earticle

영어

This study analyzes the difference in purchasing tendencies of nail enamel according to the women's appearance psychology and nail care. The subjects of the research were 420 women residing in Gwangju metropolitan city (177 in their twenties, 181 in their thirties, and 62 in their forties or over) and they were given questionnaire, and their responses were statistically analyzed. The results of this study can be summarized as follows. First, it was analyzed that in the standard of purchasing nail enamel, women in their twenties and thirties, having higher concern on appearance and higher confidence in their appearance and with frequent nail coloring care gave a priority to nail colors. Second, it was found that in the standard of choosing nail colors, those who are older and have frequent hand massage preferred the color fitting into them and those who have higher confidence in their appearance chose popular colors. Third, it was analyzed that in the factor affecting preferred nail colors, those who have higher concern on appearance and higher confidence in their appearance were influenced by popular colors, those who have lower confidence in their appearance were governed by their mood or recommendation from others around them, and those who give priority to nail coloring care, popular colors and hand massage were influenced by their skin conditions. Consequently, it was revealed that the women's appearance psychology and nail care were major factors affecting the purchase and color choice of nail enamel and it is expected that this study will be effectively used for marketing of nail shops and nail care businesses.

한국어

본 연구는 여성의 외모심리와 네일 관리에 따른 네일 컬러의 구매성향의 차이를 분석한 것이다. 연구대상자는 광주광역시에 거주하는 420명의 여성을 대상으로 하여 설문조사하여 통계 분석하였다. 본 연구결과를 살펴보면 다음과 같다. 첫째, 네일 에나멜 구매 기준에 있어서 20∼30대 여성이고, 외모관심도와 외모자신감이 높고 네일 컬러링 관리를 많이 할수록 네일 컬러를 중요시하는 것으로 분석되었다. 둘째, 네일 색상의 선택기준에 있어서 연령이 높을수록 어울리는 컬러를, 외모자신감이 높을수록 유행 색상를, 핸드마사지 관리를 많이 할수록 어울리는 컬러를 선택하는 것으로 분석되었다. 셋째, 네일 선호컬러에 영향을 주는 요인에 있어서는 외모관심도와 외모자신감이 높을수록 유행컬러에 영향을 받으며, 외모자신감이 낮을수록 기분상태나 주변권유에 영향을 받고 네일컬러링 관리를 중시할수록 유행컬러, 핸드마사지를 중시할수록 피부상태에 영향력을 받는 것으로 분석되었다. 이상의 결과에 의거하여 여성의 외모심리와 네일관리 정도가 네일 에나멜의 구매와 컬러선택에 영향을 미치는 주요한 요인임을 밝히고, 네일 샵 및 네일관련 업체들의 마켓팅에 효과적으로 활용되기를 제안한다.