외모관련 소비행동에 대한 자기해석의 영향: 자기제시의 매개와 외모강조 상황의 조절 = Influences of Self-Construals on Appearance-Related Consumption Behavior: Mediation of Self-Presentation and Moderation of Appearance Emphasis Situation

다국어 초록 (Multilingual Abstract)

People engage in consumption behavior to present their social image positively. This study examined influences of self-construals on appearance-related consumption behavior and mediating roles of self- presentations between the two variables whether interpersonal contexts emphasize appearance concerns or not. Two hundred seventy three students have read this scenarios and responded given questions. Results showed that in appearance concern emphasis condition, self-construals did not influence on purchase intention toward products and services for appearance management directly but indirectly through acquisitive self-presentation. On the other hand, in appearance concern de-emphasis condition, self- construals influenced indirectly through acquisitive and protective self-presentation on purchase intention as well as directly. However, in analyzing indirect effect, main mediating route was protective self-presentation in relationship between self-construals and appearance-related consumption behavior of de-emphasis condition. In conclusion, self- presentation motivations mediating relationship between self-construals and appearance-related consumption behaviors differ cross conditions. On the whole the study showed psychological mechanism that self-construals of interpersonal related individual difference variable induces appearance-related consumption behavior by activating different self-presentational motivation across different appearance emphasis condition. Theoretical and practical implications are discussed based on the results.

국문 초록 (Abstract)

사람들은 자신의 사회적 이미지를 긍정적으로 나타내기 위해 소비행동을 한다. 본 연구는 자신의 외모 매력에 관심을 두게 만드는 상황과 그렇지 않은 상황에서 외모관련 소비행동에 대한 자기해석의 영향과 이 두 변인 사이에서 자기제시의 매개 역할에 대해 살펴보았다. 273명의 대학생들에게 이 두 상황에 대한 시나리오를 제시한 후 응답하도록 하였다. 분석 결과를 보면, 외모관심 강조상황에서 자기해석은 구매의도에 직접적인 영향을 미치지 않고 획득적 자기제시를 통해서만 간접적인 영향을 미치고 있었다. 반면, 외모관심 중립상황에서 자기해석은 구매의도에 직접 영향을 미칠 뿐 아니라 획득적 및 방어적 자기제시를 통한 간접적 영향도 미치고 있었다. 그러나 간접효과 분석 결과를 보면, 중립상황에서 자기해석과 외모관련 소비행동의 주된 매개 경로는 방어적 자기제시였다. 결론적으로 상황에 따라 자기해석과 외모관련 소비행동을 매개하는 자기제시 동기가 달랐다. 전반적으로 본 연구는 자기해석이라는 대인관계 관련 개인차 변인은 외모강조 상황에 따라 다른 자기제시 동기를 활성화시킴으로써 외모관련 소비행동을 유발하는 심리적 과정을 제시하고 있다. 이러한 결과를 바탕으로 이론적 및 실무적 시사점을 논하였다.

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