Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Beauty Involvement on Self-Satisfaction by Conspicuous Consumption Tendency Groups

과시소비성향 집단별 뷰티관여가 자기만족도에 미치는 영향

  • Park, Hyun-Ju (Dept. of Fashion Design & Merchandising, Kyungsung University) ;
  • Park, Sook-Hyun (Dept. of Fashion Design & Merchandising, Kyungsung University)
  • Received : 2013.12.03
  • Accepted : 2014.01.15
  • Published : 2014.02.28
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Abstract

This study examined the effect of beauty involvement on self-satisfaction by conspicuous consumption tendency groups. A questionnaire method was used for this study. The subjects of this research were females in their 20s~50s. We distributed 580 questionnaires ets; constantly, 554 sets were used in the final analysis. Data were analyzed by factor analysis, ANOVA, cluster analysis, Cronbach's alpha coefficient and multiple regression analysis. Beauty consumption behavior factors were classified with hair styling, skin management, make-up and body shaping. Self-satisfaction factors were classified with living, appearance, economic and interpersonal relation. This study classified 4 conspicuous consumption groups (active, passive, syntonic and individuality & frugal group). The active conspicuous consumption group was unsatisfied with most of the self-satisfaction factors. The passive conspicuous consumption group was more interested in skin management factors than other factors. The syntonic conspicuous consumption group was interested in make-up, body shaping and skin management in order to provide a positive impression to other people. The individuality & frugal group was most interested in body shaping that could be achieved at low cost through exercise and diet.

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