중년남성의 라이프스타일과 외모관리행동에 따른 의복구매행동

Abstract

의학기술의 발달로 인간의 평균수명이 길어짐에 따라 중년남성의 인구가 증가하고 있다. 중년이 길어짐에 따라 이 기간 동안 더 풍요롭고 질 높은 삶을 살고자 하는 욕구가 증대 되고 있으며, 패션, 미용, 운동 등 자신의 생활에 투자를 하는 중년남성들이 새로운 소비 주체로 부상하고 있다. 과거 중년남성이 자신보다는 가족을 위해서 희생하고 부양하며 보수적인 모습을 보였다면, 지금의 중년남성 소비자는 변화된 가치관과 다양한 라이프스타일 가지고 있으며 자아실현의 욕구가 크고 구매력도 있어 기업이 공략해야 할 주요 소비층으로 부각되고 있다. 하지만 중년남성의 특성과 그에 따른 의복행동에 대한 연구는 아직 활발히 이루어지지 않은 실정이다. 이에 본 연구는 중년남성의 의복구매행동에 영향을 미치는 다양한 요인들을 찾아보고자 하였다. 첫째, 중년남성의 라이프스타일 유형화하여 분석하고 이에 따른 의복추구혜택, 의류제품선택기준, 추구의복이미지를 알아보았다. 둘째, 중년남성의 외모관리행동을 외모관심도, 신체만족도 측면에서 분석하고 이에 따른 의복추구혜택, 의류제품선택기준, 추구의복이미지를 알아보았다. 본 연구는 서울과 경기에 거주하는 40-50대 남성을 대상으로 하였으며, 총 322부를 최종분석에 사용하였다. 자료분석은 PASW 18.0을 사용하여 빈도분석, 요인분석, 일원분산분석, t-test를 실시하였고 사후 검정을 위해 Duncan test를 실시하였다. 본 연구의 자료 분석을 통하여 도출된 결과는 다음과 같다. 첫째, 중년남성의 라이프스타일은 건강지향형, 유행지향형, 경제적 소비지향형, 보수지향형의 4가지 유형으로 분류되었으며, 보수지향형 집단의 분포가 가장 높은 것으로 나타났다. 라이프스타일 유형에 따른 의복추구혜택을 알아본 결과 심미성 추구는 유행지향형 집단과 보수지향형 집단이 중요하게 생각하였고, 사회적인정 추구와 편안함 추구는 보수지향형 집단이 중요하게 생각하는 것으로 나타났다. 라이프스타일 유형에 따른 의류제품선택기준을 알아본 결과 디자인, 색상, 다른 옷과의 조화, 맞음새·치수와 같은 심미적 기준은 보수지향형 집단과 경제적 소비지향형 집단이 중요하게 생각하였고 내구성, 세탁 및 관리의 용이성, 가격과 같은 실용적 기준은 보수지향형 집단과 유행지향형 집단이 중요하게 생각하였다. 신분 상징, 브랜드 명성, 제품에 대한 주위 사람들의 평, 유행성과 같은 외재적 기준 또한 보수지향형 집단과 유행지향형 집단이 중요하게 생각하는 것으로 나타났다. 라이프스타일 유형에 따른 추구의복이미지를 알아본 결과 세련된 이미지는 유행지향형 집단과 보수지향형 집단이 가장 선호하였고, 보수적 이미지와 온화한 이미지는 보수지향형 집단이 가장 선호하는 것으로 나타났다. 둘째, 중년남성의 외모관심도에 따른 의복추구혜택을 알아본 결과 외모관심이 높은 소비자는 상대적으로 외모관심이 낮은 소비자 보다 의복을 통해 심미성, 사회적인정, 편안함을 추구하는 것으로 나타났으며 특히 심미성과 사회적인정을 매우 중요하게 생각하는 것으로 나타났다. 외모관심에 따른 제품선택기준 분석 결과 외모관심이 높은 소비자는 상대적으로 외모관심이 낮은 사람들 보다 제품선택시 디자인, 색상, 다른 옷과의 조화, 맞음새·치수와 같은 심미적기준, 내구성, 세탁 및 관리의 용이성, 가격과 같은 실용적기준, 신분 상징, 브랜드 명성, 제품에 대한 주위 사람들의 평, 유행성과 같은 외재적기준을 중요한 평가기준으로 여기는 것으로 나타났다. 외모관심에 따른 추구의복이미지 분석 결과 외모관심이 높은 소비자는 상대적으로 외모관심이 낮은 소비자 보다 의복을 통해 세련된 이미지, 보수적 이미지, 온화한 이미지를 추구 하는 것으로 나타났으며, 외모관심이 높은 소비자는 세련된 이미지를 가장 선호하고, 외모관심이 낮은 소비자는 온화한 이미지를 가장 선호하는 것으로 나타났다. 신체만족도에 따른 의복추구혜택 분석 결과는 신체만족도가 높은 소비자는 상대적으로 신체만족도가 낮은 소비자 보다 의복을 통해 심미성, 사회적인정, 편안함을 추구하는 것으로 나타났다. 신체만족도에 따른 의류제품선택기준 분석 결과 신체만족도가 높은 소비자는 상대적으로 신체만족도가 낮은 소비자 보다 디자인, 색상, 다른 옷과의 조화, 맞음새·치수와 같은 심미적기준, 내구성, 세탁 및 관리의 용이성, 가격과 같은 실용적기준, 신분 상징, 브랜드 명성, 제품에 대한 주위 사람들의 평, 유행성과 같은 외재적기준을 중요한 평가속성으로 여기고 있는 것으로 나타났다. 신체만족도에 따른 추구의복이미지 분석 결과 신체만족도가 높은 소비자는 상대적으로 신체만족도가 낮은 소비자 보다 의복을 통해 세련된 이미지, 보수적 이미지, 온화한 이미지를 추구하는 것으로 나타났다. 본 연구는 중년남성의 라이프스타일과 외모관리행동 분석을 통해 세분시장을 제시하였고, 세분시장별 제품평가기준, 추구의복이미지, 의복추구혜택의 차이를 규명하였다. 중년남성층이 새로운 소비 주체로 부상하고 있는 시점에서 라이프스타일과 외모관리행동별 세분시장 분석은 패션기업의 마케팅 전략 수립을 위한 기초자료로 활용될 수 있을 것이다.|With the rapid development of medical science, the average life span keeps increasing and also it makes the population of middle aged men keeps increasing. As the middle aged time longer, the middle aged men are wondering enjoy the opulent life style. Therefore, they are getting the spotlight of the consuming subjects in the fashion, beauty, and exercise industries. At the past, men were conserved such as sacrificed for their family, but they have changed values which contrary to the past. They have variance life styles and self-actualization. Also, they have enough purchasing power. Therefore, they become a major consumer layer which is companies need to address. Unfortunately, the research that shows dress style by the characteristic of middle aged men is not reached well. Therefore, this research has been created for the reasons that affect to purchasing clothes of middle aged men. First of all, structured and analyzed the life styles of middle aged men to research the clothes selection criteria, pursuit of design and the benefit of clothes. Second, structured and analyzed their way of appearance management behavior based on interest rate of