헤어스타일 다양성 추구성향에 따른 미용서비스 소비행동 분석

A Study on the Hairdressing Service Consumers' Behaviors by the Hair Style Veriety-seeking Tendency

The specific research objectives were as follows. Firstly, developing the criterion scales of hair style variety-seeking tendency by the literature review. Secondly, analysing the hairdressing service consumers' behaviors of the market segmentation by the hair style variety-seeking tendency. Thirdly, finding out the corelation within these variables, hair style variety-seeking tendency, involvement, dualistic loyalty. Fourthly, analysing the modification of ‘hairdressing service dualistic loyalty behavioral model’ by the consumers' characteristic variables, especially by the hair style variety-seeking tendency. For this research, a survey was developed to verify the corroborative evidences. Between July 1st and July 15th 2005 the survey was in effect, targeting 18 year old and older female consumers in Seoul and DaeJeon. 615 copies of the survey were distributed, but of which 600 copies were collected (collection ratio 97.6%) of which 493 copies were valid for use in the statistical data. By the consumers' characteristic variables, especially by the hair style variety-seeking tendency, showing a considerable difference in the extent of dualistic loyalty behavior model. The results of this research wouid be very useful for beauty enterprises and businesses to find out the critical encounter and to establish marketing strategies by the target segmentation.