의복행동에서 자기감시와 자기애에 관한 연구

Abstract

대인관계에 있어서 어떤 사람은 환경이나 상황에 맞추어 행동을 하는 반면, 어떤 사람은 주변을 신경 쓰지 않고 자신의 소신대로 행동한다. 또한 어떤 사람은 자신을 과시하고 구성원보다 특별해지기 원하는 반면, 어떤 사람은 타인과 동화되어 눈에 띄지 않기를 원한다. 이처럼 외부적으로 드러나는 모습들을 통해 개인의 성향을 파악할 수 있으며, 주어진 조건에서 개인이 어떠한 태도를 보일 것인지 예상할 수 있다. 본 연구는 이러한 개인의 성향에 주목하여 사람들의 자기감시와 자기애가 의복관여도와 화장품관여도 및 의복구매행동과 화장품구매행동에 어떠한 영향을 미치는지 알아보았다. 따라서 본 연구는 의복과 화장품을 구매하는 소비자에 대한 이해를 위한 자료로 활용할 수 있을 것이며, 개인의 성향을 분석함으로써 소비자 유형에 따른 차별화 된 마케팅 전략을 수립하는데 도움을 줄 수 있을 것이다. 본 연구는 최근 6개월 간 패션제품과 관련된 매장을 방문한 적이 있는 20-30대 남성과 여성 소비자를 대상으로 온라인 설문을 실시하여 수집된 총 392부의 데이터를 최종분석에 사용하였다. 자료분석은 PASW 18.0을 이용하여 빈도분석, 신뢰도 검정, 회귀분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 자기감시와 자기애는 의복관여도에 유의한 영향을 미치는 것으로 나타났다. 의복구매빈도에 대해서는 자기감시와 자기애가 모두 유의한 영향을 미치는 것으로 나타났으나, 의복구매비용에 대해서는 자기애만 유의한 영향을 미치는 것으로 나타났다. 또한 의복관여도는 의복구매빈도와 의복구매비용 모두에 유의한 영향을 미치는 것으로 나타났다. 둘째, 자기감시는 화장품관여도에 유의한 영향을 미치지 않았고, 자기애는 화장품관여도에 유의한 영향을 미치는 것으로 나타났다. 화장품구매빈도와 화장품구매비용에 대해서도 자기감시는 유의한 영향을 미치지 않았고, 자기애는 유의한 영향을 미치는 것으로 나탔다. 또한 화장품관여도는 화장품구매빈도와 화장품구매비용 모두에 유의한 영향을 미치는 것으로 나타났다. 섯째, 남성과 여성 모두 자기감시와 자기애가 의복관여도에 유의한 영향을 미치는 것으로 나타났다. 의복구매빈도에 대해서는 남성과 여성 모두 자기감시와 자기애가 유의한 영향을 미치는 것으로 나타났으나, 의복구매비용에 대해서는 남성만 자기애가 유의한 영향을 미치는 것으로 나타났다. 또한 남성과 여성 둘 다 의복관여도가 의복구매빈도와 의복구매비용 모두에 유의한 영향을 미치는 것으로 나타났다. 넷째, 남성과 여성 모두 자기감시는 화장품관여도에 유의한 영향을 미치지 않았고, 자기애는 화장품관여도에 유의한 영향을 미치는 것으로 나타났다. 화장품구매빈도에 대해서는 여성만 자기애가 유의한 영향을 미치는 것으로 나타났으나, 화장품구매비용에 대해서는 남성과 여성 모두 자기애가 유의한 영향을 미치는 것으로 나타났다. 또한 남성과 여성 둘 다 화장품관여도가 화장품구매빈도와 화장품구매비용 모두에 유의한 영향을 미치는 것으로 나타났다. 이상의 연구결과를 종합해보면, 자기감시와 자기애가 높은 사람일수록 의복에 더 많이 관여하고, 자기감시가 높은 사람일수록 의복을 자주 구매하지만 의복에 대한 지출이 일정하지 않으며, 자기애가 높은 사람일수록 의복을 자주 구매하는 동시에 의복에 지출을 많이 한다는 것을 알 수 있다. 의복과 달리 화장품에 대해서는 자기감시보다는 자기에가 관련성이 큰 것으로 나타났는데, 자기애가 높은 사람일수록 화장품에 더 많이 관여하고, 화장품을 자주 구매하며, 화장품에 지출을 많이 한다는 것을 알 수 있다. 성별의 차이에서는 남성과 여성 모두 자기감시와 자기애가 높은 사람일수록 의복에 더 많이 관여하고, 의복을 자주 구매하지만, 남성은 자기감시보다는 자기애가 높은 사람일수록 의복에 지출을 많이 하고, 여성은 자기감시와 자기애에 관계없이 의복에 대한 지출이 일정하지 않다는 것을 알 수 있다. 또한 남성과 여성 모두 자기애가 높은 사람일수록 화장품에 더 많이 관여하고, 화장품에 지출을 많이 하지만, 남성은 개인적인 성향에 관계없이 화장품을 구매하는 횟수가 일정하지 않고, 여성은 자기애가 높은 사람일수록 화장품을 자주 구매한다는 것을 알 수 있다. 이러한 결론에 따라, 기업은 의복과 화장품을 판매하는데 있어서 소비자의 행동을 결정하는 자기감시와 자기애를 파악하여 자기감시가 강한 소비자에게는 제품의 실용성과 가격의 합리성을 강조하고, 자기애가 강한 소비자에게는 제품의 독특성과 과시성을 강조하는 마케팅 전략을 수립해야 할 것이다.| In interpersonal relationship, some people act according to the environment and situation, while some people do not mind the surroundings act as their own beliefs. Some people want to show themselves and hope to be special beings, while some people want to be less noticeable to others. Therefore, people can analyze each individual's propensity through expression of each person and expect how they will act in a given condition. This study investigated a influence of the self-monitoring and narcissism on the clothing involvement, cosmetics involvement, clothing purchasing behavior and cosmetics purchasing behavior by focusing on propensity of each individual. Accordingly, the results of this paper can be used as the data to understand consumers purchasing clothing and cosmetics. This paper will also help establishing differentiated marketing strategy to each type of consumer by analyzing personal propensity. The subjects of this paper study were men and woman in there 20s to 30s who had visited the fahion product shop for 6 months. 392 questionnaires collected through online survey were used for final analysis. The data analysis used PASW 18.0, for frequency analysis, reliability analysis and regression analysis. The results of this study are as follows. First, the self-monitoring and narcissism had valid influence on the clothing involvement and cosmetics involvement. Both self-monitoring and narcissism have valid influence on the clothing purchasing frequency, but the narcissism only had valid influence on clothing purchasing cost. And clothing involvement had influence on both clothing purchasing frequency and clothing purchasing cost. Second, the self-monitoring did not have valid influence on cosmetics involvement, but the narcissism had valid influence on it. The narcissism had valid influence on the cosmetics