A Study on the Relationship Between the Women College Students' Caring for Appearance and Make-Up Behaviors for Beauty Salon Startups Amidst the COVID-19 CRISIS
2
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
Purpose: The beauty industry quenches the basic human needs, and it may also be said that it is a necessary startup in the present time when appearance is a form of competitiveness. The purpose of this study is to examine the relationship between caring for appearance and make-up behaviors of women college students for the beauty salon startups targeting women college students amidst the ongoing COVID-19 crisis. Method: As for the research method, the questionnaire method was used for women college students in Seoul and Gyeonggi-do. The questionnaire was consisted of caring for appearance, make-up behaviors, and demo-graphic variables, while frequency, percentage, and average were calculated to discover the demographic charac-teristics of the research subjects, and to identify and understand the relationship between caring for appearance and make-up behaviors, the multiple regression analysis was performed to examine the Pearson's moment corre-lation and causal relationship. Results: As a result of the analysis, first, caring for appearance was derived as such factors including focus on appearance in trend, self-development, and sexual attractiveness, while make-up behaviors were derived as such five factors including prevalence, conformity, subjectivity, instrumentality, and ostentation. Second, all sub-factors of the motive of caring for appearance of women college students turned out to have a statistically significant, positive correlation with all sub-factors of the make-up behaviors. Third, the motive for caring for appearance turned out to have a statistically significant effect on the sexual attractiveness and focus on appearance of the make-up behaviors across all sub-factors, and the factors of prevalence and instrumentality turned out to have a significant effect excluding the focus on appearance in trend. Conclusion: Amidst the prolonged COVID-19 crisis, beauty salons are faced with a crisis. To overcome this crisis and proceed with a re-startup, a far more specialized research on the marketing subjects will be needed. Therefore, it is expected and hoped that this study will serve as the basic data for re-startup amidst the crisis and will also be used as the marketing materials for the beauty workers aspiring to take a new leap forward.
Abstract
Purpose: The beauty industry quenches the basic human needs, and it may also be said that it is a necessary startup in the present time when appearance is a form of competitiveness. The purpose of this study is to examine the relationship between caring for appearance and make-up behaviors of women college students for the beauty salon startups targeting women college students amidst the ongoing COVID-19 crisis. Method: As for the research method, the questionnaire method was used for women college students in Seoul and Gyeonggi-do. The questionnaire was consisted of caring for appearance, make-up behaviors, and demo-graphic variables, while frequency, percentage, and average were calculated to discover the demographic charac-teristics of the research subjects, and to identify and understand the relationship between caring for appearance and make-up behaviors, the multiple regression analysis was performed to examine the Pearson's moment corre-lation and causal relationship. Results: As a result of the analysis, first, caring for appearance was derived as such factors including focus on appearance in trend, self-development, and sexual attractiveness, while make-up behaviors were derived as such five factors including prevalence, conformity, subjectivity, instrumentality, and ostentation. Second, all sub-factors of the motive of caring for appearance of women college students turned out to have a statistically significant, positive correlation with all sub-factors of the make-up behaviors. Third, the motive for caring for appearance turned out to have a statistically significant effect on the sexual attractiveness and focus on appearance of the make-up behaviors across all sub-factors, and the factors of prevalence and instrumentality turned out to have a significant effect excluding the focus on appearance in trend. Conclusion: Amidst the prolonged COVID-19 crisis, beauty salons are faced with a crisis. To overcome this crisis and proceed with a re-startup, a far more specialized research on the marketing subjects will be needed. Therefore, it is expected and hoped that this study will serve as the basic data for re-startup amidst the crisis and will also be used as the marketing materials for the beauty workers aspiring to take a new leap forward.
참고문헌 (16)
- Sojeong Kim, "Q-Methodological Approach to the Perception of Meridian Massage for HEALTH MANAGEMENT", International Journal of Crisis & Safety, 5(2), pp.47~54 (2020), J-INSTITUTE
- 김점남, "The Implications of Corporate Philosophy and Shared Value for SOCIAL VALUE Creation", Public Value, 5(2), pp.13~22 (2020), J-INSTITUTE
- 최진오, "University Students’ Learning Behavior, Online Learning Satisfaction, University Satisfaction, and Emotional Difficulties according to ADHD Tendencies and Gender in Covid-19 CRISIS", International Journal of Crisis & Safety, 6(1), pp.51~67 (2021), J-INSTITUTE
- Chunyong Lee, "PSYCHOLOGICAL HEALTH Relation between Perception, Appearance Satisfaction, and Happiness of Women Participating in Jewelry Therapy", Protection Convergence, 6(1), pp.12~21 (2021), J-INSTITUTE
- 강명주, "20대 여성들의 외모인식에 따른 외모관리행동에 관한 연구", 한복문화, 23(3), pp.35~48 (2020), 한복문화학회
- 이순희, "직장여성의 외모관리행동이 화장품 쇼핑성향 및 화장품 구매만족도에 미치는 영향", 한국디자인문화학회지, 23(4), pp.629~641 (2017), 한국디자인문화학회
- 김현정, "성역할정체감에 따른 외모관리행동 및 신체노출태도에 관한 연구", 복식, 60(3), pp.99~109 (2010), 한국복식학회
- 유희, "직장인의 직업특성 및 인구통계학적 특성에 따른 외모관리행동의 차이", 복식, 67(2), pp.17~35 (2017), 한국복식학회[DOI]
- 이현옥, "여성의 외모유용성, 외모관심, 외모관리행동의 관련성 연구", 복식, 68(1), pp.1~13 (2018), 한국복식학회[DOI]
- 임미연, "화장행동과 헤어칼라 및 자의식이 사회？심리적 기대효과에 미치는 영향", 한국의상디자인학회지, 7(2), pp.245~260 (2005), 한국의상디자인학회
- 고아라, "성인여성의 연령대에 따른 차이연령, 소비가치, 화장행동과 화장품 구매 행동 비교 연구", 한국디자인문화학회지, 26(1), pp.15~39 (2020), 한국디자인문화학회
- 최수경, "인구통계적 변인과 매체접촉도에 따른 여성의 화장행동과 화장 후 심리적 기대효과", 한국패션디자인학회지, 7(1), pp.81~95 (2007), 한국패션디자인학회
- Kim KH, "A Study on Psychological Effect of Makeup Behavior Following Cosmetic Surgery", The Korean Society of Cosmetics and Cosmetology, 1(1), pp.15~23 (2011)
- 김인숙, "외모관리동기에 따른 외모관리행동의 차이에 관한 연구", 한국의류산업학회지, 19(4), pp.468~478 (2017), 한국의류산업학회[DOI]