Study on the Effect of Adult Men and Women’s Perception of Wearing Wigs on Wig Purchase Intention : Differences Depending on Hair Condition and Hair Loss Concerns

Purpose: As concerns about hair loss increase, perceptions of wigs also increase, and wigs are beginning to receive attention as an important aspect of appearance management. There is a very limited amount of research that has verified the differences in purchasing intention, wig wearing perception, and related characteristics related to wigs. Therefore, this study analyzed the effects of men and women's perceptions of wearing wigs on wig purchasing intentions, as well as the differences in major variables according to hair condition and hair loss concerns, and suggested implications for this. Method: To achieve the purpose of the study, an online survey was conducted targeting 313 adult men and women in their 20s or older. Statistical analysis of the survey results was performed using the SPSS 25.0 program to analyze reliability analysis, factor analysis, frequency analysis, and difference analysis to identify information about the respondents, and multiple regression analysis to identify the influence relationship. Results: First, as a result of research on scalp and hair-related characteristics, many of the respondents felt that their hair volume had decreased and considered themselves thin and weak. In addition, 53.4% of respondents answered that volume (hair volume) was the most important aspect of hairstyles. Second, the differences in major variables by gender, age, marital status, highest level of education, occupation, interest in hair loss, and hair condition were significant. Third,, the results of the regression coefficient verification showed that wig wearing perception had a positive (+) effect on wig purchase intention. Conclusion: It was verified that wig wearing perception had an effect on wig purchase intention. In addition, it was possible to identify differences in major variables according to scalp hair characteristics. Through this, it is expected that it will be possible to derive an in-depth understanding of the wig market and contribute to the development of wig purchase services for the development of the wig industry.