대학생의 유행선도력에 따른 타투인식과 타투행동

Abstract

This study provides the basic data required for actively responding to tattoo customers’ needs by analyzing the tattoo perception and tattooing behavior by fashion leadership among college students in their 20s. For this, a questionnaire survey was conducted among college students in Busan in June and September 2019. A total of 317 questionnaires were used for the analysis, and the following results were obtained. First, fashion leadership was comprised of fashion innovation, fashion opinion leadership, and fashion information search, while the perception of tattoos consisted of interest, personality, safety, and image. Depending on the fashion leadership, the subjects were classified as a fashion-dual leader, fashion follower, and fashion laggard. In contrast, the interest in tattoos, focus on tattoo images, and non-interest in tattoos were obtained depending on the perception of tattoos. Second, the perception of tattoos revealed differences depending on fashion leadership. Interest in tattoos was highest among fashion-dual leaders with positive thinking. In contrast, it was lowest among fashion-late adopters. In other words, interest in tattoos was mostly high among trendsetting college students. In terms of personality, fashion dual leaders and followers believe that having a tattoo makes them look different, stylish, and conspicuous. Concerning tattoo images, fashion followers concluded that tattoos influence a person’s image while fashion-late adopters did not agree with this perception.