purchasing frequency and cosmetics purchasing cost but the self-monitoring dis not have influence on them. And cosmetics involvement had influence on both cosmetics purchasing frequency and cosmetics purchasing cost. Third, the self-monitoring and narcissism of both male and female had valid influence on the clothing involvement. The self-monitoring and narcissism of both man and female had valid influence on clothing purchasing frequency, but the narcissism of male only had valid influence on clothing purchasing cost. And the clothing involvement of both male and female had valid influence on both clothing purchasing frequency and clothing purchasing cost. Forth, the self-monitoring of both male and female did not have valid influence on the cosmetics involvement, but the narcissism of both man and female had valid influence on the cosmetics involvement. The narcissism of female only had valid influence on the cosmetics purchasing frequency, but the narcissism of both male and female had valid influence on the cosmetics purchasing cost. And the cosmetics involvement of both male and female had valid influence on both cosmetics purchasing frequency and cosmetics purchasing cost. In conclusion, a person who had higher level of both the self-monitoring and narcissism was more involved in clothing, and a person who had higher level of the self-monitoring was much more likely to purchase clothing more often but male or female did not have certain fixed amount of payment or cost. And a person who had higher level of the narcissism purchased clothing more often and also paid more. Unlike clothing, the cosmetics had much more relationship with the narcissism rather than the self-monitoring. The higher level of the narcissism they had, the more they involved in cosmetics and more often they purchased cosmetics. On the aspect of intersexual difference, both male and female who had both higher level of the self-monitoring and narcissism were more involved in clothing, and they purchased clothing more often. However, male who had higher level of the narcissism than the level of the self-monitoring were likely to pay more on purchasing clothing, and female did not have certain fixed amount of payment on clothing regardless of both degrees of her self-monitoring and narcissism. Also, for both male and female, a person who had higher level of the narcissism involved deeply in cosmetics and spent more money on cosmetics. But for male, they did not purchase cosmetics regularly regardless of personal propensity of consume. For female, a person who had higher level of the narcissism purchased cosmetics more often. Therefore, it is suggested for companies that in sales of clothing and cosmetics, a certain new marketing strategy must be done. It means that we should analyze the degrees of the self-monitoring and narcissism of customers, so that we can take advantage of it by emphasizing product's realistic practicality and its merit of resonable price to those who have strong degree of self-monitoring, and at the same time, by emphasizing product's uniqueness and its ability to show off to those persons who have strong degree of narcissism.; In interpersonal relationship, some people act according to the environment and situation, while some people do not mind the surroundings act as their own beliefs. Some people want to show themselves and hope to be special beings, while some people want to be less noticeable to others. Therefore, people can analyze each individual's propensity through expression of each person and expect how they will act in a given condition. This study investigated a influence of the self-monitoring and narcissism on the clothing involvement, cosmetics involvement, clothing purchasing behavior and cosmetics purchasing behavior by focusing on propensity of each individual. Accordingly, the results of this paper can be used as the data to understand consumers purchasing clothing and cosmetics. This paper will also help establishing differentiated marketing strategy to each type of consumer by analyzing personal propensity. The subjects of this paper study were men and woman in there 20s to 30s who had visited the fahion product shop for 6 months. 