중국 여성의 라이프스타일에 따른 외모관심도와 두피·모발지식 및 관리행동에 관한 연구

Analysis of Chinese Women's Interest in Appearance, Scalp and Hair Knowledge, and Care Behaviors by Lifestyle Type

This study aimed to examine how lifestyle influences the interest in appearance, scalp and hair knowledge, and care behaviors of Chinese women in their 20s and 30s living in the Republic of Korea. Participants were categorized into four lifestyle groups: aesthetic and trend-seeking, conservative and tradition-oriented, indifferent, and economic and practicality-focused. The findings indicate that factors such as age, education level, occupation, and economic status significantly shaped the distribution of these lifestyle types. Women in their 20s were most commonly classified as aesthetic and trend-seeking, while those in their 30s were more likely to fall into the conservative and tradition-oriented group. The aesthetic and trend-seeking group showed the highest level of interest in appearance management and social image-building, as well as the most proactive approach to scalp and hair care. Meanwhile, the conservative and tradition-oriented group exhibited a relatively higher level of scalp and hair knowledge. These results suggest that lifestyle and consumption patterns play a crucial role in shaping not only interest in appearance but also scalp and hair care behaviors. This emphasizes the need for differentiated and targeted beauty products and services. Additionally, this paper provides valuable insights for developing tailored marketing strategies that cater to the cultural and personal preferences of Chinese female consumers. However, the study is limited in scope, as it focuses on a specific age group and sample population. Future research should expand to include a wider range of variables such as age, ethnicity, region, and cultural background for a more comprehensive analysis.