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1 한국의류산업학회지 pissn 제 19 권제 1 호, 2017 eissn < 연구논문 > Fashion & Text. Res. J. Vol. 19, No. 1, pp.30-39(2017) 대학생의외모유용성과외모관련변인들과의관련성연구 이현옥 구양숙 경북대학교의류학과 Study on the Relationship of Appearance Instrumentality and Appearance-related Variables of College Students Hyun-Ok Lee and Yang-Suk Ku Dept. of Clothing & Textiles, Kyungpook National University; Daegu, Korea Abstract : This study examines on the relationship of appearance instrumentality and appearance-related variables (appearance concern, appearance management behavior) of college students. Questionnaires were administered to 313 college students living in Daegu. The SPSS 20.0 package was utilized for data analysis which included frequency analysis, Cronbach's α, factor analysis, cluster analysis, cross tabulation analysis and t-test. Three factors of appearance instrumentality(love relationship, social achievement, interpersonal relationship), two groups of appearance concern(high, low) and five factors of appearance management behavior(skin care/cosmetics usage behavior, body management behavior, plastic surgery behavior, hair management behavior, fashion management behavior) were utilized for the problem analysis of the study. The results of this study were: First, there was no significant differences in the appearance concern group according to appearance instrumentality. Second, appearance instrumentality had a significant differences on appearance management behavior. Social achievement showed a significant differences in plastic surgery behavior. And love relationship showed a significant differences on plastic surgery behavior and fashion management behavior. Third, the appearance concern had a significant differences on all of appearance management behavior. High group of appearance concern showed a higher average than low group of appearance concern in fashion management behavior, skin care/cosmetics usage behavior, hair management behavior, plastic surgery behavior, body management behavior. Key words : appearance instrumentality ( 외모유용성 ), appearance concern ( 외모관심 ), appearance management behavior ( 외모관리행동 ) 1. 서론 외모는외적으로나타난개개인의모습을의미하는것으로동서고금을막론하고매력적인외모에대한동경은사라지지않는다. 특히현대사회에서외모는자신의개성표현과사회적관계형성의수단으로활용되는것으로, 매력적인외모와호감형의인상은사회생활에서좋은평가와능력발휘를위한기회를가지는데유용한요소이다. 이는외모가매력적인사람이비매력적인사람에비해사회생활전영역에서더좋은평가를받고개인의능력발휘의기회가더많이주어지며, 승진의기회를먼저차지하게되고, 연봉도더많이받는다고 (Kyle & Corresponding author; Yang-Suk Ku Tel , Fax yskoo@knu.ac.kr 2017 (by) the authors. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution license ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Mahler, 1996; Sarwer et al., 2004) 한결과에서볼수있듯이외모가성공적인사회생활을위한유용한수단적역할을한다는것을알수있다. 외모가사회적으로유용한수단으로사용되는것을외모유용성이라고하며 (Gim et al., 2010; Kwon, 2008; Lee, 2012; Lee, 2013a), 이는인간이삶을살아가면서경험하게되는직 업활동, 대인관계, 연애관계등다양한삶의사회적영역에서개인의평가에영향을미치는중요요인으로인식된다 (Lee, 2012; Lee, 2013a). 이러한사실은외모가개인의사회적행위의특징을규정하는근거가되는것으로 (Gim & Kim, 2005), 실제로매력적인외모를가진사람이비매력적인사람들보다사회생활을해나가는데있어더욱좋은평가를받고개인의능력발휘기회가더욱많이부과되는경우를보더라도외모는자신혹은타인의생각과행동방식에영향을미칠수있게된다 (Gim et al., 2009). 특히성인기로의사회적역할을준비하는시기인대학생들은타인들과의만족스럽고효과적인대인관계의경험을통하여보다완성된인간으로의발달을추구하는시기에있다. 대학생 30

