여성의 외모심리와 네일 관리에 따른 네일 컬러의 구매성향 연구

Abstract

This study analyzes the difference in purchasing tendencies of nail enamel according to the women's appearance psychology and nail care. The subjects of the research were 420 women residing in Gwangju metropolitan city (177 in their twenties, 181 in their thirties, and 62 in their forties or over) and they were given questionnaire, and their responses were statistically analyzed. The results of this study can be summarized as follows. First, it was analyzed that in the standard of purchasing nail enamel, women in their twenties and thirties, having higher concern on appearance and higher confidence in their appearance and with frequent nail coloring care gave a priority to nail colors. Second, it was found that in the standard of choosing nail colors, those who are older and have frequent hand massage preferred the color fitting into them and those who have higher confidence in their appearance chose popular colors. Third, it was analyzed that in the factor affecting preferred nail colors, those who have higher concern on appearance and higher confidence in their appearance were influenced by popular colors, those who have lower confidence in their appearance were governed by their mood or recommendation from others around them, and those who give priority to nail coloring care, popular colors and hand massage were influenced by their skin conditions. Consequently, it was revealed that the women's appearance psychology and nail care were major factors affecting the purchase and color choice of nail enamel and it is expected that this study will be effectively used for marketing of nail shops and nail care businesses.