여성들의 가발 착용 인식에 따른 가발 구매

Analysis of MZ Generation Women’s Face Image and Hair Style

This study attempted to investigate differences in perception of human wig wearing by demographic characteristics and respondents’ human wig buying patterns against adult women in their 20s or older. For this, an online questionnaire survey was performed against those who are currently wearing (or wore) hair extensions from October 13 to 31, 2022. Among a total of 320 questionnaires distributed, 300 copies excluding 200 poorly answered ones were used for final analysis. The collected data were analyzed by frequency analysis, exploratory factor analysis, Cronbach’s alpha, t-test and one-way ANOVA, using SPSS 21.0. For a post-hoc test, Scheffe procedure was conducted. The study results found the followings: First, in the perception of human wig wearing by demographic characteristics, a partial difference was found by marital status (t=-2.150, p=.032) and importance of hairstyle in appearance (F=9.873, p=.000) with statistical significance (p<.05, p<.001). Second, in human wig buying patterns, ‘hairpiece (153 persons, 51.0%)’ was the highest. When asked what made them buy a human wig, ‘to make myself look better (184 persons, 61.3%)’ was most responded. When asked how they got information about human wigs, ‘through hairstylists (128 respondents, 42.7%)’ was the highest. When asked where they bought their hair wig, ‘beauty salon (122persons, 40.7%)’ was most responded. When asked what aspect they considered most in buying hair wigs, ‘style (150 persons, 50.0%)’ was the highest. In terms of average consumption for human wig, type of wig materials and wig color, ‘KRW 300,000 or less (150 persons, 50.0%)’, ‘human hair (151 persons, 50.3%)’ and ‘light brown (94 persons, 31.3%)’ were the highest respectively. When asked if they think of the price of the human wig, 155 respondents (51.7%) said ‘reasonable’. When asked what aspects they think should be improved most in human wigs, ‘diverse ways of wearing and wearing comfort (78 persons, 26.0%)’ was most responded.