2 대학생의외모유용성과외모관련변인들과의관련성연구 31 들에게대인관계란사람들간의만남을통해효과적이고생산적인인간관계를형성하는것이고, 이러한관계형성을통해자기실현을성취할수있는인간으로변화하는데목적이있다. 이들은자신의외모에만족할수록사회에서활동이나모임에적극적으로참여하며어떠한일을수행하는과정에서도의욕적인역할을하는경향이높게나타났다 (Lee, 2007; Lee, 2011). 또한이들은외모의사회적유용성을높게지각하고있었고 (Gim et al., 2010), 멋진외모가대인관계에도움이되고신체매력이경쟁력을가진다고생각하며옷을잘입는것이사회적지위향상에도움이된다고생각하였다 (Ryu & Kim, 2008). 대학생 786명을대상으로한연구에서이성을만났을때처음보는것은외모 ( 얼굴, 첫인상, 스타일 ) 이며 95.5% 가 외모도경쟁력 이라는말에동의했다 ( University student, 2015). 영국과이탈리아대학공동연구팀이 1957년미국위스콘신에서학교를졸업한남녀 8,000명의사진을보고외모등급을매긴후이들이졸업후의직업과사회적지위를추적관찰조사한결과외모가가장중요한영향을미친것으로나타났다. 이는 미 ( 美 ) 프리미엄 이있다는것이사실화된것으로외모가좋은남녀는취업부터시작해은퇴할때까지좋은결과를가졌는데이러한사실은외모가좋으면직장생활에서신뢰감과일을잘한다는느낌을상대방에주기때문이라고해석했다 ( Handsome men, 2013). 취업포털사람인이구직자 711명을대상으로취업을위한외모관리수행여부조사에서 48.5% 가외모도취업경쟁력이라고생각하여외모관리를하고있다고하였고 ( Job seekers, 2016), 기업인사담당자 312명을대상으로채용시지원자의외모가평가에영향을미치는지여부에대한조사결과 62.8% 가영향을미친다고하였다 ( Personnel manager, 2016). 이와같은연구결과를통해외모가취업활동, 직업활동, 대인관계, 연애관계등삶의사회적영역에서중요한영향력을미친다는사실을실증적으로확인할수있었다. 사람들은외모가사회적영역에서의경쟁력에도움을주는요인이라는인식을가지게됨으로써사회가요구하는외모에근접하기위해외모에지대한관심을가지게되고, 이는외모향상을위한외모관리로이어지게된다는것을알수있었다. 그러나외모유용성의중요성인식에비해외모유용성과외모관련변인에대한연구는많이이루어지지않은것으로, 선행연구에서는주로외모유용성척도개발연구와청소년을대상으로한연구였으며, 대학생을대상으로한연구에서도외모유용성을하나의변인으로하여연구를진행한것이 (Gim et al., 2010; Kwon, 2008; Lee, 2012; Lee, 2013a; Park, 2009) 대부분이었다. 이러한결과는외모유용성이외모관련변인에영향을미친다는사실은알수있었지만선행연구에서 (Gim et al., 2010; Kwon, 2008; Park, 2009) 척도개발된외모유용성 ( 연인관계유용성, 사회적성취유용성, 대인관계유용성 ) 의각유형별집단이외모관련변인에미치는영향에대한연구는거의이루어지지않았다. 본연구는외모유용성세개의변인각각의 집단에따른외모관련변인에대한연구를시도함으로써연구변인간의좀더세분화된이론적정보수집에도움이될것으로사료된다. 따라서본연구에서는대학생들의취업활동과연인관계그리고대인관계등사회적인영역에서의외모유용성각유형별변인과외모관련변인 ( 외모관심, 외모관리행동 ) 과의관계를실증적분석을통해차이를밝힘으로써외모유용성의유형별특성에대한기초자료를제공하고외모관련뷰티산업의표적시장세분화에정보를제시하고자한다. 2. 이론적배경 2.1. 외모유용성사회적동물인인간은사회생활을통해다양한대인관계를경험하게된다. 이러한대인관계활동에서외모는사회적으로중요한영향력을미치는유용한수단으로사용된다. 외모유용성이란외모가사회의전반적인영역에서가지는유용성에대한개인의신념또는믿음이라정의하였다 (Gim et al., 2010; Park, 2009). 이는연애와결혼의연인관계, 취업과승진및직업에서의성공을말하는사회적성취, 타인에게호감및인기받음의대인관계의 3가지차원으로구분된것으로, 연인관계에서외모의사회적유용성은배우자선택시매력적인외모가큰장점으로작용되며, 대인관계에서외모유용성은신체적으로매력적인성인이비매력적인성인에비해사람들에게더인기가많으며도움이필요할경우쉽게도움을받을수있다 (Kwon, 2008). 특히대학생시기는청소년기를지나새로운사회적환경을맞이하여자신스스로의독립적가치관을정립하여타인과의대인활동에적응하는시기이다. 외모는이들의원만한대인관계에영향을미치는요인중하나로, 대학생의대인관계성향이외모관련변인과의영향관계에서외모와대인관계는밀접한영향관계를가지는것으로나타났다 (Lee & Ku, 2014). 또한사회적성취에서외모유용성은외모가매력적인사람들은비매력적인사람에비해더지적이고직업적인능력을가지고있다고평가받기도하며 (Sarwer et al., 2004), 더좋은직장을얻고더높은봉급을받는것으로, 다니엘하머메시 (Harmer-mesh) 의 외모와성공의상관관계 연구결과, 외모에따라수입의차이를보였는데, 잘생긴사람은평균보다 5% 더벌었고못생긴사람은 9% 적게번것으로나타났다 ( Mr, beauty, 2008). 또한대학신입생의외모에대한인식및미용성형수술실태연구결과 12.7% 가 취직을위해서 라고응답한것으로이는외적이미지가취업경쟁력을높일수있는수단으로작용한것을보여주는것으로 (Lee et al., 2006) 취업과승진의사회적성취차원에서의외모유용성의중요한영향력을나타내며, 남녀대학생들을대상으로외모의사회적유용성을조사한결과한국대학생들은대체적으로외모의사회적유용성을높게지각하고있었고 (Gim et al., 2010), 남자대학생대상의연구에

