퍼스널 컬러 인식이 뷰티편익과 자아존중감에 미치는 영향 = The Influence of Personal Color Awareness on Perceived Beauty Benefits and Self-Esteem

국문 초록 (Abstract)

현대인은 자신의 고유한 개성과 정체성을 중시하며, 외모 관리를 자기 이해와 자기 표현의 한 방식으로 인식하고 있다. 이 과정에서 퍼스널 컬 러는 개인의 신체적 특성과 조화를 이루는 색채를 통해 자신을 이해하고 표현하도록 돕는 심리적 매개 요소로 작용하며, 정체성 형성의 수단이자 심리적 안정감과 자아존중감 향상에 긍정적인 영향을 미치는 요인으로 주목받고 있다. 그러나 퍼스널 컬러에 대한 관심과 활용이 확산되고 있음에도 불구하 고, 퍼스널 컬러 인식이 개인이 지각하는 심리적 보상인 뷰티편익과 자 아존중감에 어떠한 구조적 관계로 작용하는지에 대한 실증적 연구는 상 대적으로 부족한 실정이다. 특히 퍼스널 컬러 인식이 자아존중감에 직접 적으로 영향을 미치는지, 혹은 감성적 만족과 사회적 상징 가치와 같은 뷰티편익을 매개로 간접적인 영향을 미치는지에 대한 검증은 학문적·실 무적 측면에서 연구의 필요성이 제기된다. 이에 본 연구는 퍼스널 컬러 인식이 개인의 뷰티편익(감성적 편익과 상징적 편익)과 자아존중감(개인적·외향적·사회적 자아존중감)에 미치는 영향을 실증적으로 분석하고, 퍼스널 컬러 인식과 자아존중감 간의 관계 에서 뷰티편익의 매개효과를 검증함으로써 퍼스널 컬러 인식이 개인의 심리적 만족감과 자기 긍정감에 미치는 심리적 영향을 규명하고자 하였 다. 이를 위해 전국에 거주하는 성인 중 퍼스널 컬러 진단 경험이 있거나 관련 관심이 있는 일반인 및 미용 관련 종사자를 대상으로 2025년 6월 10일부터 7월 10일까지 약 30일간 온라인과 오프라인을 병행한 설문조사 를 실시하였으며, 총 300부의 설문지를 분석에 사용하였다. 실증분석은 유의수준 p<.05 하에서 검증하였고, 모든 통계 처리는 IBM SPSS Statistics 26.0 프로그램을 활용하였다. 분석 결과, 조사대상자는 여성과 40대의 비율이 상대적으로 높았으며, 퍼스널 컬러를 ‘알고 있다’고 응답한 비율이 높아 전반적인 퍼스널 컬러 인식 수준이 비교적 높은 집단으로 나타났다. 퍼스널 컬러 인식은 색채 선호 인식, 직접 인식, 필요성 인식, 외부조언 인식의 네 요인으로 구조 화되었고, 뷰티편익은 감성편익과 상징편익의 두 요인으로, 자아존중감은 개인적·외향적·사회적 자아존중감의 세 요인으로 구성되었다. 기술통계 분석 결과, 퍼스널 컬러 인식 요인 중에서는 필요성 인식이 가장 높게 나타났으며, 뷰티편익에서는 감성편익이, 자아존중감에서는 개 인적 자아존중감이 가장 높은 평균값을 보였다. 또한 퍼스널 컬러 인식은 전반적으로 뷰티편익과 자아존중감에 유의한 정(+)의 영향을 미치는 것으로 확인되었으나, 하위요인별 영향 양상에는 차이가 나타났다. 감성편익에는 필요성 인식과 직접 인식이 상대적으로 강하게 작용하였고, 상징편익에는 필요성 인식과 외부조언 인식이 유의 한 영향을 미쳤다. 더 나아가 뷰티편익은 퍼스널 컬러 인식과 자아존중 감 간의 관계에서 유의한 매개효과를 나타내었으며, 감성편익과 상징편 익을 매개로 퍼스널 컬러 인식이 개인적·외향적·사회적 자아존중감으로 이어지는 경로가 확인되었다. 이러한 결과는 퍼스널 컬러가 단순한 외적 이미지 연출 요소를 넘어 개인의 심리적 만족과 자기 긍정감을 강화하는 중요한 매개 요인임을 시 사한다. 나아가 뷰티 산업에서는 퍼스널 컬러를 서비스 및 상품에 접목 함으로써 미적 가치와 심리적 만족을 동시에 충족시키는 마케팅 전략을 구축할 수 있으며, 이를 평생교육, 이미지 메이킹 분야로 확장할 경우 자 기개념 향상을 위한 교육 및 프로그램으로 발전시킬 수 있는 실증적 근 거를 제공한다.

