자기애성향, 신체의식과 외모관리행동 및 화장의 심리적 효용의 관계 연구

Abstract

본 연구는 여성들의 자기애성향과 신체의식이 외모관리행동 및 화장의 심리적 효용에 어떠한 영향을 미치는지 알아보기 위해 여성들의 자기애성향에 대해 분류하여 신체의식과의 상관관계를 살펴보고, 자기애성향 및 신체의식과 외모관리행동, 화장의 심리적 효용의 관계를 조사하는데 그 목적이 있다. 본 연구의 연구방법은 조사연구방법으로 설문지의 구성은 연구대상자의 인구통계적 특성과 행복도, 자기애성향, 신체의식, 외모관리행동, 화장의 심리적 효용을 포함하였으며, 측정방법은 5단계 Likert 방법을 사용하였다. 연구대상자는 서울･경기에 살고 있는 20-50대의 여성들이며, 편의추출법을 이용하여 조사되었다. 자기애성향은 ‘자기주도적’ 자기애와 ‘타인의존적’ 자기애의 2개 요인을 사용하였고 신체의식은 ‘신체자신감’, ‘신체불만족’, ‘신체관리노력’의 3개 요인을 사용하였으며, 외모관리행동은 ‘피부관리지향, ‘체중(몸매)관리지향’, ‘성형관리지향’, ‘헤어관리지향’, ‘화장관리지향’, ‘의복관리지향’의 6개 요인을, 화장의 심리적 효용은 ‘적극적 심리변화’, ‘외모 상승의 즐거움’, ‘자신감 향상’, ‘자기가치 표현’, ‘타인에 대한 예의’, ‘자기변신의 도구’의 6개 요인을 사용하였다. 인구통계적 변인으로는 연구대상자의 연령, 결혼여부, 소득, 학력, 직업, 외모관리비용, 사회계층을 조사하였으며, 심리적 변인으로 연구대상자의 행복도를 1문항 포함하였다. 자료 수집은 예비조사를 통해 설문항의 이해도와 타당성을 평가한 후 수정 및 보완하여 2차 설문조사는 2011년 8월 22일에서 9월 9일까지 600부를 배부하여 그 중 내용이 무성의하고 불완전한 21부를 제외한 총 579부를 통계처리하여 자료분석에 이용하였다. 연구대상자의 연령분포는 20대 210명, 30대 135명, 40대 120명, 50대 114명을 대상으로 하였다. 자료 분석의 방법으로는 빈도분석, 백분율, 요인분석, 주성분분석, t-test, 일원변량분석, Duncun의 다중범위검증, Pearson의 상관관계분석, 회귀분석을 실시하였다.