3 32 한국의류산업학회지제 19 권제 1 호, 2017 년 서남성은멋진외모가대인관계에도움이되고신체매력이경쟁력을가진다고생각하였고옷을잘입으면사회적지위향상에도움이된다고생각하며외모관리동기중사회성추구동기가가장높다고하였다 (Ryu & Kim, 2008). 이러한외모유용성은외모의사회적의미에대한신념으로외모가꾸기에관한소비행동에영향을끼칠수있다. 즉, 외모의유용성을높게지각한사람은외모가자신의연애관계나직업적인성취에큰영향을미친다고생각하여외모를통한이점을얻기위해외모에대한관심을가지고외모를향상시키려는소비행동을더많이하려고할것이다 (Kwon, 2008). 이는외모유용성이외모에영향을주는변인임을알수있다 외모관심외모는사회적상호관계에서영향을미치는요인으로매력적인외모에관심을가지게된다. 이는타인을지각할때사용되는단서로신체의전체적외양을의미하며대인관계활동에중요한역할을하는것으로특히성인기로의사회적역할을준비하는시기인대학생은연인관계, 취업활동등에서외모에대한사회적유용성에대한지각을높게평가하여대인관계에서외모의역할을중요하게인식하고있다 (Lee & Ku, 2014). 대학생들의외모관심유형을분석한결과외모에관심을갖는동기가이성에게호감을얻기위함과사회적성공을위해몸매관리를해야한다고나타났으며 (Kim, 2008), 매력적인외모는그사람의지적능력과대인관계능력을뛰어나게지각하고, 삶의만족도가높은것으로나타났다 (Sung et al., 2009). 외모관심이란외모에대한매력을위해의복과화장, 머리스타일, 장신구등신체장식에대해지속적인관심과흥미를갖는것을의미한다 (Lee & Lee, 1997). 여중생의외모관심도가화장행동및사용실태, 화장품소비성향에미치는영향을분석한결과외모관심도에따라화장행동과화장품사용에적극적이었으며 (Na & Song, 2014), 남자대학생을대상으로한연구에서외모관심은미용관리행동과외모만족에유의한영향을미치는것으로나타났고 (Jeon & Park, 2012), 외모관심이높을수록미용관리행동을하는것으로나타났으며 (Park & Jung, 2011), 외모관심이높은학생들이미용성형에대한거부감을덜느끼는것으로나타났다 (Hwang et al., 2003). 이와같이외모관심은자신의신체적외모에대한개인적관심과흥미로써외모를가꾸고수정하는행동을통하여매력적인자신을표현하는것이며, 만족스러운외모와타인에게좋은이미지로평가받기위해화장을하거나의복, 화장품, 미용관리행동등의외모관리행동에노력하는것을알수있다 외모관리행동현대사회에서취업, 연애, 대인관계의중요한시기를맞이하고있는대학생들에게성공적인삶에외모가중요한영향력을미친다는기사는 ( Handsome men, 2013) 이들에게외모에대한사회적평가기준이마치중요한과제인듯받아들여지고있다. 이 에따라사회가규정화한이상적인외모를만들기위해외모관리라는명명아래다양한노력과투자를시도하고자한다. 특히취업을앞두고있는대학생의경우면접에외모가중요한영향력을미친다고생각하여피부관리, 체형관리, 다이어트, 미용성형등외모관리에적극투자를시도하고있다 ( Job seekers, 2016). 외모관리행동이란타인에게자신의외향적모습을표현하는방법으로의복, 화장품, 피부관리, 헤어관리, 체중관리, 성형, 패션소품등을사용하여자신을표현하는것을의미한다 (Gim et al., 2009). 시대의변화와흐름은당시대의고유한문화를형성하게되고그시대를대표하게된다. 외모에대한시각적기준과평가도당시대가추구하는척도에따라다른기준을가지게된다. 따라서자신이살고있는그시대의사회적미적기준과평가에자신의외모를적합한수준으로만들기위해기준에미달하는자신의신체외모를수정하고콤플렉스회복의수단으로외모관리행동을시도하게된다. 대학생을대상으로한외모의사회적유용성연구에서사회적유용성을중시하는집단은그렇지않은집단에비해외모가가지고있는이점을얻기위해외모를중시하고이상적인외모비교를통해불만스런자신의신체를화장품소비, 다이어트, 성형수술등을통해외모를관리하고향상시키려는경향이높게나타났으며 (Gim et al., 2010), 남자대학생의경우자신의사회적가치를추구하며자신감을향상시키기위한자기개발목적으로외모관리를하였고 (Ha, 2007), 여대생의경우외모에대한사회문화적압력이외모관리행동에유의미한영향을미치는것으로나타났다 (Oh et al., 2015). 이는사회가추구하고있는외모의가치와이점이외모관리행동을하게하는원인임을시사하는것으로, 외모의사회적중요성을높게인식하는상호의존적자기개념집단이외모가삶에서중요하다는외모중시가치관이높고외모관리행동에적극적인것으로 (Park et al., 2009) 외모유용성과외모관련변인들사이에는밀접한관련성이있는것을알수있다. 3. 연구방법 3.1. 연구문제대학생의외모유용성이외모관련변인 ( 외모관심, 외모관리행동 ) 에미치는유의한차이를실증해보기위해다음과같은연구문제를설계하였다. 연구문제1. 외모유용성에따른외모관심의차이를알아본다. 연구문제 2. 외모유용성에따른외모관리행동의차이를알아본다. 연구문제3. 외모관심에따른외모관리행동의차이를알아본다 자료수집및분석본연구는설문지를통해자료를수집하였으며조사대상은남녀대학생을모집단으로편의표본추출하여 2016년 3월 5일부터 3월 30일사이에대구지역에서실시하였다. 총 360부의

4 대학생의외모유용성과외모관련변인들과의관련성연구 33 설문지를배부하였고그중 342부가회수되었으며, 이중불성실한응답의설문지 29부를제외한총 313부가최종자료분석에이용되었다. 표본의일반적특성으로성별분포는여학생이 55%, 남학생이 45% 로나타났고, 연령별분포는 20~24세가 72.7% 로가장많았고, 25~29세가 27.8% 로나타났고결혼여부는미혼이 98.7%, 기혼이 1.3% 로연구대상이대학생이라는특성으로미혼이대부분으로나타났다. 월평균가계소득은 300~400만원미만이 22.7% 로높게나타났고 600만원이상 19.2%, 200만원미만이 16.0%, 200~300만원미만이 15.0%, 400~500만원미만이 14.4%, 500~600만원미만이 12.7% 의순이었고, 외모관리를위한월평균지출은 10~20만원미만이 46.3% 로높게나타났으며, 10만원미만이 34.8%, 20~30만원미만 13.1%, 30~40만원미만 3.5%, 40만원이상 2.3% 순으로나타났다. 