전문피부관리 유형에 따른 자기의식과 신체의식이 주관적 만족도에 미치는 영향

Abstract

This study attempted to investigate the influence of self-consciousness and body consciousness on subjective satisfaction by a type of esthetic care. For this, a questionnaire survey was performed against 300 adult women aged 20-64 living in Gyeonggi-do from February 1 to March 2, 2021. A total of 285 copies excluding poorly answered ones were used for final analysis, and the results found the followings: First, according to analysis of differences in self-consciousness by a type of esthetic care, in facial skin care, private self-consciousness, public self-consciousness and social anxiety were high in terms of brightness care. In body care, social anxiety was relatively high in terms of slimming care (p<.05). Second, concerning differences in body consciousness by a type of esthetic care, in facial skin care, body confidence and body dissatisfaction were relatively high in terms of brightness care. In scalp care, body confidence was high in terms of seborrheic scalp care (p<.05). Third, regarding the influence of self-consciousness on subjective satisfaction, public self-consciousness (=.186, p<.01) and private self-consciousness (=.184, p<.01) had a positive effect on subjective satisfaction with statistical significance. In other words, as public or private self-consciousness rises, subjective satisfaction increases. Fourth, concerning the influence of body consciousness on subjective satisfaction, body care efforts (=.434, p<.001) and body confidence (=.217, p<.001) revealed a positive influence on subjective satisfaction with statistical significance. In conclusion, body consciousness was greater than self-consciousness in terms of influence on subjective satisfaction. Among the three body consciousness factors, 'body care efforts' was significant. This study aimed to improve customer satisfaction with esthetic programs and service values and increase sales by analyzing customers' psychological characteristics and encouraging esthetic salons to provide desirable services. In addition, it is anticipated that the study results would provide basic data which are needed to develop a relationship marketing-based esthetic consultation manual.