Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

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The Structural Relationships between Job-Engagement, Self-Esteem, Positive Thinking on Image-Making Efficacy of Beauty Professionals

뷰티 종사자의 이미지메이킹 효능감에 의한 긍정적 사고, 자아존중감 및 직무몰입의 구조적 관계

  • Lee, Yu-Rim (Division of Beauty Design, Shin-Gyeong University) ;
  • Yu, Jin-Woo (Division of Beauty Design, Shin-Gyeong University) ;
  • Kim, Jang-Hyeon (Division of Fashion, Chung-Ang University)
  • 이유림 (신경대학교 뷰티디자인학과) ;
  • 유진우 (신경대학교 뷰티디자인학과) ;
  • 김장현 (중앙대학교 패션전공)
  • Received : 2020.07.27
  • Accepted : 2020.12.04
  • Published : 2020.12.31
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Abstract

The image of beauty professionals who have wide contact with consumers is an important factor that can increase satisfaction and loyalty in consumers by exerting a positive influence on them. The purpose of this study is to investigate the influence of, and relationships among, self-esteem, positive thinking, and job commitment on image-making efficacy in beauty professionals. The method and scope of this study were carried out by theoretical research related to image-making efficacy, positive thinking, self-esteem, job engagement, and survey research with beauty professionals located in Seoul and the Gyeonggi-do area. We used SPSS v. 23.0 and Amos v. 23.0 to analyze demographic characteristics, the coefficient of internal consistency of the survey items, descriptive statistics, Pearson's correlation, and the Sobel Test. The results of the study show that the image-making efficacy of beauty professionals had a positive (+) effect on self-esteem, positive thinking, and job commitment. Second, self-esteem in beauty professionals was found to exert a positive effect (+) on their positive thinking and job commitment. Third, positive thinking by beauty professionals contributed to a positive effect (+) on job commitment. Fourth, the study found that self-esteem and positive thinking mediated the relationship between beauty professionals' image-making efficacy and job commitment.

소비자와 대면의 접점이 넓은 뷰티종사자의 이미지는 소비자들에게 긍정적인 영향력을 발휘하여 소비자의 만족도 및 충성도를 높여줄 수 있는 중요한 요소이다. 본 연구는 뷰티종사자들의 이미지메이킹 효능감에 의해 자아존중감과 긍정적 사고 및 직무몰입의 영향력과 관계성을 파악해보는데 목적이 있다. 본 연구의 방법 및 범위는 이미지메이킹 효능감, 긍정적 사고, 자아존중감, 직무몰입에 관련된 이론적 연구와 함께 서울과 경기지역에 소재하는 뷰티종사자를 대상으로 설문조사를 진행하였으며, SPSS 23.0, Amos 23.0 프로그램을 활용하여 인구통계학적 특성, 문항내적합치도 계수 산출, 기술 통계분석, Pearson 상관분석, 확인적 요인분석, 구조방정식모형을 적용한 연구모형의 직접경로계수 추정, 간접효과를 검증을 위한 Sobel Test를 실시하였다. 본 연구의 결과는 뷰티종사자의 이미지메이킹 효능감은 자아존중감, 긍정적 사고, 직무몰입에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 뷰티종사자의 자아존중감은 긍정적 사고 및 직무몰입에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 뷰티종사자의 긍정적 사고는 직무몰입에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 자아존중감 및 긍정적 사고가 뷰티종사자의 이미지메이킹 효능감과 직무몰입 간의 관계를 매개하는 것으로 나타났다.

Keywords

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