수집된자료분석방법은 SPSS 20.0을사용하였으며외모유용성은요인분석을한후각요인에대해평균값을기준으로고, 저집단으로분류하였고, 외모관심은요인분석을한후군집분석에의해두집단으로나누었으며, 외모관리행동은요인분석을실시하였고, 이를차후연구문제분석에사용하였다. 연 구문제 1의분석을위해교차분석, 연구문제2, 3의분석에는 t- test를사용하였다 변수의정의와측정외모유용성과외모관심, 외모관리행동과의관계를분석하기위해다음과같은측정문항을설계하고 5점 Likert 척도법으로조사하였다. 첫째, 외모유용성이란외모가사회적으로유용한수단으로사용되는것을말하는것으로 Gim et al.(2010), Kwon(2008), Park(2009) 의연구에서개발하고신뢰도가인정된요인을사용하였다. 이척도는 3개의영역 ( 연인관계유용성, 사회적성취유용성, 대인관계유용성 ) 으로나뉘며총 19문항으로되어있다. 둘째, 외모관심은자신의외모에대한관심정도 ( 미용, 패션, 헤어, 체형등 ) 로연구자가연구내용에적합한 9 문항을사용하였다. 셋째, 외모관리행동이란외모관리를위해서행하는행동 ( 패션, 피부관리, 헤어관리, 화장품, 성형, 체형관리등 ) 에관한것으로 Lee(2004) 와 Lee(2008, 2013b) 의연구에서발췌한후연구내용에적합하게수정한후 22문항을사용하였다. 인구통계학적변인으로는연령, 결혼여부, 외모관리를위한월평균지출, 월평균가계소득을측정하였다. Table 1. analysis of appearance instrumentality loading Eigen value % of variance (cumulative variance) Cronbach s alpha 1: Social achievement Having an attractive appearance is more advantageous to get a promotion..782 If you have an attractive appearance, it is easier to have a better social recognition..751 An attractive appearance gives you more chance to your career..738 It seems to have social ability if you have an attractive appearance (20.709) An attractive appearance helps social success..645 if you have an attractive appearance, that gives more trust to your business partner : Love relationship An attractive appearance is advantageous to get a boyfriend/girlfriend..755 An attractive appearance helps having a relationship..752 An attractive appearance is important to attract opposite sex's attention..716 It is easier to be asked out or to ask out if you have an attractive appearance..703 It is easy to get a good feeling from opposite sex if you have an attractive appearance (40.673) It is easier to get a date if you have an attractive appearance..617 It is sexually attractive if you have an attractive appearance : Interpersonal relationship It is easier to get invitations to parties or social gatherings if you have an attractive appearance..770 It is easier to get helps from others if you have an attractive appearance..679 It is easier to make more friends if you have an attractive appearance..647 It is easier to get words of consolation from others when you have emotionally hard times if you have an attractive appearance (56.157) People are more generous to people who have an attractive appearance..520 People are nicer to people who have attractive appearance..470

5 34 한국의류산업학회지제 19 권제 1 호, 2017 년 4. 결과및논의 4.1. 연구변수의구조 외모유용성외모유용성변수 19문항을주축요인추출법과 Varimax 직교회전법을이용하여고유치 1 이상을기준으로탐색적요인분석을실시하였다. 그결과고유치 1 이상의 19문항 3개의요인으로도출되었으며 (Table 1) 전체변량중 56.16% 의설명력을나타냈다. 요인1은외모가매력적이면승진에유리하고사회적으로인정을받으며직장생활에더많은기회가주어지고, 사회적으로능력있어보이며사회적성공에도움을주는내용으로구성되어사회적성취유용성이라명명하였고신뢰도는 0.904로높은신뢰수준을보였다. 요인2는외모가매력적이면이성과의교재에유리하고데이트의기회가많으며성적매력과호감을얻기쉬우며이성의관심을끌기위해서는매력적인외모가중요하다는내용으로이루어져연인관계유용성이라명명하였으며신뢰도는 0.888로높은신뢰수준을나타냈다. 요인 3은외모가매력적이면모임에초대받기쉽고도움이필요할때도움받기쉬우며정서적으로어려울때위로받기쉽고외모가매력적인사람의실수에관대하며더친절하게대한다는내용으로대인관계유용성이라명명하였으며신뢰도는 0.851로높은신뢰수준을보였다. 