두피(탈모, 모발)관리 서비스 이용 의도 영향요인에 관한 연구

A Study on Factors of Intentions Affecting to Use Scalp(Alopecia, Hair)Treatment Service

본 연구는 계획된 행동이론(Theory of Planned Behaiour: TPB)을 바탕으로 두피(탈모, 모발)관리 서비스 이용의도 영향요인에 관한 연구논문이다. 본 연구에서는 계획된 행동이론에 근거하여 세변수를 직접적으로 측정한 모형과 간접적으로 측정한 모형을 제공하고자 하였다. 또한 실무적 시사점을 강조하기 위해 전략적 포지셔닝 제안을 중요한 시사점으로 제공 할 것으로 기대한다. 연구의 목적을 구체적으로 제시하자면, 첫째, 인구학적 특성에 대해서 알아보았고, 둘째, 자가진단을 통해서 어떠한 요인들이 두피(탈모, 모발)관리 서비스 이용 행동을 하게하는지 알아보았다. 또한 어떠한 요인들은 두피관리 행동을 하지 않게 하는지 또 그 이유는 무엇인지에 대한 행동에 대한 요인을 알아보았다. 셋째, 인구통계학적 요인과 두피(탈모, 모발)관리 서비스 이용 경험 유무와 차이에 대해서 알아보았다. 넷째, 서비스 이용경험이 계획된 행동이론을 적용한 태도와 주관적 규범, 지각된 행동통제, 서비스 이용의도에 영향을 미치는지에 대해서 논의 하였다. 다섯째, 계획된 행동이론을 적용하여 태도, 주관적 규범, 지각된 행동통제와 두피(탈모, 모발)관리 서비스 이용 의도의 모형을 보았다. 끝으로 가설검정결과를 바탕으로 연구 학문적 시사점 및 실무적 시사점을 도출해내고 향후 연구 방향을 제시 하였다.

In this study, theoretical feasibility is proven Theory of Planned Behaviour (Theory of Planned Behaviour: TPB) Based on the scalp (Alopecia, hair) treatment service is used to describe the act and the significant impact it will have academically and practically. The factors such as the Theory of Planned Behaviour, Subjective Norm, Perceived Behavioral Control may also be measured in this way each can be directly measured indirectly on the basis of the conviction. In this study, on the basis of the Theory Planned Behaviour, it provides a direct measurement of the model. These will be expected to provide important implications. The research was conducted during a 20 days from November 6th to November 25th 2015, Google Internet surveys and KakaoTalk, Naver blog, with the Facebook, e-mail and online surveys. Also, professional scalp care center WT-methode Su-won Ingyejeom and Jihye s tree scalp & hair and skin & body healing spa and subject to the general population have never used it as a total of 555 subjects the survey was conducted. The purpose of the present study, first of all is to find out whether any factors through self-diagnosis of the scalp (hair loss, hair) treatment will be the reasons to receive treatment. Also, if some factors are not the intention to use scalp care it is the behaviour. Secondly, the demographic factors and people who have had previous scalp (alopecia, hair) treatment compare there experiences. These people then choose a scalp service by evaluating the type of service received and the amount of money they spent. Satisfaction surveys were completed by people who received previous scalp treatment. Thirdly, by applying the Theory of Planned Behaviour Attitudes, Subjective Norms, and Perceived Behavioral Control, and with the intention to learn is also a fourth factor of demographic statistics to use scalp care services. The factors used to investigate whether or not people use the services depends on; Subjective Norms and Attitudes applied to the Theory of Planned Behavior, perceived behavioral control, the recognition factor combined with previous experience of using scalp treatment. Based on this hypothesis, the intention to retrieve suggestions and practical implication of academic research to help with future research on scalp care treatment service industry.