestyle and consumption values of modern consumers to find out their appearance interest and the connection structure to beauty management behavior, and to provide marketing data based on this. This study completed the theoretical background by observing previous studies, and as a result, a research model and research hypothesis were established. For data collection, a total of 560 questionnaires were distributed to adult men and women living across the country using an offline survey method, and 506 of them were used for final data analysis, excluding 44 questionnaires with unfaithful responses The analysis results are as follows. First, as a result of the factor analysis, there were five factors: fashion pursuit, personality orientation, health orientation, practical orientation, relationship orientation, consumption value,four factors: practical orientation, material orientation, other consciousness orientation, achievement orientation, and appearance interest, five factors: nail, hair and makeup, scalp, health, and beauty management behavior, including makeup and hair behavior, plastic surgery management, body shape management, an
d scalp management behavior. Second, as a result of verifying the hypothesis that lifestyle will affect appearance interest, it was found that the more fashion-seeking tendencies, the more significant positive (+) effect was on nail interest and treatment interest, and the more individualistic tendencies, the more statistically significant positive (+) effect was on nail, hair and makeup, scalp, health, and treatment interest. Health-oriented tendencies were found to have
a statistically significant positive (+) effect on scalp, health, and treatment interest, and a significant negative (-) effect on hair and makeup interest. The more practical tendencies were found to have a statistically significant positive (+) effect on hair, makeup, scalp, and health concerns, and the more relationship-oriented tendencies were found to have a statistically significant positive (+) effect on nail and health concerns. Third, as a result of verifying the hypothesis that lifestyle will affect beauty management behavior, it was found that the trend-seeking tendency had a statistically significant positive (+) effect on makeup and hair behavior, plastic surgery, body type, and scalp management behavior. Health-oriented tendencies have a statistically significant positive (+) effect on body shape and scalp management behavior, and relationship-oriented tendencies have a statistically significant positive (+) effect on makeup and hair behavior and body shape management behavior, while practical-oriented tendencies do not affect all sub-factor
s of beauty management behavior. Fourth, as a result of verifying the hypothesis that consumption values will affect appearance interest, it was found that the more practical-oriented the tendency, the more statistically significant positive (+) effect on scalp and health interest. Material-oriented tendencies were found to have a statistically significant positive (+) effect on interest in nails and procedures, but a significant negative (-) effect on interest in hair, makeup, and health. It was found that other consciousness-oriented tendencies had a statistically significant positive (+) effect on hair and makeup, health, and treatment interests, and achievement-oriented tendencies had a statistically significant positive (+) effect on all items of appearance interest such as nails, hair and makeup, scalp, and health interests. Fifth, as a result of verifying the hypothesis that consumption values will affect beauty management behavior, practical-oriented tendencies have a statistically significant positive (+) effect on body shape and scalp management behavior, and material
-oriented tendencies have a statistically significant positive (+) effect on molding, body shape, and scalp management behavior. Other consciousness-oriented tendencies had a statistically significant positive (+) effect on plastic surgery management behavior, and achievement-oriented tendencies had a statistically significant positive (+) effect on makeup and hair behavior and body shape management behavior. The implications of this study are as follows.
First, consumers with trend-seeking and personality-oriented tendencies are the most influential in each beauty area, making it a space where you can create a trendy style for each beauty area and increasing satisfaction through professional photography. Second, health-oriented and practical-oriented consumers are found to have an influence on inner beauty, allowing them to use massaging machines by type during salon visits, allowing them to use time efficiently, and providing healthy salads and drinks as snacks to balance their usual lifestyles. Third, achievement-oriented and relationship-oriented consumers show an even influence in the beauty area, so they can do beauty management without missing out by directly checking and managing beauty management that needs to be done regularly for those who feel short of time. Fourth, other conscious consumers appear to have an influence on external beauty, allowing them to choose by presenting fashionable styles and teaching self-styling methods to increase satisfaction by eliminating difficulties in styling. The limitations and suggestions of this study are as follows. There was a limit to reading the opinions of male and female consumers as the proportion of women was derived high in the survey. If research is conducted to supplement this in the future, it is believed that it will be helpful as a useful marketing material for the polarizing beauty industry by finding out the opinions of actual male and female consumers more accurately.
목차
- 국문 초록 ·ⅰ제1장 서론 11. 연구의 필요성 및 목적 1제2장 이론적 배경 ·61. 라이프스타일 62. 소비가치관 ·103. 외모관심도 ·124. 뷰티관리행동 15제3장 연구방법 및 절차 181. 연구모형 182. 연구가설 203. 조사대상 및 자료수집 304. 측정도구의 구성 315. 분석방법 및 절차 ·33제4장 연구결과 및 고찰 341. 조사대상자의 인구통계학적 특성 342. 라이프스타일, 소비가치관, 외모관심도, 뷰티관리행동의 차원371) 라이프스타일의 차원 372) 소비가치관의 차원 ·393) 외모관심도의 차원 ·414) 뷰티관리행동의 차원 433. 가설검증 및 논의 ·45제5장 결론 및 제언 115참고문헌 ·119부 록 ·127ABSTRACT 136감사의 글
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