요인분석을통해타당도가판명된외모유용성세요인에대해평균값 ( 사회적성취유용성 3.24, 연인관계유용성 4.13, 대인관계유용성 3.55) 을기준으로점수가요인의평균보다높은고집단과점수가요인의평균보다낮은저집단으로분류하였고 (Table 2) 이를차후연구문제분석에이용하였다 외모관심외모관심변수 9문항을주축요인추출법과 Varimax 직교회전법을이용하여고유치 1 이상을기준으로탐색적요인분석을실시하였다. 그결과설명력이낮은 1문항을제거하고다시요인 Table 2. Group classification of appearance instrumentality Variables N Min. Max. M SD Social High achievement Low Love High relationship Low Interpersonal High relationship Low M: Mean, SD: Standard deviation 분석을실시한결과고유치 1 이상의 8문항 2개의요인으로도출되었고 (Table 3) 전체변량중 54.07% 의설명력을나타냈다. 요인1은외모치장에쓰는용품이많고외출전준비시간이길고미용제품을즐겨사용하며외모에관심이많아외모향상에노력하고옷을잘코디해입는내용으로구성되어외모연출관심이라명명하였고신뢰도는 0.849로높은신뢰수준을나타내었으며, 요인2는체형관리를위해적극적인노력을하고피부상태와머리모양에특별히신경을많이쓰는내용으로이루어져외모관리관심이라명명하였고신뢰도는 0.678로비교적만족할만한신뢰수준을나타냈다. 요인분석을통해타당도가판명된외모관심요인을 K-means 군집분석방법을통해외모관심이높은집단과낮은집단두군집으로분류하여이를차후분석에사용하였다 (Table 4) 외모관리행동외모관리행동변수 22문항을주축요인추출법과 Varimax 직교회전법을이용하여고유치 1 이상을기준으로탐색적요인분석을실시하였다. 그결과설명력이낮거나요인적재치가모호하게분산된 4문항을제거하고다시요인분석을실시한결과고유치 1 이상의 18문항 5개의요인으로도출되었으며 (Table 5) 전체변량중 50.59% 의설명력을나타냈다. 요인1은피부관리를위한마사지와팩, 네일관리를하고피 Table 3. analysis of appearance concern loading Eigen value % of variance (cumulative variance) Cronbach s alpha 1: Appearance coordination concern I have many products to make my appearance better I spend long time to prepare before I go outside I like to use cosmetic products (sunscreen, BB cream, perfume etc) I am interested in appearance, I try my best to make my appearance better (34.917).849 I have a lot of interest in fashion coordination, and I am good at matching clothing : Appearance management concern I enthusiastically make an effort to keep my body in a good shape I take care of my skin condition a lot I specially care about my hair style (54.074).678

6 대학생의외모유용성과외모관련변인들과의관련성연구 35 Table 4. Cluster analysis of appearance concern Variables Appearance concern group high (n=195) low (n=118) F P Appearance coordination concern M(SD) 3.91(0.59) 2.61(0.68) ***.000 Appearance management concern M(SD) 3.70(0.57) 2.53(0.64) ***.000 *** p<.001 M: Mean, SD: Standard deviation 부향상을위해기초화장품, 피부화장품, 기능성화장품을사용하는내용으로이루어져피부 / 화장품사용행동이라명명하였고신뢰도는 0.770으로비교적높은신뢰수준을나타내었고, 요인2 는체중감소를위한다이어트와살찌는음식의자제, 저칼로리음식의선호와체형관리를위한운동을하는내용으로체형관리행동으로명명하였으며신뢰도는 0.790으로높은신뢰수준을보였다. 요인3은성형수술, 성형시술의경험과의도, 대인관계를위한성형수술의필요성에대한내용으로구성되어성형행동으로명명하였으며신뢰도는 0.747로비교적높은신뢰수준을나타내었고, 요인4는유행하는헤어스타일을위해미용실을이용하고헤어스타일변화를위한염색과헤어스타일링제품을사용하는내용으로이루어져헤어관리행동으로명명하였으며 신뢰도는 0.649로만족할만한신뢰수준으로나타났다. 요인5는유행스타일의의복과액세서리를구입하고의복과액세서리를조화시켜연출하는등패션과관련된내용으로패션관리행동으로명명하였으며신뢰도는 0.792로높은신뢰수준을보였다 외모유용성, 외모관심, 외모관리행동차이검증 외모유용성에따른외모관심의차이검증외모유용성 3요인인사회적성취유용성, 연인관계유용성, 대인관계유용성의고, 저집단과외모관심고, 저집단과의차이를살펴보기위해교차분석을실시하였다 (Table 6). 분석결과유의한차이가나타나지않았다. 