소비자 혁신성과 동조성: 외모·체중 관심 및 화장품·의복 관여에 미치는 영향

초록

Purpose: This study investigates how consumer innovativeness and conformity shape cosmetic and clothing involvement via appearance and weight concerns and whether these pathways suggest gender-patterned differences. Methods: An online survey of Korean adults in their 20s–30s resulted in 306 valid responses (men=154, women=152). Measures were adapted from prior studies; exploratory factor analysis and reliability tests were conducted, followed by independent-sample t-tests and gender-stratified multiple regression using factor scores (regression-based path analysis). Results: Reliability was acceptable for innovativeness (α=0.894), conformity (α=0.850), weight concern (α =0.801), cosmetic involvement (α=0.943), and clothing involvement (α=0.906), whereas appearance concern had lower reliability (α=0.581). Women reported higher cosmetic involvement (t=−4.914) and weight concern (t=−2.589). For men, innovativeness was associated with higher appearance concern (β=0.500) and lower weight concern (β=−0.190); appearance concern predicted cosmetic (β=0.304) and clothing involvements (β=0.165). For women, innovativeness (β=0.575) and conformity (β=0.149) were associated with higher appearance concern, which predicted cosmetic (β=0.175) and clothing involvements (β=0.178); weight concern was directly insignificant to involvement in either group. Conclusion: Appearance concern emerged as a robust mechanism linking consumer traits to involvement across beauty and fashion domains, whereas the antecedents of appearance concern differed by gender. These findings support audience segmentation and communication strategies that emphasize appearance related exploration and decision processes rather than weight-focused appeals. 目的: 探讨消费者的创新性和从众心理如何通过对外观和体重的关注来影响其对化妆品和服装的参与，以及这些 途径是否显示出性别差异。方法: 一项针对20至30岁韩国成年人的在线调查获得了306份有效回复(男性=154， 女性=152)。测量方法参考了之前的研究；进行了探索性因子分析和信度检验，随后进行了独立样本t检验和基 于因子得分的性别分层多元回归分析(基于回归的路径分析)。结果: 创新性(α=0.894)、从众性(α=0.850)、体重 关注度(α=0.801)、化妆参与度(α=0.943)和服装参与度(α=0.906)的信度均可接受，而外貌关注度的信度较低 (α=0.581)。女性报告的化妆参与度(t=−4.914)和体重关注度(t=−2.589)均高于男性。按组别进行的回归分析结 果显示，在男性组中，创新性越高，对外貌的关注度越高(β=0.500)，对体重的关注度越低(β=-0.190)；对外貌 的关注度越高，对化妆品(β=0.304)和服装(β=0.165)的参与度也越高。在女性组中，创新性(β=0.575)和从众性 (β=0.149)均与对外貌的关注度相关；外貌的关注度与对化妆品(β=0.175)和服装(β=0.178)的参与度显著相关。 另一方面，对体重的关注度在两组人群中，与相关变量之间没有显著的直接关联。结论: 外貌关注是连接消费者 特征与美容和时尚领域参与度的重要机制，而外貌关注的前因因性别而异。这些发现支持以受众细分和沟通策 略为指导，强调与外貌相关的探索和决策过程，而非以体重为中心的诉求。

키워드