본 연구의 결과는 다음과 같다. 첫째, 인구통계적 변인에 따른 자기애성향을 살펴보면, 연령이 낮고 미혼인 경우에 자기애성향이 높았으며, 자기애는 외모관리비용과 유의적 관계가 있었다. 인구통계적 변인에 따른 신체의식을 볼 때, 20대와 미혼이 ‘신체자신감’, ‘신체불만족’, ‘신체관리노력’이 높았으며 행복감이 낮을수록 ‘신체관리노력’도 낮아졌다. 한 달에 소요되는 외모관리 비용이 70만원 초과가 가장 많았다. 인구통계적 변인에 따른 신체의식을 보면, 20대는 ‘성형관리지향’, ‘의복관리지향’, ‘체중(몸매)관리지향’이, 미혼은 ‘의복관리지향’, ‘성형관리지향’, 기혼은 ‘피부관리지향’이 높게 나타났으며 ‘체중(몸매)관리지향’, ‘성형관리지향’, ‘헤어관리지향’, ‘화장관리지향’, ‘의복관리지향’은 외모관리비용이 70만원 초과인 경우가 가장 높게 나타났다. 인구통계적 변인에 따른 화장의 심리적 효용을 보면, 20대는 ‘외모상승의 즐거움’이 높았고, 30대와 50대는 ‘타인에 대한 예의’가 높았다. 둘째, 여성들의 자기애성향을 보면 ‘자기주도적’ 자기애가 ‘타인의존적’ 자기애보다 높음을 알 수 있다. 이는 ‘자기주도적’ 자기애성향을 가진 사람들은 ‘타인의존적’ 자기애성향을 가진 사람들보다 자존감이 높고 긍정적인 자기개념을 갖고 있었으며, ‘타인의존적’ 자기애성향이 강한 사람들은 자신에 대한 타인의 평가에 민감한 특징을 가지고 있으며 자신에 대한 긍정적인 평가가 낮고 자신에 대해 만족하지 못하는 경향이 있었다. 이에 연령이 낮은 사람들이 긍정적인 자기애성향을 가진 ‘자기주도적’ 자기애성향이 많다는 것은 바람직한 일이라 볼 수 있다. 셋째, ‘자기주도적’ 자기애, ‘타인의존적’ 자기애가 높을수록 ‘신체자신감’이 높았으며, ‘신체불만족’은 ‘타인의존적’ 자기애와, ‘신체관리노력’은 ‘자기주도적’ 자기애와 유의한 정적 상관관계가 나타남으로써 자기애성향이 높을수록 신체의식도 높게 나타났으며, ‘타인의존적’ 자기애가 높을수록 자신의 신체에 불만족하는 정도도 높았다. 넷째, ‘자기주도적’ 자기애는 ‘타인의존적’ 자기애보다 모든 외모관리행동에서 높은 상관관계를 가지고 있었으며 ‘자기주도적’ 자기애, ‘타인의존적’ 자기애 모두 ‘의복관리지향’과 가장 높은 상관관계를 나타냈다. 신체의식과 외모관리행동의 관계를 보면, ‘신체자신감’은 ‘의복관리지향’과, ‘신체불만족’은 ‘체중(몸매)관리지향’과, ‘신체관리노력’은 ‘성형관리지향’과 유의한 관계가 있었다. ‘신체불만족’은 ‘체중(몸매)관리지향’과 정적 관계가 있었으며, ‘신체관리노력’에서는 적극적 외모관리행동이라 할 수 있는 ‘성형관리지향’과 유의한 정적 관계가 있었다. 다섯째, ‘신체자신감’, ‘신체관리노력’은 화장의 심리적 효용의 ‘외모상승의 즐거움’과 ‘신체불만족’에서는 ‘자신감 향상’의 도구로서 화장을 인지하고 있는 정도가 가장 높았다. 따라서 신체의식이 높으면 활발한 화장의 심리적 효용을 보인다는 것을 알 수 있다. 여섯째, 화장의 심리적 효용에 미치는 외모관리행동의 영향을 볼 때 ‘피부관리지향’, ‘성형관리지향’, ‘화장관리지향’, ‘의복관리지향’이 주요 영향 요인인 것으로 나타났다. 화장의 심리적 효용의 ‘적극적 심리변화’, ‘외모상승의 즐거움’, ‘자신감 향상’, ‘유행추구’, ‘타인에 대한 예의’는 ‘자기변신의 도구’, ‘의복관리지향’과 유의한 정적 관계가 있었다. 외모관리행동이 높을수록 화장의 심리적 효용도 높게 나타났는데 ‘체중(몸매)관리지향’, ‘헤어관리지향’을 제외한 모든 외모관리행동이 화장의 심리적 효용에 주요 영향 요인임을 알 수 있다. 일곱째, ‘자기주도적’ 자기애는 ‘적극적 심리변화’, ‘외모상승의 즐거움’, ‘타인에 대한 예의’와, ‘타인의존적’ 자기애는 ‘자신감 향상’과 상관계수가 높았다. 따라서 화장의 심리적 효용이 높을수록 자기애성향이 강하며 보다 적극적인 삶을 살기 위해 노력하는 것으로 해석할 수 있다.

이상의 연구결과를 종합적으로 볼 때, 연령이 낮아질수록, 또 기혼보다는 미혼의 경우가 자기애성향이 뚜렷하여 향후 자기애성향자가 많아짐을 알 수 있었으며 자신의 외모에 자신감을 가지고 적극적 외모관리행동을 하는 ‘자기주도적’ 자기애가 연령이 낮은 20-30대에서 더 많이 나타나고 있으며, 외모에 대한 관심이 높을수록 외모관리 비용에 영향을 크게 미치고 있었다. 또 연령이 낮아질수록 자신의 신체의식이 뚜렷하여 신체를 관리하려는 노력도 높아졌으며 피부관리, 화장관리, 의복관리 뿐 아니라 적극적 외모관리인 성형 및 체중(몸매)관리도 활발히 이루어짐을 알 수 있었다. 신체의식이 높을수록 외모관리행동과 화장의 심리적 효용도 긍정적으로 영향을 주는 것으로 나타나 자기애성향은 신체의식, 외모관리행동, 화장의 심리적 효용에 주요한 성격 특질로 볼 수 있다. 따라서 현대의 자기애성향이 복잡한 특성들로 이루어졌음을 고려할 때, 적극적인 삶의 태도를 가지고 있는 긍정적인 면과 특권의식, 자만심 등의 병리적인 면의 차이를 면밀히 알아보는 것이 중요하다. 또한 자기애성향자들의 특징인 자기가치에 대한 강한 확신과, 다른 사람들의 평가에 민감하고, 타인으로부터 주목받기를 선호하는 경향으로 인해 외모관리행동이 활발한 현 시점에서 다양한 인구통계적 변인과 심리적 효용의 특성을 조사하여 뷰티산업의 마케팅 연구를 위한 기초 자료로 활용될 수 있을 것이라 생각되며, 뷰티산업 관련 영역의 전통적인 영역 이외에 인간의 본성을 이해하는 심리학 분야와의 깊이 있는 연구가 활발히 전개되기를 기대한다.

