신체만족도, 자기효능감이 외모관리행동 및 패션소비행동에 미치는 연구 -중국의 대련(大连) 지역의 여대생을 중심으로-
A Study on the Effect of Body Satisfaction and Self-efficacy on Appearance Management Behavior and Fashion Consumption Behavior -Focusing on Female College Students in the Dalian Region of China-
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초록
현재 패션소비는 여성소비자의 소비비중이 점차 증가하고 있으며 패션소비행동은 많은 요인에 의해 영향을 받고있다. 본 연구의 목적은 중국 여대생을 연구대상으로 신체만족도, 자기효능감에 대한 분석을 통해 이들이 외모관리행동및 패션소비행동에 어떠한 영향을 미치는지 알아보고 분석함으로써 향후 패션관련 산업의 마케팅 전략과 신제품 개발을위한 정보를 제공할 수 있다. 본 연구는 여대생을 대상으로 설문지를 배포하고 수집된 713부는 SPSS 26.0과 AMOS 26.0을 이용하여 실증분석을 수행하였다. 분석 결과는 다음과 같다. 첫째, 신체만족도는 자기효능감에 적극적인 영향을미치는 것으로 나타났다. 둘째, 신체만족도는 외모관리행동에 적극적인 영향을 미치는 것으로 나타났다. 셋째, 자기효능감은 외모관리행동에 적극적인 영향을 미치는 것으로 나타났다. 넷째, 외모관리행동이 패션소비행동에 미치는 영향에관한 분석 결과, 외모관리행동은 과시적 소비, 충동적 소비, 실용적 소비에 적극적인 영향을 미치는 것으로 나타났다.
Abstract
Currently, fashion consumption is gradually increasing among female consumers, and fashion consumption behavior is affected by many factors. The purpose of this study is to analyze Chinese female college students' physical satisfaction and self-efficacy to find out and analyze how they affect appearance management behavior and fashion consumption behavior, thereby providing information for fashion-related industries marketing strategies and new product development. This study distributed a questionnaire to female college students, and the collected 713 copies were subjected to empirical analysis using SPSS 26.0 and AMOS 26.0. The analysis results are as follows. First, body satisfaction was found to have a positive effect on self-efficacy. Second, body satisfaction was found to have a positive effect on appearance management behavior. Third, self-efficacy was found to have a positive effect on appearance management behavior. Fourth, as a result of the analysis of the effect of appearance management behavior on fashion consumption behavior, it was found that appearance management behavior had a positive effect on ostentatious consumption, impulsive consumption, and practical consumption.
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