20·30대 중국 여성의 가치관과 외모인식 및 두피·모발관리 행동 간의 관계

Correlations among Values, Appearance Perception and Scalp & Hair Care Behavior in Young Chinese Women in their 20-30s

This study attempted to investigate the influence of values on appearance perception and scalp & hair care behavior against Chinese women. An online survey was conducted through WEN JUAN XING from September 11 to 30, 2021 among adult women in their 20-30s in Liaoning Province, China. Among 430 questionnaires distributed, 328 copies were collected. Then, 289 copies were used for the final analysis, excluding 39 poorly answered ones. The collected data were analyzed, using SPSS WIN 21.0. The above results confirm that ‘self-achievement orientation’, ‘sensitivity orientation’, and ‘social-relationship orientation’ are important factors affecting appearance perception. In addition, ‘material orientation’ was a key factor that affected ‘appearance perception’. Furthermore, ‘practice orientation’, ‘sensitivity orientation’, and ‘social-relationship orientation’ influenced ‘scalp & hair care behavior’. In particular, ‘sensitivity orientation’ and ‘social-relationship orientation’ were key factors affecting ‘appearance perception’ and ‘scalp & hair care behavior’. It is also confirmed that ‘self-achievement orientation’ and ‘material orientation’ were important factors.