|To clarify relationship between appearance management behavior and makeup psychology utility behavior according to women’s narcissistic trait and body consciousness, this study examined relationship among narcissistic trait, body consciousness, and appearance management behavior according to demographic variables, inquired into women’s narcissistic trait, clarified relationship between narcissistic trait and body consciousness, and closely examined the relationship of appearance management behavior according to narcissistic trait and body consciousness, and the relationship between women’s specific appearance management behavior and makeup psychology utility by narcissistic trait. Thus, the aim is to form positive body consciousness and to suggest basic data for establishing the effective marketing strategy in beauty-related companies through these people’s cosmetic management behavior. A research method of this study is a survey research method. The questionnaire was composed of totally 5 parts in narcissistic trait, body consciousness, appearance management behavior, and psychological utility in make-up, and demographic variable. A measurement method is 5-point Likert scale. The total item number was composed of 110 questions. Research subjects were surveyed by using convenience sampling targeting women aged 20-over 50 who live in Seoul and Gyeonggi. Narcissistic trait was used 2 factors of self-initiative narcissism and other-dependent narcissism. Body consciousness was used 3 factors of body surveillance type, body shame type, and appearance management behaviors type. Cosmetic management behavior was used 6 factors of skin care type, weight(figure shape) control type, surgery management type, hair care type, makeup management type, and clothing management type. The makeup psychology utility behavior was used 6 factors of positive psychological change, pleasure of a rise in appearance, improvement in self-confidence, expression of self-value, etiquette for other person, and tool of self-transformation. Demographic variables were age, marital status, income, academic background, job, appearance management cost, happiness level, social class in the survey subjects. The survey subjects were targeted 210 people for the 20s, 135 people for the 30s, 120 people for the 40s, and 114 people for the 50s. Data collection was modified and supplemented after evaluating understanding level and validity of questionnaire items through the primary questionnaire survey. The secondary questionnaire survey was widely distributed totally 600 copies from August 22, 2011 to September 9. Totally 579 copes except 21 copies with insincere and incomplete contents among them were processed and used in data analysis. A method of data analysis was carried out frequency analysis, percentage, factor analysis, principal component analysis, t-test, One-way ANOVA, Duncan's multiple range test, Pearson’s correlation analysis, and regression analysis.

