퍼스널컬러 특성과 이용의도와의 관계에서 색채관심도의 매개효과

As beauty consumers’ interest in color increases, marketing using color is increasing in value and has a great influence on beauty consumption. The purpose of this study is to study the mediating effect of color interest in the relationship between the characteristics of personal color and the intention to use it, and to provide basic data for effective beauty marketing methods using color interest and personal color. For this study, a survey was conducted on beauty consumers in their 20s, and the collected data used the SPSS 21.0 program. Frequency analysis, exploratory factor analysis, Pearson correlation analysis, multiple regression analysis, and Sobel Test were conducted to verify the established research hypothesis. As a result of the analysis, it was found that the higher the color interest, the higher the information provision, value, and convenience, which are sub-factors of personal color characteristics, and the mediating conditions were met. In addition, color interest can be seen as mediating the relationship between information provision, value, and convenience by sub-factors of personal color characteristics. Through the results of this study, it was found that the group with higher color interest knew and intended to use personal colors. In the future, it seems that educational opportunities should be expanded to increase consumers’ interest in color and marketing strategies using personal colors should be strengthened. In particular, it is thought that expanding marketing strategies for beauty consumption and selection to consumers in their 20s who are well aware of this free and fast-changing trend will have effective results.