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A Study of the Effects of Self-Image on Hairstyle Imitation Behavior

This study has investigated: i) types of self-images, ii) differences in type of self-image and hairstyle imitation behavior by general characteristics, and iii) differences in hairstyle imitation behavior by type of self-image against women in their 20s. The following results were obtained: First, according to an analysis of self-image factors, strong, womanly, young, comfortable, and intelligent images were observed. Second, according to an analysis of hairstyle imitation behavior, it consists of the following four factors: personality, conformity, aesthetics, and convenience. According to a cluster analysis of self-image with the goal of finding out the differences in types of self-image by general characteristics, young image was the highest, followed by intelligent/womanly image, no image, strong image, and comfortable image. Third, according to an analysis of differences in hairstyle imitation behavior by general characteristics, a significant difference was observed in educational background, occupation, and income. As education was higher, individual behavior was higher as well. Compared to students, office workers considered 'convenience' as a top priority. Among those with a high income, 'aesthetics' was considered in imitating hairstyle. Fourth, according to an analysis of differences in hairstyle imitation behavior by type of self-image, differences were observed in conformity, aesthetics, and personality. In conclusion, as self-image was strong, hairstyle imitation behavior was high. Under no image, on the contrary, hairstyle imitation behavior was low.