네일고객의 자아존중감과 외모관심도가 네일 관리행동에 미치는 영향

The Effects of Self-Esteem and Appearance Interest on Nail Care Behavior in Nail Salon Customers

This study attempted to find a way to encourage nail care behavior after investigating potential customers’ characteristics to boost the nail care industry in Gyeongsangnam-do. For this, it analyzed differences in nail care behavior, self-esteem and interest in appearance by general characteristics among major nail salon customers from their teens through 60s. In terms of general tendencies, the assumption of normality was met in nail care behavior, self-esteem and appearance satisfaction while nail care behavior was low in ‘those in their 50s or older’, ‘housewives’, ‘extended family’ and ‘large family’. In other words, as the number of family members increased, nail care behavior became less common. Even though there was no statistically significant difference in appearance interest between groups, low nail care behavior was observed. In other words, self-esteem was low in ‘housewives’. The above results show a possibility that nail care behavior could have a positive effect on self-esteem improvement. They also imply the need for further study of marketing techniques that can prompt housewives to be more voluntary and active in nail care behavior. Since general characteristics create significant differences for progress from high appearance interest to nail care behavior, it is necessary to launch diverse marketing methods such as ‘Buy One, Get One Free (mom + daughter)’ and ‘Housewife Day Special Offer’ to prompt passive groups to be more active in nail care behavior. It’s anticipated that if such potential consumers’ nail care behavior can increase their self-esteem, it could be a positive signal to attract more customers.