The results of this study are as follows. First, Examining narcissistic trait in accordance with demographic variable, the narcissistic trait was high in low age and the unmarried. The narcissistic trait had significant relationship with appearance management cost. Examining body consciousness in accordance with demographic variable, ‘body self-confidence’, ‘body dissatisfaction,’ and ‘body management effort’ were high in their 20s and the unmarried. The lower happiness led even to the lower 'body management effort’. The appearance management cost, which is required for one month, was the largest in 700,000 won∼1,000,000 won. The excess in more than 1,000,000 won was the largest in ‘body management effort’. Examining body consciousness in accordance with demographic variable, it was indicated to be high in ‘plastic management orientation,’ ‘clothing management orientation,’ and ‘weight(figure) management orientation’ for their 20s, in ‘clothing management orientation’ and ‘plastic management orientation’, for the unmarried, and in ‘skin care orientation’ for the married. ‘Weight(figure) management orientation,’ ‘plastic management orientation,’ ‘hair care orientation,’ ‘make-up care orientation’ and ‘clothing management orientation’ could be known to be indicated highly when the appearance management cost is more than 700,000 won Examining psychological utility of make-up in accordance with demographic variable, it was high in ‘pleasure of enhancement in appearance’ for their 20s and in 'etiquette for other person’ in the 30s and 50s. It is important to grasp difference between the positive aspect of having affirmative life attitude and the pathological aspect such as sense of entitlement and self-conceit. Second, examining women’s narcissistic trait, the self-initiative narcissism can be known to be higher than other-dependent narcissism. As for this, people with high self-initiative narcissism have the higher self-esteem and positive self-concept than people with other-dependent narcissism. People with other-dependent narcissism have characteristic sensitive to other person’s evaluation on oneself, and are low in positive evaluation on oneself and fail to be satisfied with oneself. Accordingly, what there are many people with low age who have self-initiative narcissism of having positive self-initiative narcissism can be considered to be desirable. Third, both self-initiative narcissism and other-dependent narcissism were high in body surveillance type. There was the higher correlation in case of group with self-initiative narcissism. Also, the significant positive correlation was shown in the group with other-dependent narcissism as for a case of body shame and in the group with self-initiative narcissism as for a case of appearance management behaviors type. Thus, it was indicated that the higher self-initiative narcissism leads even to the higher body consciousness. However, the numerical value of being dissatisfied with own body could be known to be high only in case of other-dependent narcissism. Fourth, the group with self-initiative narcissism had the higher correlation in all the appearance management behaviors than other-dependent narcissism. Thus, both the group with self-initiative narcissism and the group with other-dependent narcissism showed the highest numerical value in the clothing management. Examining relationship between body consciousness and appearance management behavior, the correlation was high with clothing management in body surveillance type, with weight (figure shape) control in the body shame type, and with surgery management in the appearance management behaviors type. A case of body shame has mostly relationship with weight. appearance management behaviors type can be analyzed to be concentrated an interest in plastic surgery, which is more positive appearance management behavior. Fifth, the numerical value of recognizing makeup was the highest as pleasure of a rise in appearance as for body surveillance type and appearance management behaviors type and as a tool of improvement in self-confidence as for body shame type. Accordingly, it can be known that the high body consciousness leads to showing psychology utility behavior. Sixth, among appearance management behaviors of having influence upon makeup psychology utility behavior, the skin management orientation, surgery management orientation, makeup management orientation, and clothing management orientation were indicated to be major influential factors. Makeup management leads to positive psychological change, pleasure of a rise in appearance, improvement in self-confidence, pursuit for fashion, and keeping etiquette for other person. As a tool of self-transformation, there was correlation even with clothing management behavior. It can be known that the higher appearance management behavior leads to being shown the higher psychology utility behavior. All the management appearance behaviors except weight(figure shape) control and hair care can be known to be significant influential factors upon makeup psychology utility behavior. Seventh, there was high correlation with positive psychological change, pleasure of a rise in appearance, and etiquette for other person as for self-initiative narcissism and with improvement in self-confidence as for other-dependent narcissism. Accordingly, it can be analyzed that the more active makeup psychology utility behavior leads to the higher self-initiative narcissism and to an effort to make more positive life.

Synthetically seeing the above findings, it could be known that the lower age leads to the clearer self-initiative narcissism in the unmarried than the married and to having the gradually larger self-initiative narcissism. People with self-initiative narcissism, who do positive management behavior with having self-confidence in own appearance, are being shown more in the 20s-30s with low age. These people were revealed to expend generously even the cost of being required for appearance management. Also, the lower age led to the clearer body consciousness in oneself and even to the higher effort of trying to manage the body. The surgery and weight(figure shape) control, which are positive appearance types, could be known to be performed actively as well as skin care, makeup management, and clothing management. It was indicated that the higher body consciousness leads to what both the appearance management behavior and the makeup psychology utility behavior have positive influence. Thus, self-initiative narcissism can be considered to be major characteristic property in body consciousness, appearance management behavior and psychology utility behavior. Accordingly, thinking possibility that modernly many self-initiative narcissists are likely formed with complex characteristics, it grasps the difference between positive and adaptive characteristic and non-adaptive and pathological propensity. Thus, it is excellent in body consciousness and is active in appearance management behavior according to this due to characteristics such as confidence in self-value, being sensitive to other people’s evaluation, and preferring to be noted oneself. It surveys diverse demographic variables and psychology utility characteristics in these narcissists. A research is grown between two spheres in the psychology field except the traditional sphere of the beauty-related sphere. It is thought to be likely able to be utilized as basic data for a research of beauty marketing by understanding a human being’s basic psychology.