의료미용 종사자들의 미용성형인식, 외모 관심도, 소비가치의 관한 연구

This study aimed to identify the effects of medical aesthetics practitioners’ perceptions of cosmetic surgery on appearance interest and consumption values, and to analyze the structural relationship in which appearance interest affects consumption values within a sociocultural environment where appearance has emerged as a key element of personal social identity and competitiveness. The study subjects consisted of 217 employees working in cosmetic surgery clinics and medical aesthetics-related industries. Data were collected through an online survey conducted from April 26 to 28, 2025, and analyzed using SPSS 30.0. The analytical methods employed included frequency analysis, exploratory factor analysis for reliability and validity testing, correlation analysis, multiple regression analysis, and simple regression analysis. The research results were as follows. First, perceptions of cosmetic surgery showed a significant positive correlation with both appearance interest and consumption values (psychological and social values). Second, interest in cosmetic surgery had a positive (+) effect on appearance interest and consumption values, whereas positive attitudes toward surgery had a negative(−) effect on social value. Third, appearance interest positively(+) influenced both psychological and social values. These findings suggest that medical aesthetics practitioners possess both professional expertise and consumer tendencies, indicating that interest in cosmetic surgery and appearance management serve as core drivers in the formation of consumption values. This study provides an in-depth understanding of the consumption psychology of medical aesthetics practitioners and proposes the need to develop and apply professional training, image management, and customer service competency enhancement programs aimed at maintaining and improving positive appearance interest and consumption values in the medical aesthetics industry.