20대 여성의 라이프스타일이 외모관심도와 두피·모발 관리행동에 미치는 영향

The Impact of Lifestyle on Appearance Interest and Scalp & Hair Care Behavior among Women in Their 20s

This study aimed to classify the lifestyles of women in their 20s residing in Daegu and Gyeongsangbuk-do and analyze the effects of each lifestyle type on appearance interest and scalp and hair care behavior. The goal was to provide foundational data for marketing strategies in the related product and care markets. The results found the following: The lifestyles of women in their 20s were categorized into four types: “trend-oriented,” “aesthetic-oriented,” “economy/practicality-focused,” and “conservative / tradition-focused.” Among these, the “aesthetic-oriented” and “trend-oriented” groups accounted for the largest proportion. The “aesthetic-oriented” group showed a strong interest in appearance and beauty, with notable attention to personal grooming and social interactions. In contrast, the “conservative/tradition-focused” group exhibited relatively low interest in appearance. The “trend-oriented” group demonstrated high awareness of scalp health and excelled at gathering relevant information. Furthermore, appearance interest significantly influenced scalp and hair care behaviors. As appearance interest increased, there was a notable rise in activities such as frequent shampoo use and professional care practices. These findings indicate that differences in scalp and hair care behaviors across lifestyle types are closely linked to appearance interest and exhibit diverse patterns depending on individual lifestyles. This study provides valuable data for the development of related products and services, as well as for marketing strategies. However, this paper was limited to women in their 20s residing in Daegu and Gyeongsangbuk-do, which poses challenges for generalizing the results. Therefore, future research should expand the scope to include participants from different regions and age groups to enable more comprehensive and effective comparative analyses.