헤어에 대한 만족도와 관심도에 따른 헤어스타일 선택행동과 미용서비스 이용행동에 관한 연구

A Study of Hairstyle Choice Behavior and Beauty Service Use Patterns -Hair Satisfaction and Hair Interest

This study investigated hairstyle choice behavior and beauty service use patterns and found the following: First, according to a factor analysis on hair, the following factors were extracted: hair satisfaction and hair interest. In terms of hair satisfaction, high satisfaction was found in hair quality, thickness and color. In hair interest, in contrast, respondents showed high interest in popular hairstyles. Second, hairstyle choice behavior was analyzed in five categories: cognitive, indifferent, sympathetic, personality-oriented and dependent. Third, beauty service use patterns were analyzed in four categories: 'technique-centered', 'brand-centered,' 'price-centered' and 'service-centered.' In terms of beauty service use patterns by hair satisfaction group, significant results were observed in 'price-centered.' In terms of beauty service use patterns by hair interest group, significant difference was detected in 'brand-centered' and 'price-centered.' Fourth, in hair style choice behavior, as 'cognitive' and 'sympathetic' increased, and 'personality-oriented' decreased, 'technique-centered' behavior became more frequent.