이는외모유용성세요인의고, 저집단에따라외모관심고, 저집단에는차이가없다 Table 5. analysis of appearance management behavior loading Eigen value % of variance (cumulative variance) Cronbach s alpha 1: Skin care/cosmetics usage behavior I tend to put skin cosmetics (BB or CC cream) when I go outside I tend to use functional cosmetic to take care of my skin I do massage or use (face) pack for skin care (by myself) I get nail and toenail cares (by myself or go to nail shops) (13.717) I use a makeup base (skin, lotion) for skin care : Body management behavior I would rather not eat food I like if it is fattening food I prefer low calorie food to make slim body fit I have done a diet for losing weight (25.918) I do workout for managing my body shape : Plastic surgery behavior I have had plastic surgery to have a better appearance (I want to have plastic surgery) I have had cosmetic procedure It is valuable to have a plastic surgery to get a better personal relationship (35.435) : Hair management behavior I go to a hair salon to change my hair-style according to the trend I use hairstyling products for hairstyle I get hair dying to change my hair-style (43.091) I had hair perm for hair-style : Fashion management behavior I tend to match accessories with clothing I tend to buy clothing or accessories according to the new trend (50.587) 0.792

7 36 한국의류산업학회지제 19 권제 1 호, 2017 년 Table 6. Differences in appearance concern according to appearance instrumentality Appearance instrumentality Social achievement Love relationship Interpersonal relationship OF : Observation frequency EF : Expected frequency High Low High Low High Low Frequency High Appearance concern Low OF(EF) 96(90.3) 49(54.7) % OF(EF) 99(104.7) 69(63.3) % OF(EF) 94(91.0) 52(55.0) % OF(EF) 101(104.0) 66(63.0) % OF(EF) 94(92.2) 54(55.8) % OF(EF) 101(102.8) 64(62.2) % (Unit: n(%)) n(%) χ 2 145(100) (100) 146(100) (100) 148(100) (100) 는것을알수있다 외모유용성에따른외모관리행동차이검증외모유용성 3요인의고, 저집단과외모관련소비행동 5요인과의차이를살펴보기위해독립표본 t검정을실시하였다 (Table 7). 분석결과사회적성취유용성고, 저집단에따라성형행동에서유의한차이를나타낸것으로, 사회적성취유용성이높은집단이낮은집단보다성형행동이더높게나타났다. 연인관계유용성의고, 저집단에따라성형행동과패션행동에서유의한차이를보인것으로, 연인관계유용성이높은집단이낮은집단보다성형행동과패션행동이더높은것으로나타났다. 대인관계유용성의고, 저집단에따라외모관리행동에는유의한차이를나타내지않았다. 이는사회적유용성을중시하는대학생그룹은중시하지않 은그룹에비해외모가가진혜택을위해성형수술, 다이어트, 화장품사용등외모관리요인이높게나타났고 (Gim et al., 2010), 사회생활의출발점이되는취업을위한면접에외모가중요한영향력을미친다고생각하여외모관리를하며특히성형수술을고려하는등외모관리에적극투자를시도하고있다는결과는 ( Job seekers, 2016) 사회적성취유용성이높은집단이성형행동에유의한차이를나타낸본결과를지지하는것으로해석된다. 또한이성관계의외모도구성이성형의도에유의한영향력을나타낸 Kim(2013) 의연구와외모는이성에게보여지는중요한요소라고생각하며외모가나아진다는보장만있다면남학생의경우 53.1%, 여학생의경우 70.1% 가성형수술을할의사가있다고한설문조사결과와 ( University student, 2015), 의복착용시남학생들은이성의관심유도를중 Table 7. Differences in appearance management behavior according to appearance instrumentality Variables Skin care/cosmetics usage behavior Body management behavior Plastic surgery behavior Hair management behavior Fashion management behavior * p<.05, ** p<.01 M: Mean, SD: Standard deviation Social achievement Love relationship Interpersonal relationship High Low High Low High Low (n=145) (n=168) t (n=146) (n=167) t (n=148) (n=165) M(SD) M(SD) M(SD) M(SD) M(SD) M(SD) 3.29 (0.88) 2.46 (0.87) 2.87 (1.07) 3.03 (0.79) 3.72 (0.96) 3.33 (0.88) 2.47 (0.82) 2.58 (0.97) 2.94 (0.74) 3.57 (0.95) (0.9) 2.43 (0.83) * 2.86 (1.09) (0.8) 3.79 (0.97) 3.34 (0.87) 2.49 (0.83) 2.59 (0.95) 2.92 (0.73) 3.5 (0.93) (0.94) 2.44 (0.8) * 2.81 (1.02) (0.81) ** 3.66 (1) 3.33 (0.83) 2.48 (0.88) 2.63 (1.03) 2.95 (0.72) 3.61 (0.91) t

