항공사 승무원 지원자들의 미의식과 외모관리행동에 대한 지불의사 연구

Abstract

The purpose of this study is to find aesthetic consciousness of women who hope to become a flight attendant how they evaluate their own appearance about beauty and to investigate effects of their aesthetic consciousness on appearance management behavior WTP. In addition, this study will look into if there is difference in effects of experience status on appearance management behavior WTP. If effects of airline applicants' aesthetic consciousness on appearance management behavior WTP can be proved then it will be an opportunity of providing more clear market chance to target airline applicants in the marketing strategy aspect of appearance related businesses and the range of selection for appearance management will be widened for airline applicants.

A survey was conducted on 300 airline applicants of Busan to investigate subjects of this study. Sampling was conducted by selecting female students of airline service management department of 2 junior colleges, airline applicants who are attending 4-year university, and 3 flight attendant academies. A questionnaire method modified and supplemented by the researcher based on literature and the precedent studies was used and multiple regression analysis was conducted using SPSS 15.0 statistic program for credibility analysis, exploratory factor analysis, frequency analysis and percentage, and effects of aesthetic consciousness of airling applicants on appearance management behavior WTP. Moreover, Chow-test was conducted for comparison of regression coefficient of two groups to find difference of effects according to experience status.

Results of data analysis are as follows.

First, as a result of analyzing effects of aesthetic consciousness on skin management behavior WTP, high aesthetic consciousness has positive (+) effects on skin management behavior WTP. Second, as a result of analyzing effects of aesthetic consciousness on hair management behavior WTP, there was partially significant result. Only shape factor from aesthetic consciousness had positive effect on hair management behavior WTP, and it is because hair management behavior WTP is higher when people perceive themselves 'cool‘ and 'fabulous’ as variables like 'cool‘ and 'fabulous’ exist in the shape factor. Third, as a result of analyzing effects of aesthetic consciousness on plastic surgery management behavior WTP, high aesthetic consciousness has positive (+) effects on plastic surgery management behavior WTP. This is because people have high interest and plastic surgery WTP for beauty even with high aesthetic consciousness as awareness that beauty is one kind of ability or capital territory. Fourth, as a result of analyzing effects of aesthetic consciousness on nail management behavior WTP, there was partially significant result. If the shape factor is perceived high from aesthetic consciousness then it has positive (+) effect on nail management behavior WTP, however, the style factor does not have effect. It is expected that people will invest more money on nail management behavior when people perceive themselves 'cool‘ and 'fabulous’ as variables like 'cool‘ and 'fabulous’ exist in the shape factor. Fifth, as a result of analyzing effects of aesthetic consciousness on weight management behavior WTP, it was shown that high aesthetic consciousness has no significant effect on weigh management WTP. This supports the results of Kim Ok Soo et al. (2002) that skipping meals and fasting which most of women choose in general take high frequency in weight control behavior. Sixth, as a result of finding effects of aesthetic consciousness according to skin management experience status on skin management behavior WTP, if the group that experience skin management perceives aesthetic consciousness as high then it has positive effect on skin management behavior WTP. Aesthetic consciousness of the group with no experience has no significant effect on skin management behavior WTP. When looking at Chow-test analysis result to find out difference of regression coefficient, it is significant at 5% of significance level with the F value of over 2.60. In other words, there is significant difference in regression coefficient between two groups. Seventh, as a result of finding effects of aesthetic consciousness according to hair management experience status on hair management behavior WTP, both experienced group and no experience group had partially significant results, and only the shape factor has positive (+) effect on hair management behavior WTP in two groups. When looking at Chow-test analysis result to find out difference of regression coefficient, it is significant at 5% of significance level with the F value of over 2.60. In other words, there is significant difference in regression coefficient between two groups. Eighth, as a result of finding effects of aesthetic consciousness according to plastic surgery experience status on plastic surgery behavior WTP, only shape factor in the group that has plastic surgery experience has positive (+) effect on WTPshape factor then it has positive (+) effect on inail management behavior WTP and it was shown that aesthetic consciousness of the group with no experience has no significant effect on plastic surgery behavior WTP. When looking at Chow-test analysis result to find out difference of regression coefficient, it is significant at 5% of significance level with the F value of over 2.60. In other words, there is significant difference in regression coefficient between two groups. Ninth, as a result of finding effects of aesthetic consciousness according to nail management experience status on nail management behavior WTP, if the group that has nail management experience perceives shape factor then it has positive (+) effect on nail management behavior QTP. It was shown that aesthetic consciousness of the group with no experience has no significant effect on nail management behavior WTP. When looking at Chow-test analysis result to find out difference of regression coefficient, it is significant at 5% of significance level with the F value of over 2.60. In other words, there is significant difference in regression coefficient between two groups. Tenth, as a result of finding effects of aesthetic consciousness according to weight management experience status on weight surgery behavior WTP, both experienced group and no experience group had no significant influence. When looking at Chow-test analysis result to find out difference of regression coefficient, it is significant at 5% of significance level with the F value of over 2.60. In other words, there is significant difference in regression coefficient between two groups.

It is judged that appearance management behavior WTP according to aesthetic consciousness of airline applicants who are the research target is somewhat high, more various services and products of appearance management business in many price ranges must be developed to satisfy their needs. In addition, it is necessary to launch products and to provide guides that can help professional appearance management behavior for airline applicants.