한국전통소재를 이용한 네일아트의 전통성과 심미성에 관한 소비자반응

Abstract

Recently, nail art has been one of the fastest growing industries as women have become more interested in their appearances. With more people interested in nail art, it has become very crucial for success to develope new materials and designs which are differentiated from the previous ones. The current study was conducted in an attempt to explore the traditional nail art that utilizes our traditional materials and designs by developing materials and designs for the traditional nail art and investigating customer preferences for them. The purpose of the study was three-fold: 1) To examine if the characteristics of the traditional nail art are perceived differently by materials, i.e. Korean paper, mother of pearl, and textile; 2) to explore customer preferences for the traditional nail art by those who have experienced the nail art and those have not; and 3) to investigate the factors that affect customer intent to use the nail art service by looking into the effects the traditional nail art characteristics on customer intent to use the service through providing pleasure and value that increase preferences. The research data was collected with nail art shop customers. The nail care experience group filled out the questionnaires after experiencing one of the three nail art materials developed by the researcher. On the other hand, the respondents in the other group with no nail care experience just examined the developed materials before filling out the questionnaires. Of the total of 300 questionnaires that were collected on site, 296 questionnaires were used in the final analysis excluding 4 with incomplete answers. 152 questionnaires were filled out by those who had experienced the traditional nail art and 144 questionnaires were by those who had not. The results of the study were as follows: First, the materials used for the traditional nail art showed a significant effect on different perceptions regarding aesthetics and originality. However, the three materials, i.e. Korean paper, mother of pearl, and textile, did not significantly affect perceptions on traditionality, probably due to all of them being considered traditional. In addition, both groups of with and without traditional nail art experience showed significantly different perceptions on the characteristics of Korean paper, mother of pearl, and textile. Second, customer preferences were not significantly different for Korean paper, mother of pearl, or textile, which shows that preferences for each material were not very different. However, customer preferences were significantly different for the group with the traditional nail care experience from the group without the experience. The group that experienced the nail care showed higher average preferences, which implies that customer preferences for the traditional nail care are formed through actual experience. The results suggest that in order to activate the traditional nail art with traditional materials and designs and to expand its markets, the companies and shop owners in the industry introduce programs and events where costumers can experience and be frequently exposed to the nail art. Third, materials and designs of the traditional nail art showed a significant effect on experiential value but not on pleasure. The results showed that the traditionality of the traditional nail art did not bring pleasure but it led the customers to perceive value through experience, which might be due to the customer perception that put more weight on cultural value. Therefore, to provide pleasure through the traditional nail art it is crucial to stress the elegance and uniqueness of the traditional nail art and to develop certain elements that can interest its customers. The aesthetics of both the materials and designs of the traditional nail art was found to affect pleasure and experiential value, which suggests the beauty of materials and designs have customers perceive pleasure and high value through experience. The uniqueness of traditional nail art materials and designs affected experiential value but not pleasure, which implies that the uniqueness was perceived as a traditional and unique cultural element, but it does not cause pleasure, as for the case of traditionality. Pleasure was found to affect both preferences and future use intent. The experiential value was also shown to affect both preferences and future use intent. The results indicate that the traditional nail art should be accompanied by pleasure and experiential value, rather than simply seeking beauty. Therefore, the traditional nail art industry should search for ways that can bring out pleasure through experience, which in turn leads to perceptions of higher value. Moreover, the stronger effect of experiential value on future use intent than that of pleasure suggests that having customers perceive higher value of the traditional nail art through experience is more important than any other in securing future use intent. Lastly, preferences for the traditional nail art significantly affected future use intent, which shows that stronger preferences lead to higher future use intent. Therefore, for the traditional nail art industry it will be important and effective to enhance customer preference by emphasizing the different characteristics of the traditional nail art from those of the ordinary nail art, such as its pictorial traits.