색조화장품 사용 태도가 외모 인식에 미치는 영향에 관한 연구:외모 만족도 매개로
A Study on the Effect of Attitudes toward Using Color Cosmetics on Appearance Perception: A Medium of Appearance Satisfaction
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목적: 본 연구는 색조화장품 사용 태도를 파악하여 외모 인식에 어떠한 영향을 미치고 외모 만족도와의 매개 관계에 대해 알아보고자 하였다. 방법: 서울과 수도권에 거주하고 색조화장품을 사용하는 20-50대 여성 대상으로 8월 1개월 간 설문을 실시하여 최종 307개를 SPSS Version 26.0를 이용하여 빈도분석, χ2검정, One-way ANOVA 및 t-test 검증으로 분석하였다. 결과: 색조화장품 사용 태도가 외모 인식에 유의한 영향을 주되 외모 만족도가 높을 때 더 밀접한 관계를 확인하였고, 가장 관심 있는 부분은 사용 연령이 높을수록 외모 인식의 중요성이 높아지며 나이가 들수록 외모에 관심이 많은 것으로 사료된다. 결론: 본 연구에서는 나이가 많을수록 외모 인식이 중요해짐에 따라 외모 만족도를 충족하기 위해 색조화장품 사용이 증가하는 것으로 예상할 수 있다. 이러한 결과는 젊은 여성뿐만 아니라 높은 연령층 여성의 외모 만족을 충족시킬 수 있는 전문화된 색조화장품 구성이 필요할 것으로 사료되며, 세분화된 상품기획 방향과 마케팅 전략의 필요성이 있다고 판단되고 후속 연구가 계속 이어져야 할 것이다.
Abstract
Purpose: This study aims to understand the attitude toward using color cosmetics to find their effects on appearance perception and the attendant mediating relation with appearance satisfaction. Methods: A one-month survey of women in their 20s and 50s residing in Seoul and the surrounding metropolitan area and using color cosmetics was conducted in August 2024; the final 307 responses were analyzed using SPSS Version 26.0 by frequency analysis, χ2 test, one-way ANOVA, and t-test verification. Results: The attitude toward using color cosmetics has a significant effect on appearance recognition, but a closer relation was confirmed when appearance satisfaction was high. Results show that appearance recognition becomes more important with increasing age—the older you get, the more interested you are in your appearance. Conclusion: In this study, the use of color cosmetics to engender appearance satisfaction increases as appearance recognition is important with increasing age. These results are considered to require a specialized composition of color cosmetics that can generate appearance satisfaction among both young and older women, and the need for detailed product planning directions, marketing strategies, and follow-up research should continue.
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