퍼스널컬러 인식이 메이크업 관리 행동 및 심리적 효용에 따라 색조화장품 구매 행동에 미치는 영향 연구 = A Study on the Effect of Personal Color Perception on the Purchase Behavior of Color Cosmetics according to Makeup Management Behavior and Psychological Utility

다국어 초록 (Multilingual Abstract)

A Study on the Effect of Personal Color Perception on the Purchase Behavior of Color Cosmetics according to Makeup Management Behavior and Psychological Utility

The desire for human beauty is expressed in appearance management behavior, which is an important factor in showing competitiveness in modern society. In addition, the non-face-to-face transition due to COVID-19 has promoted the global growth of K-beauty and K-content, and highlighted the importance of appearance management and personal color. Personal color plays an important role in increasing self-confidence and psychological utility by forming a suitable image based on the unique color of an individual's body, and the recent development of personal color and changes in perception are influencing people's makeup behavior and psychology. In addition, the importance of personal color is increasing as various personal color products are sold in the color cosmetics market. However, compared to this, most of the previous studies on personal color are studies on the system and diagnosis of personal color, or studies on the influence of appearance management behavior, self-esteem, and interpersonal relationships, and there is a lack of studies on mediating effects.
Therefore, this study verified not only the influence relationship between personal color and color cosmetics purchase behavior, but also the mediating effect of makeup management behavior and psychological utility, which are external and internal involvement factors. The components of each variable are as follows. The sub-factors of personal color recognition consist of four factors: external advice recognition, direct recognition, preference recognition, and necessity recognition. The sub-factors of makeup management behavior consist of five factors: aesthetics, interest, trendiness, courtesy, and recognition. The sub-factors of psychological utility consist of two factors: active psychological change and increased self-confidence. The color cosmetics purchase behavior was divided into three factors: purchase criteria and tendencies, product color selection criteria, and purchase considerations.
The research method was as follows. A total of 700 questionnaires were collected from women in their 20s and 50s living nationwide for approximately two months from May 15 to July 14, 2024, and 661 of them were deemed appropriate and used as the final analysis data. The SPSS ver. 25.0 program was used to analyze the collected data for the study, and frequency analysis was conducted to find out the general characteristics of the subjects. Exploratory factor analysis was conducted to verify the validity of the measurement tool, and reliability verification (Cronbach's α coefficient) was conducted to measure the consistency between each item. Descriptive statistical analysis was conducted to identify each variable and component, one-way ANOVA was conducted to identify differences according to general characteristics, and Duncan test was conducted as a post-test. Pearson's correlation analysis was conducted to identify the correlation between personal color recognition and makeup management behavior, psychological utility, and color cosmetics purchase behavior, and multiple regression analysis was conducted to identify the influence of personal color recognition on makeup management behavior, psychological utility, and color cosmetics purchase behavior. Finally, a three-step mediation regression analysis was conducted to identify the mediating effects of makeup management behavior and psychological utility in the relationship between personal color recognition and color cosmetics purchase behavior.
The research results based on the hypothesis of this study are as follows.
First, Hypothesis 1 showed that personal color awareness had a positive (+) effect on makeup management behavior. This result confirms that as external advice awareness, direct awareness, preference awareness, and necessity awareness of personal color awareness increase, it also has a positive effect on the aesthetics, interest, trendiness, courtesy, and recognition of makeup management behavior.
Second, Hypothesis 2 showed that personal color awareness had a positive (+) effect on psychological utility. This result shows that as external advice awareness, direct awareness, preference awareness, and necessity awareness of personal color awareness increase, it has a positive effect on active psychological change of psychological utility and improvement of self-confidence.
Third, Hypothesis 3 showed that personal color awareness had a positive (+) effect on color cosmetics purchase behavior. This result shows that as external advice awareness, direct awareness, preference awareness, and necessity awareness of personal color awareness increase, it also has an effect on purchase criteria and tendencies of color cosmetics purchase behavior, product color selection criteria, and purchase considerations.
Fourth, Hypothesis 4's makeup management behavior was found to have a positive (+) effect on psychological utility. These results show that as the aesthetics, interest, trendiness, recognition, and courtesy of makeup management behavior increase, the positive effects on the active psychological changes and confidence of psychological utility are shown.
Fifth, Hypothesis 5's makeup management behavior was found to have a positive (+) effect on color cosmetics purchase behavior. These results show that as the aesthetics, interest, trendiness, courtesy, and recognition of makeup management behavior increase, the color cosmetics purchase behavior also increases.
Sixth, Hypothesis 6's psychological utility was found to have a positive (+) effect on color cosmetics purchase behavior. These results show that as the active psychological changes and confidence of psychological utility increase, the purchase criteria and tendencies, product color selection criteria, and high-priced considerations of color cosmetics purchase behavior increase.
Seventh, in the relationship between personal color awareness and color cosmetics purchase behavior of Hypothesis 7, makeup management behavior was found to have a mediating effect. This result shows that as personal color awareness increases, correct color cosmetics purchase behavior is induced and active behavior is shown in purchasing products.
Eighth, in the relationship between personal color awareness and color
cosmetics purchase behavior of Hypothesis 8, psychological utility was found to have a mediating effect. This result shows that as personal color awareness increases, people recognize colors that suit them and purchase behavior to utilize color cosmetics as a tool to express this in various ways increases.
In summary, the variables of personal color awareness, makeup behavior, psychological utility, and color cosmetics purchase behavior were found to have a significant influence relationship. In addition, it was confirmed that makeup management behavior and psychological utility had an influence on color cosmetics purchase behavior through the mediating effect of makeup management behavior and psychological utility in the relationship between personal color awareness and color cosmetics purchase behavior. This requires an approach that is appropriate for personal color recognition when marketing color cosmetics, and it is necessary to actively utilize makeup management behavior and psychological aspects in marketing sales and promotion. It is thought that it is necessary to improve the awareness of personal color through various marketing such as personal color demonstrations, performances, and education, and to continuously discover and research various variables accordingly