appearance and body then applied these data to the clothes selection criteria, pursuit of design and the benefit of clothes. This research has been conducted to 40~50 middle aged men who live in Seoul/Kyeong-Ki Provience and the data collection was done using a questionnaire method and total 322 questionnaires were collected and used as the date for the final analysis of this study. PASW 18.0 for windows was usded for data analysis and the detailed analyses include frequency analysis, factor analysis, reliability test, one wat ANOVA and t-test. The result based on this research is as below: First of all, the life styles of middle aged men have been divided as four different styles. They are inclination of health, trend, price and conservative styles. The majority of people surveyed prefer conservative styles. The result of pursuit of benefits, two groups who chose trend and conservative styles each preferred esthetic element. The group of conservative styles also preferred comfort and social recognition styles. The result of clothes selection criteria, the design and styles that is esthetic elements such as color, match to other clothes, spec and etc have been chosen by price and conservative styles groups. External standards such as social position, value of brands name, people’s attention, trends have been chosen by trends and conservative styles groups. Practicality such as durability, washing condition, prices have been chosen by conservative styles and trends group. The results of design pursuit, the trends and conservative styles groups have preferred clothes of refined design and image. Conservative styles group wondering conservative and mild image and design most. Second of all, the results of pursuit of benefits which is based on the structured and analyzed their way of appearance management based on interest rate of appearance show, the people who have high interested at appearance more preferred esthetic, social position, comfort then the people who do not have interest at their appearance much. Especially, high interested at appearance group thinks that social position and esthetic materials are most important elements. Also, they more care about design, color, match to other clothes, spec and esthetic elements then the other groups(less interested at the appearance) when they select the item. The less interested at the appearance group more preferred mild image in the pursuit of design results. On the other hands, high interested at appearance group preferred every kinds of images such as mild, conservative and polished. These results are not much different with the structured and analyzed their way of appearance management based on interest rate of body condition. This research has been analyzed by life styles and the way of appearance management of middle aged men and quoted segmentation. It also segmented by the clothes selection criteria, pursuit of design and the benefit of clothes. It will be very helpful to develop the marketing strategy of fashion companies during this point which middle aged men become major consumer layer.; With the rapid development of medical science, the average life span keeps increasing and also it makes the population of middle aged men keeps increasing. As the middle aged time longer, the middle aged men are wondering enjoy the opulent life style. Therefore, they are getting the spotlight of the consuming subjects in the fashion, beauty, and exercise industries. At the past, men were conserved such as sacrificed for their family, but they have changed values which contrary to the past. They have variance life styles and self-actualization. Also, they have enough purchasing