8 대학생의외모유용성과외모관련변인들과의관련성연구 37 Table 8. Differences in appearance management behavior according to appearance concern Appearance management behavior High (n=186) M(SD) 요시하는것으로나타난 Lim(2010) 의연구결과는연인관계유용성이높은집단이성형행동과패션행동에유의한차이를나타낸본결과와일치하는것으로해석된다 외모관심에따른외모관리행동의차이외모관심에따른외모관리행동과의차이를알아보기위해외모관심 2집단과외모관리행동 5요인과의차이분석을위한독립표본 t검정을실시하였다. 분석결과 (Table 8) 외모관심에따라외모관리행동 5요인 ( 피부 / 화장품사용행동 (t=10.746, p=.000), 체형관리행동 (t=4.550, p=.000), 성형행동 (t=4.892, p=.000), 헤어관리행동 (t=7.208, p=.000), 패션관리행동 (t=11.701, p=.000) 모두집단별유의한차이를보였다 (Table 8). 외모관심이높은집단이외모관심이낮은집단보다패션관리행동, 피부 / 화장품관리행동, 헤어관리행동, 성형행동, 체형관리행동에대한평가가유의수준.000에서통계적으로유의하게높았다. 이는외모에대한관심이높을수록외모관리행동이높게나타난다는것을알수있다. 5. 결론 Appearance concern Low (n=127) M(SD) Skin care/cosmetics usage behavior 3.67(0.75) 2.73(0.76) *** Body management behavior 2.62(0.87) 2.2(0.72) *** Plastic surgery behavior 2.93(1.02) 2.36(0.94) *** Hair management behavior 3.21(0.74) 2.61(0.65) *** Fashion management behavior 4.05(0.74) 2.96(0.89) *** M: Mean, SD: Standard deviation ***p<.001 외모에대한관심은오래전부터인간들에게큰관심거리로다루어졌다. 과거의미는그들사이에서아름다움을표현하는데치중했으나현대에와서는다양한미디어를통해외모의미적표현뿐만아니라 외모가능력, 외모도취업경쟁력, 외모가권력 등취업과연애, 사회생활등에외모가중요한역할을한다는외모의유용성이이슈화되고있다. 이에따라본연구는취업과연애, 사회생활의출발점에선대학생들에게외모가사회적으로유용한수단으로사용되는것을의미하는외모유용성과외모관련변인 ( 외모관심, 외모관리행동 ) 간에어떤차이가있는지를보고자하는것으로본연구의결과를통해외모유용성의특성에대한기초자료제공과외모관련뷰티산업의표적시장전략에기초정보를제시하고자하였다. t 연구결과를요약하면다음과같다. 첫째, 외모유용성의 3요인, 사회적성취유용성, 연인관계유용성, 대인관계유용성의고, 저집단과외모관심고, 저집단과의차이에대한교차분석결과유의한차이가나타나지않았다. 외모유용성세요인의고, 저집단에따라외모관심의고, 저집단에차이를보이지않은본결과는외모도구성을높게지각할수록외모평가내용으로구성된외모존중감과는관련성이없는것으로나타난 Kwon(2008) 의연구결과와맥락상일부지지하는것으로해석된다. 둘째, 외모유용성과외모관련소비행동과의차이검정을위해외모유용성 3요인의고, 저집단과외모관리행동 5요인에대해 t-test를실시하였다. 분석결과외모유용성 3요인중사회적성취유용성고, 저집단에따라성형행동에유의한차이를나타낸것으로, 사회적성취유용성의고집단이저집단보다성형행동이더높은것으로나타났다. 연인관계유용성고, 저집단에따라성형행동과패션관리행동에서유의한차이를나타낸것으로, 연인관계유용성이높은집단이낮은집단보다성형행동과패션관리행동이더높은것으로나타났다. 대학생을대상으로외모의사회적유용성과외모관리행동과의영향관계분석결과, 대학생전체집단은연인관계유용성에유의한영향관계가나타났고 4학년집단만을분석한결과는사회적성취유용성에유의한영향력이나타났다 (Gim et al., 2010). 이는대학생들이외모가사회적으로유용하다는인식을가지고있다는것을지지하며이러한의식은외모를향상시키기위한외모관련소비행동에관심을기울이게되고실행하게된다. 또한이들은자신이어떠한위치에있는가에따라외모의사회적유용성 3요인중중요하게여기는요인에차이를보인다는것을알수있다. 이러한결과는사회적성취유용성과연인관계유용성의고, 저집단에따라외모관리행동에차이를나타낸본연구결과를지지한다고해석된다. 셋째, 외모관심에따른외모관리행동과의차이검증을위해 t- test를실시한결과, 피부 / 화장품관리행동, 체형관리행동, 성형행동, 헤어관리행동, 패션관리행동에 p=.000으로외모관심의고, 저집단에따라외모관리행동 5요인모두유의한차이를나타냈다. 성인으로서의자립적시기에접어든대학생시기는연애와취업, 사회생활등대인활동에외모를중요하게인식하는것으로각각의상황에서외모에대한유용성을높이지각하여외모관심도가높을수록체형관리행동, 피부관리행동, 헤어패션행동, 성형행동, 화장품사용행동등의외모관리행동을하였고 (Lee & Ku, 2014), 남성의경우외모지향정도가높을수록외모관리행동에높은영향력을나타내었다. 이는외모가경쟁력이며남성들의능력을평가하는하나의요소로인식됨으로써외모에대한관심사가증가되고외모향상을위한외모관리행동에영향을주는것으로나타났으며 (Lee & Ku, 2013), 외모관심도를매개변수로대인관계성향과외모관련소비행동과의영향관계에서도외모관심도가큰영향력을미치는변수로나타난 Lee(2013b) 의연구결과와도일치함을보였다.