목차 (Table of Contents)

• 표목차 ⅴ
• 그림목차 ⅸ
• Ⅰ. 서론 1
• 1. 연구의 배경 및 필요성 1
• 2. 연구의 목적 6
• 3. 연구의 구성 7
• Ⅱ. 이론적 배경 9
• 1. 퍼스널컬러 9
• 가. 퍼스널컬러의 개념 9
• 1) 퍼스널컬러 시스템 11
• 2) 퍼스널컬러 진단법 17
• 나. 퍼스널컬러 인식의 구성 요인 19
• 다. 퍼스널컬러 인식의 선행 연구 22
• 2. 메이크업 관리 행동 30
• 가. 메이크업 관리 행동의 개념· 30
• 나. 메이크업 관리 행동의 구성 요인 35
• 다. 메이크업 관리 행동의 선행 연구 38
• 3. 심리적 효용 44
• 가. 심리적 효용의 개념 44
• 나. 심리적 효용의 구성 요인 46
• 다. 심리적 효용의 선행 연구 49
• 4. 색조화장품 구매 행동 53
• 가. 색조화장품 구매 행동의 개념 53
• 1) 색조화장품 정의 및 분류 53
• 2) 색조화장품 구매 행동 특징 64
• 나. 색조화장품 구매 행동의 구성 요인 66
• 다. 색조화장품 구매 행동의 선행 연구 69
• Ⅲ. 연구 방법 및 절차 73
• 1. 연구 모형 및 연구 문제 73
• 가. 연구 모형의 설계 73
• 나. 연구 문제 75
• 2. 변수의 조작적 정의 및 측정 77
• 가. 퍼스널컬러 인식 77
• 나. 메이크업 관리 행동 77
• 다. 심리적 효용 78
• 라. 색조화장품 구매 행동 78
• 3. 연구 방법 80
• 가. 표본 선정 및 자료 수집 80
• 나. 설문지 구성 80
• 다. 자료 분석 방법 83
• Ⅳ. 실증 분석 84
• 1. 조사대상자의 일반적 특성 84
• 2. 측정 도구의 신뢰도 및 타당성 86
• 가. 퍼스널컬러 인식 86
• 나. 메이크업 관리 행동 88
• 다. 심리적 효용· 90
• 라. 색조화장품 구매 행동 92
• 3. 일반적 특성에 따른 차이 분석 94
• 가. 퍼스널컬러 인식 94
• 나. 메이크업 관리 행동 97
• 다. 심리적 효용· 100
• 라. 색조화장품 구매 행동 103
• 4. 상관관계 분석 106
• 5. 가설 검증 108
• 가. 퍼스널컬러 인식이 메이크업 행동에 미치는 영향 108
• 나. 퍼스널컬러 인식이 심리적 효용에 미치는 영향 113
• 다. 퍼스널컬러 인식이 색조화장품 구매 행동에 미치는 영향 115
• 라. 메이크업 행동이 심리적 효용에 미치는 영향 118
• 마. 메이크업 행동이 색조화장품 구매 행동에 미치는 영향· 120
• 바. 심리적 효용이 색조화장품 구매 행동에 미치는 영향 123
• 사. 퍼스널컬러 인식이 메이크업 관리 행동을 매개로 색조화장품 구매 행동에
• 미치는 영향· 126
• 아. 퍼스널컬러 인식이 심리적 효용을 매개로 색조화장품 구매 행동에 미치는
• 영향 145
• 6. 가설 검증 결과 152
• Ⅴ. 결론 및 제언 154
• 1. 연구 결과 요약 154
• 2. 연구의 시사점 160
• 3. 연구의 한계점 및 향후 연구 방향· 162
• 참고문헌 163
• Abstract 172
• 부록 176