power. Therefore, they become a major consumer layer which is companies need to address. Unfortunately, the research that shows dress style by the characteristic of middle aged men is not reached well. Therefore, this research has been created for the reasons that affect to purchasing clothes of middle aged men. First of all, structured and analyzed the life styles of middle aged men to research the clothes selection criteria, pursuit of design and the benefit of clothes. Second, structured and analyzed their way of appearance management behavior based on interest rate of appearance and body then applied these data to the clothes selection criteria, pursuit of design and the benefit of clothes. This research has been conducted to 40~50 middle aged men who live in Seoul/Kyeong-Ki Provience and the data collection was done using a questionnaire method and total 322 questionnaires were collected and used as the date for the final analysis of this study. PASW 18.0 for windows was usded for data analysis and the detailed analyses include frequency analysis, factor analysis, reliability test, one wat ANOVA and t-test. The result based on this research is as below: First of all, the life styles of middle aged men have been divided as four different styles. They are inclination of health, trend, price and conservative styles. The majority of people surveyed prefer conservative styles. The result of pursuit of benefits, two groups who chose trend and conservative styles each preferred esthetic element. The group of conservative styles also preferred comfort and social recognition styles. The result of clothes selection criteria, the design and styles that is esthetic elements such as color, match to other clothes, spec and etc have been chosen by price and conservative styles groups. External standards such as social position, value of brands name, people’s attention, trends have been chosen by trends and conservative styles groups. Practicality such as durability, washing condition, prices have been chosen by conservative styles and trends group. The results of design pursuit, the trends and conservative styles groups have preferred clothes of refined design and image. Conservative styles group wondering conservative and mild image and design most. Second of all, the results of pursuit of benefits which is based on the structured and analyzed their way of appearance management based on interest rate of appearance show, the people who have high interested at appearance more preferred esthetic, social position, comfort then the people who do not have interest at their appearance much. Especially, high interested at appearance group thinks that social position and esthetic materials are most important elements. Also, they more care about design, color, match to other clothes, spec and esthetic elements then the other groups(less interested at the appearance) when they select the item. The less interested at the appearance group more preferred mild image in the pursuit of design results. On the other hands, high interested at appearance group preferred every kinds of images such as mild, conservative and polished. These results are not much different with the structured and analyzed their way of appearance management based on interest rate of body condition. This research has been analyzed by life styles and the way of appearance management of middle aged men and quoted segmentation. It also segmented by the clothes selection criteria, pursuit of design and the benefit of clothes. It will be very helpful to develop the marketing strategy of fashion companies during this point which middle aged men become major consumer layer.