9 38 한국의류산업학회지제 19 권제 1 호, 2017 년 본연구의결과는대학생의외모유용성에따른외모관련변인 ( 외모관심, 외모관리행동 ) 이어떤차이를보이는지를규명하고자한것으로, 대학생들이지각하고있는외모유용성의각요인에따른개념정리와사회적성취유용성, 연인관계유용성, 대인관계유용성의각요인에따라차이를보이는외모관리행동의유형을파악해봄으로써외모의사회적유용성의식에따른외모관련시장의마케팅전략에기초자료를제공하고, 각유형별차별화된제품개발전략의아이디어제공에도움을주는것으로연구의의의가있으며, 다음과같은기대효과를가지며후속연구를위한제언과활용방안을제시한다. 첫째, 대학생들이지각하고있는외모유용성에따른외모관련변인들과의차이를규명해봄으로써현대사회에서취업과연애, 사회활동에서외모의중요성을시사하는사회현상에실증적자료를제시한다. 이는이들이인식하고있는외모유용성에대한이론적개념을정립하고, 외모유용성각요인에따른외모관리행동의차이를파악함으로써외모유용성각장면에 ( 직업활동, 취업활동, 연애활동등 ) 적절한외모관련상품개발제안에도움을줄것이다. 둘째, 외모관심의고, 저집단에따른외모관리행동각요인들과의차이분석은이들이지각하는외모관심의높고낮음이외모관리행동에미치는차이에대한실증적자료를유형화할수있다. 연애와취업, 사회적성취에대한외모의사회적유용성에대한인식이남녀간의차이가있을수있으나본연구에서는남녀대학생전체에대한분석이이루어짐으로써이들각각에대한비교분석은이루어지지않아후속연구를제안하고자하며, 연구대상선정시편의표본추출을하였으며제한된지역에서조사가이루어짐으로써연구결과의일반화에는무리가있는것으로후속연구에서의보완을제기한다. References Gim, W. S., & Kim, H. J. (2005). Effects of body image on bodyrelated consumption in female. Korean Journal of Consumer and Advertising Psychology, 6(3), Gim, W. S., Kwon, J, H., & Ryu, Y. J. (2010). Social instrumentality of appearance: Scale development and validation. The Korean Journal of Health Psychology, 15(3), Gim, W. S., Ryu, Y. J., & Kwon, J. H. (2009). The effect of body value on appearance-management behaviors: Focusing on mediation effect of sociocultural attitude toward appearance(sata) and appearance orientation. Korean Journal of Consumer and Advertising Psychology, 10(3), Ha, J. G. (2007). Clothing and make-up behavior by appearance management motive. The Korean Society of Community Living Science, 20(3), Handsome men and pretty women should be successful in social life. (2013, December 8). Nownews. Retrieved September 20, 2016, from Hwang, Y. J., Jo, G. Y., & Yu, T. S. (2003). The study on cosmetic surgery behavior according to appearance concern, body cathexis, and self-esteem. Journal of Fashion Business, 7(4), Jeon, H. J., & Park, H. W. (2012). The influences of appearance concern and appearance satisfaction on the beauty care behavior of male college students. Journal of the Korean Society of Beauty Cultural Arts, 1(1), Job seekers 49% Appearance is competitive of employment.. (2016, September 22). 00news. Retrieved October 7, 2016, from Kim, S. J. (2008). Interest in appearance, skin care and dietary behavior of male and female college students: The mediating effect of knowledge. Unpublished master's thesis, Hanyang University, Seoul. Kim, Y. K. (2013). The relationships between appearance instrumentality, appearance esteem and intention of plastic surgery in undergraduate students majoring in airline service. Korea Journal of Tourism and Hospitality Research, 27(5), Kyle, D. J., & Mahler, H. I. (1996). The effects of hair color and cosmetic use on perceptions of a female's ability. Psychology Women Quart, 20(3), doi: /j tb00311.x Kwon, J. H. (2008). (The) belief about body instrumentality: Body instrumentality and body-related consumption behavior. Unpublished master's thesis, Ajou University, Suwon. Lee, E. S. (2007). The effects of the appearance satisfaction and the sex difference on self-efficacy, school-related adjustment and achievement motivation for the elementary school students. Unpublished master's thesis, Chungnam National University, Daejeon. Lee, G. H. (2011). The analysis of effects of university students' depression and self-efficiency on the trends of personal relationship : Verification of parametric effects of appearance satisfaction. Unpublished doctoral dissertation, Hanseo University, Seosan. Lee, G., Lim, H. S., & Jang, K. S. (2006). Status of perceptions for appearance and cosmetic surgery among university freshmen. The Dong-guk, Journal of Medicine, 13(1), Lee, H. O. (2008). A structural study on the interpersonal appearance factors influencing on cosmeceuticals usage intension. Unpublished doctoral dissertation, Kyungbuk National University, Daegu. Lee, H. O. (2013b). Appearance-related consumption behavior according to interpersonal relations and masculinity - Mediated effect of appearance concern -. Fashion & Textile Research Journal, 15(5), doi: /sfti Lee, H. O., & Ku, Y. S. (2013). Study on appearance-oriented, appearance management behavior according to the types of masculinity. Fashion & Textile Research Journal, 15(6), doi: /sfti Lee, H. O., & Ku, Y. S. (2014). Study on the effects of college students' interpersonal relations disposition on appearance concern and appearance management behavior. Fashion & Textile Research Journal, 16(6), doi: /sfti Lee, J. H. (2004). Study on the appearance management behaviors in university man : As related to sex role identity. Unpublished master's thesis, Ewha Womans University, Seoul. Lee, M. H., & Lee, E. S. (1997). A study on appearance interest and self-confidence of elderly women associated with demographic variables. Journal of the Korean Society of Clothing and Textiles,

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