다국어 초록 (Multilingual Abstract)

Modern individuals place great importance on their unique individuality and identity, and perceive appearance management as a means of self-understanding and self-expression. In this context, personal color functions as a psychological mediating factor that helps individuals understand and express themselves through colors that harmonize with their physical characteristics. As such, personal color has gained attention as a means of identity formation and as a factor that positively influences psychological stability and self-esteem. Despite the growing interest in and utilization of personal color, empirical research examining the structural relationships between personal color perception, perceived beauty benefits, and self-esteem remains relatively limited. In particular, there is a need for academic and practical verification of whether personal color perception directly affects self-esteem or exerts an indirect influence through beauty benefits such as emotional satisfaction and social symbolic value. Accordingly, this study aimed to empirically analyze the effects of personal color perception on beauty benefits (emotional and symbolic benefits) and self-esteem (personal, outward, and social self-esteem), and to verify the mediating effects of beauty benefits in the relationship between personal color perception and self-esteem. Through this approach, the study sought to elucidate the psychological mechanisms by which personal color perception influences individual psychological satisfaction and positive self-evaluation. For this purpose, an online and offline survey was conducted over a 30-day period from June 10 to July 10, 2025, targeting adults nationwide who had experience with personal color diagnosis or had an interest in personal color, including members of the general public and beauty-related professionals. A total of 300 questionnaires were used for analysis. All statistical analyses were performed using IBM SPSS Statistics 26.0, and hypotheses were tested at a significance level of p < .05. The results indicated that female respondents and individuals in their 40s accounted for a relatively large proportion of the sample, and that overall awareness of personal color was relatively high among participants. Personal color perception was structured into four factors: perception of necessity, direct perception, color preference perception, and external advice perception. Beauty benefits were composed of emotional and symbolic benefits, while self-esteem consisted of personal, outward, and social self-esteem. Descriptive statistical analysis showed that among the personal color perception factors, perception of necessity recorded the highest mean score. Emotional benefits showed the highest mean among beauty benefits, while personal self-esteem was the highest among self-esteem factors. Furthermore, personal color perception was found to have a generally significant positive effect on both beauty benefits and self-esteem, although the magnitude and pattern of influence differed across sub-factors. Perception of necessity and direct perception had a stronger influence on emotional benefits, whereas perception of necessity and external advice perception significantly affected symbolic benefits. In addition, beauty benefits demonstrated significant mediating effects in the relationship between personal color perception and self-esteem, confirming pathways in which personal color perception influenced personal, outward, and social self-esteem through emotional and symbolic benefits. These findings suggest that personal color extends beyond a simple element of external image management and serves as an important mediating factor that enhances psychological satisfaction and positive self-concept. Moreover, the results provide empirical evidence that the beauty industry can develop marketing strategies that simultaneously satisfy aesthetic value and psychological fulfillment by incorporating personal color into services and products. Furthermore, the findings indicate the potential for expanding personal color applications into lifelong education and image-making fields as programs aimed at enhancing self-concept and psychological well-being.

목차 (Table of Contents)

• Ⅰ. 서 론 ·············································································································1
• 1. 연구의 필요성 및 목적 ···············································································1
• Ⅱ. 이론적 배경 ··································································································3
• 1. 퍼스널 컬러 인식 ·························································································3
• 2. 뷰티편익 ········································································································7
• 3. 자아존중감 ··································································································10
• Ⅲ. 연구 설계 및 조사 방법 ······································································14
• 1. 자료 수집 절차 및 분석 방법 ·······························································14
• 2. 연구모형 ····································································································15
• 3. 연구가설 설정 ····························································································16
• 4. 조작적 정의 및 설문 구성 ·······································································18
• Ⅳ. 연구 결과 ····································································································21
• 1. 연구대상자의 일반적 특성 ·······································································21
• 2. 측정도구의 타당성 및 신뢰도 검증 ·······················································23
• 3. 기술통계적 분석 ························································································29
• 4. 상관관계 검증 ····························································································38
• 5. 가설의 검증 ································································································40
• Ⅴ. 결론 ···············································································································60
• 1. 연구 결과 요약 및 시사점 ·······································································60
• 2. 연구의 한계점 및 제언 ·············································································61
• 참고문헌 ···········································································································62
• 설문지 ···············································································································66
• Abstract ············································································································72