과시소비성향 집단별 뷰티관여가 자기만족도에 미치는 영향
The Effects of Beauty Involvement on Self-Satisfaction by Conspicuous Consumption Tendency Groups
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초록
This study examined the effect of beauty involvement on self-satisfaction by conspicuous consumption tendencygroups. A questionnaire method was used for this study. The subjects of this research were females in their20s~50s. We distributed 580 questionnaires ets; constantly, 554 sets were used in the final analysis. Data were analyzedby factor analysis, ANOVA, cluster analysis, Cronbach’s alpha coefficient and multiple regression analysis. Beauty consumptionbehavior factors were classified with hair styling, skin management, make-up and body shaping. Self-satisfactionfactors were classified with living, appearance, economic and interpersonal relation. This study classified 4 conspicuousconsumption groups (active, passive, syntonic and individuality & frugal group). The active conspicuous consumptiongroup was unsatisfied with most of the self-satisfaction factors. The passive conspicuous consumption group was moreinterested in skin management factors than other factors. The syntonic conspicuous consumption group was interestedin make-up, body shaping and skin management in order to provide a positive impression to other people. The individuality& frugal group was most interested in body shaping that could be achieved at low cost through exercise and diet.
Abstract
This study examined the effect of beauty involvement on self-satisfaction by conspicuous consumption tendencygroups. A questionnaire method was used for this study. The subjects of this research were females in their20s~50s. We distributed 580 questionnaires ets; constantly, 554 sets were used in the final analysis. Data were analyzedby factor analysis, ANOVA, cluster analysis, Cronbach’s alpha coefficient and multiple regression analysis. Beauty consumptionbehavior factors were classified with hair styling, skin management, make-up and body shaping. Self-satisfactionfactors were classified with living, appearance, economic and interpersonal relation. This study classified 4 conspicuousconsumption groups (active, passive, syntonic and individuality & frugal group). The active conspicuous consumptiongroup was unsatisfied with most of the self-satisfaction factors. The passive conspicuous consumption group was moreinterested in skin management factors than other factors. The syntonic conspicuous consumption group was interestedin make-up, body shaping and skin management in order to provide a positive impression to other people. The individuality& frugal group was most interested in body shaping that could be achieved at low cost through exercise and diet.
참고문헌 (29)
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