392 questionnaires collected through online survey were used for final analysis. The data analysis used PASW 18.0, for frequency analysis, reliability analysis and regression analysis. The results of this study are as follows. First, the self-monitoring and narcissism had valid influence on the clothing involvement and cosmetics involvement. Both self-monitoring and narcissism have valid influence on the clothing purchasing frequency, but the narcissism only had valid influence on clothing purchasing cost. And clothing involvement had influence on both clothing purchasing frequency and clothing purchasing cost. Second, the self-monitoring did not have valid influence on cosmetics involvement, but the narcissism had valid influence on it. The narcissism had valid influence on the cosmetics purchasing frequency and cosmetics purchasing cost but the self-monitoring dis not have influence on them. And cosmetics involvement had influence on both cosmetics purchasing frequency and cosmetics purchasing cost. Third, the self-monitoring and narcissism of both male and female had valid influence on the clothing involvement. The self-monitoring and narcissism of both man and female had valid influence on clothing purchasing frequency, but the narcissism of male only had valid influence on clothing purchasing cost. And the clothing involvement of both male and female had valid influence on both clothing purchasing frequency and clothing purchasing cost. Forth, the self-monitoring of both male and female did not have valid influence on the cosmetics involvement, but the narcissism of both man and female had valid influence on the cosmetics involvement. The narcissism of female only had valid influence on the cosmetics purchasing frequency, but the narcissism of both male and female had valid influence on the cosmetics purchasing cost. And the cosmetics involvement of both male and female had valid influence on both cosmetics purchasing frequency and cosmetics purchasing cost. In conclusion, a person who had higher level of both the self-monitoring and narcissism was more involved in clothing, and a person who had higher level of the self-monitoring was much more likely to purchase clothing more often but male or female did not have certain fixed amount of payment or cost. And a person who had higher level of the narcissism purchased clothing more often and also paid more. Unlike clothing, the cosmetics had much more relationship with the narcissism rather than the self-monitoring. The higher level of the narcissism they had, the more they involved in cosmetics and more often they purchased cosmetics. On the aspect of intersexual difference, both male and female who had both higher level of the self-monitoring and narcissism were more involved in clothing, and they purchased clothing more often. However, male who had higher level of the narcissism than the level of the self-monitoring were likely to pay more on purchasing clothing, and female did not have certain fixed amount of payment on clothing regardless of both degrees of her self-monitoring and narcissism. Also, for both male and female, a person who had higher level of the narcissism involved deeply in cosmetics and spent more money on cosmetics. But for male, they did not purchase cosmetics regularly regardless of personal propensity of consume. For female, a person who had higher level of the narcissism purchased cosmetics more often. Therefore, it is suggested for companies that in sales of clothing and cosmetics, a certain new marketing strategy must be done. It means that we should analyze the degrees of the self-monitoring and narcissism of customers, so that we can take advantage of it by emphasizing product's realistic practicality and its merit of resonable price to those who have strong degree of self-monitoring, and at the same time, by emphasizing product's uniqueness and its ability to show off to those persons who have strong degree of narcissism.