20대 한국여성과 중국여성의 외모관심도가 두피·모발관리행동에 미치는 영향

The Impact of Appearance Interest on Scalp and Hair Care Behaviors among Korean and Chinese Women in Their 20s

This study empirically investigates the impact of appearance interest on scalp and hair care behaviors among women in their 20s in the Republic of Korea and China. The objective was to compare how different aspects of appearance interest influence care behaviors across the two countries. Appearance interest was categorized into three dimensions: interest in appearance management, interest in appearance enhancement, and interest in social relationships. Scalp and hair care behaviors were measured across four areas: shampooing behavior, product usage behavior, professional care behavior, and scalp awareness. The results indicated that both Korean and Chinese women exhibited generally high levels of appearance interest. Chinese participants reported greater interest in appearance management and enhancement, while Korean participants showed relatively higher interest in social relationships. Regarding care behaviors, Chinese women demonstrated higher levels of scalp awareness and professional care behavior, whereas Korean women were more active in product usage behavior. Correlation and regression analyses confirmed that appearance interest factors significantly influenced overall scalp and hair care behaviors, including scalp awareness. Among Korean women, interest in social relationships and appearance management emerged as the most influential factors. In contrast, for Chinese women, appearance enhancement and appearance management played a more dominant role. These findings suggest that both personal motivations for improving appearance and the desire to manage one’s social image have direct and indirect effects on scalp and hair care behaviors. This study contributes to the literature by emphasizing cultural differences in how specific aspects of appearance interest shape consumer behavior in scalp and hair care. The findings offer valuable insights for developing culturally tailored marketing strategies in the global beauty industry, including the K-beauty sector.