靑少年 消費意識이 外貌管理 態度에 미치는 影響

Abstract

The level of consciousness of the nation and its consumption patterns have become advanced more and more as it has entered the ranks of developed countries, together with its economic development, while the efforts to respond to the shifting needs of the customers, in terms of the quality in a wide range of industries and services, have been made. Especially, the hairdressing industry, which plays a leading role in the beauty industry, now faces a situation in which it has no choice but to act swiftly not only for the enhancement of service quality, but also for the advancement of hairdressing techniques and aesthetics that can support it. We now can see in particular a rapid increasing number of teenage customers among those who visit beauty shops recently. Differently from the past times, the teenagers nowadays have the consumption power that allows them to buy what they want and adorn themselves, based on the affluence established by the change due to economic growth. They also show more proactive interests and attitude for appearance management as their major attention has been paid to how to highlight their own unique individualities, meaning how they can be differentiated from others in terms of their existence. The primary purpose of this study is to look into the overall actual state related to the consumption patterns and appearance management of male and female middle and high school students, and, based on it, to analyze the attitudinal factors related to the consumption awareness and appearance management, in order to understand how the consumption awareness factors affect the attitudes related to appearance management. And the final purpose of this study is to grasp the behavioral direction, in which the juveniles are in pursuit of appearance management, in future and based on the results of this study, and identify the value of utilizing it from the perspective of beauty industry. In this study, 520 male and female high and middle school students in Seoul and Gyenggi areas were asked to respond through the questionnaire from August 30th, 2010, to September 20th, 2010. Totally 530 questionnaires were distributed originally while 500 of them were recovered. Of those returned questionnaires, 425 were finally used for the analysis while 75 were excluded lack of sincerity. The collected data were analyzed through the program of SPSS 16.0 (Statistical Package for Social Science, version 16.0, SPSS Inc., Illinois, USA).The detaile danalysis methods areas the followings. Firstly, Frequency analysis was conducted to understand the demographic features of the subjects targeted by this research. Secondly, frequency analysis was conducted to understand the realities related to the allowances and temporary hiring of the subjects targeted by this research. Thirdly, frequency analysis was conducted to understand the realities concerning the use of internet advertising, the purchasing of goods and the appearance management attitude of the subjects targeted by the research. Fourthly, the factor analysis and the reliability analysis were performed in order to understand individual dimensions of the consumption awareness and appearance management attitude. And, lastly, the multiple regression analysis was performed in order to grasp how the consumption awareness could affect the appearance management pattern. The results of this study can be summarized as below. Of the surveyed 425 respondents, middle school students accounted for 64.0% and the high school students took up the share of 36.0%, while 40.9% went for male students and 59.1% for female students. In terms of the types of residence, family-owned houses accounted for the largest share, which was 40.0%. In terms of religions, 37.6% was taken up by Christianity. When it comes to the residence area, Seoul swept the larges share,89.9%. Examining the average monthly allowance of the surveyed teenagers revealed that those who received 30 thousand KRW or less accounted for the largest share, 54.1%. When asked about how they raised their allowances when they run out of money, most of the surveyed teenagers, 76.2%, responded that they asked their parents to provide the money. When asked about how they used their allowances, 35.3% of them responded that they used it in general ways, and 26.6% of the surveyed teenagers said that they used it without any specific plans, signifying that the teenagers mostly spend their allowances without planning in details. The sources for their purchase information were examined and the result was that predominantly 59.8% of the surveyed teenagers acquired the information through the internet. Examining the level of internet access revealed that the teenagers who accessed the internet daily accounted for the largest share, 31.8%. Examining the most frequently visited advertisements by the surveyed teenagers revealed that advertisements on homepages took up the largest share, 39.3%. When asked about the reasoning behind their appearance management, 27.5%, the largest share, of the surveyed teenagers responded that they managed their appearance because of self-confidence. When asked about the methods critical to their appearance management, 30.6% of the surveyed teenagers responded by mentioning the dressing, 23.3% for the hair, 18.4% for the skin care, and 14.1% for cosmetics. When it comes to the question regarding who mostly provided the information or the advice for the appearance management, 44.7% of the surveyed teenagers mentioned their peers of the same gender. The factor analysis of the consumption awareness of teenagers came up with totally 3 factors, and they are named as the following. The Factor 1 (26.6%) is named as ‘impulsive consumption’ as the factor consisted of questions related to, for example, “I feel like buying when peers around me purchase expensive items.” The Factor 2 (21.7%) is named as ‘value consumption’ as the factor consisted of questions related to, for example, “I think my personal consumption is important in terms of relationship with others” The Factor 3 (13. 7%) is named as ‘planned consumption’ as the factor consisted of questions related to, for example, “I think I have a tendency of spending money, according to plans, in managing my appearance. The factor analysis of the measured data associated with the appearance management patterns of teenagers revealed four different factors, and they are named as the following. Factor 1 (19.8%) is named as ‘lookism’ as the factor consisted of the questions related to, for example, “I think it is up to one’s capacity to manage one’s own appearance.” Factor 2 (19.6%) is named as ‘ostentatious tendency’ as the factor consisted of the questions related to, for example, “I think beauty management has something to do with social as well as cultural factors.” Factor 3 (15.8%) is named as ‘attitude toward cosmetic surgery’ as the factor consisted of the questions related to, for example, “I feel vexed due to my appearance.” Factor 4 (4.11%) is named as ‘attitude toward image management’ as the factor consisted of the questions related to, for example, “School teachers think appearance management is necessary.” Lastly, the impact of the teenager’s consumption awareness on the appearance management attitude was studied and its result showed a statistically significant difference (P<.05, P<.001). First, of the factors of consumption awareness, the ‘impulsive consumption’ factor was shown to have the biggest impact (β=0.357***) on the ‘lookism’ factor, while the ‘planned consumption’ factor (β=0.164***) and the ‘value consumption’ factor (β=0.110*) followed as the next influential factors. In addition, looking into the impact of the teenager’s consumption awareness on the ‘ostentatious tendency’ factor of the appearance management attitude revealed the result that the ‘value consumption’ factor had the biggest impact (β=0.343***) on the ‘ostentatious tendency’ factor, while the ‘planned consumption’ factor (β=0.189***)and the ‘impulsive consumption’ factor (β=0.161***) followed as the next influential factors. Examining the impact of the teenager’s consumption awareness on the ‘attitude toward appearance management’ revealed the result that the ‘planned consumption’ factor had an impact (β=0.181***). Lastly, looking into the impact of the teenager’s consumption awareness on the ‘attitude toward appearance management’ revealed the result that the‘planned consumption’ factor had the biggest impact (β=0.185***) on the ‘attitude toward appearance management ’factor, while the ‘impulsive consumption’ factor (β=0.104***) followed as the next influential factor. When all the above results are put together, we can grasp the trends that the teenager’s awareness and behavior associated with consumption becomes diverse as time goes by, and, in addition to it, the desire for appearance management becomes very high, and in particular, acquiring information and purchasing goods through the internet are gradually expanding. Taking into account the fact that hair caring, which is highly important in terms of appearance management, has been done mostly through beauty salons, it is considered that analyzing the teenagers, who are the main customers of beauty shops, not only to provide information related to hair-styling, but also to lead the beauty culture, is required. For the purpose of it, it is also considered that responding sensitively to the teenager’s culture while building, operating and activating related homepages is required.