1인 미용실 이용자의 라이프스타일 유형에 따른 점포선택요인 및 헤어스타일추구행동 차이 분석
Analysis of differences in store choice and hairstyle pursuit behaviors according to lifestyle types of one-person hair salon users
1
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
The purpose of this study was to develop a lifestyle scale for one-person hair salon users and to identify differences in store choice factors and hairstyle pursuit behaviors according to lifestyle types. Data was collected by survey, with 225 responses being included in the analysis. Data analysis was performed using cross-analysis, factor analysis, Cronbach’s α, cluster analysis, ANOVA and the Duncan-test using SPSS 23.0 analysis software. The results of the study were as follows. First, one-person hair salon users were classified according to the following lifestyle groups: The rational appearance management group, the passive appearance management group, and the discriminative appearance management group. Second, store choice factors according to lifestyle group showed significant group-specific differences in relation to store atmosphere, accessibility, and promotion. Conversely, comfort of space in store and word-of-mouth recommendation message were high for all three groups, indicating that these are important factors in relation to store selection. Third, with regard to hairstyle pursuit behaviors according to lifestyle, the discriminative appearance management group showed the same characteristics as high involvement groups that regard all dimensions of hairstyle pursuit behavior as important. The results of this study can be used to suggest efficient operations for one-person hair salons and to suggest differentiated marketing strategies to increase the demand of one-person hair salon users.
Abstract
The purpose of this study was to develop a lifestyle scale for one-person hair salon users and to identify differences in store choice factors and hairstyle pursuit behaviors according to lifestyle types. Data was collected by survey, with 225 responses being included in the analysis. Data analysis was performed using cross-analysis, factor analysis, Cronbach’s α, cluster analysis, ANOVA and the Duncan-test using SPSS 23.0 analysis software. The results of the study were as follows. First, one-person hair salon users were classified according to the following lifestyle groups: The rational appearance management group, the passive appearance management group, and the discriminative appearance management group. Second, store choice factors according to lifestyle group showed significant group-specific differences in relation to store atmosphere, accessibility, and promotion. Conversely, comfort of space in store and word-of-mouth recommendation message were high for all three groups, indicating that these are important factors in relation to store selection. Third, with regard to hairstyle pursuit behaviors according to lifestyle, the discriminative appearance management group showed the same characteristics as high involvement groups that regard all dimensions of hairstyle pursuit behavior as important. The results of this study can be used to suggest efficient operations for one-person hair salons and to suggest differentiated marketing strategies to increase the demand of one-person hair salon users.
참고문헌 (36)
- 안진정, "Y세대 라이프스타일에 따른 색조화장품의 소비성향 연구:서울 지역 20-30대 여성을 대상으로", 한국미용학회지, 22(2), pp.327~338 (2016), 한국미용학회
- "거울부터 커피까지 신경썼죠" (2020)[URL]
- Choi, I. S., "2019 Korea trand" (2018), Hanguggyeongjesinmun
- 최승은, "예비신부의 라이프스타일에 따른 웨딩 메이크업 선택행동", 기초조형학연구, 18(2), pp.647~658 (2017), 한국기초조형학회
- Hair, J. F. Jr., "Multivariate data analysis" (2010), Prentice Hall
- 한아름, "1인 미용실 이미지가 고객 만족도와 고객 충성도에 미치는 영향", 한국인체미용예술학회지, 20(3), pp.147~157 (2019), 한국인체미용예술학회[DOI]
- "홍대, 강남에 유행처럼 번지는 ‘1인 미용실’" (2018)[URL]
- 홍금희, "소비자의 의복 쇼핑동기와 관여도에 따른 점포 선택기준과 점포에 대한 태도", 한국의류산업학회지, 5(4), pp.363~371 (2003), 한국의류산업학회
- 김은경, "스마트폰을 활용한 온라인 시대에서 오프라인 매장의 선택요인에 관한 연구 - 1인 가구와 패스트푸드 레스토랑을 중심으로 -", e-비즈니스연구, 16(4), pp.231~263 (2015), 국제e-비즈니스학회[DOI]
- 김인옥, "라이프스타일 유형에 따른 미용실 선택속성과 뷰티관리행동의 차이에 대한 연구", 한국디자인문화학회지, 25(3), pp.65~77 (2019), 한국디자인문화학회
- 김정래, "1인 창업자의 기업가 정신과 창업전략에 관한 연구: JRK INTERNATIONAL 사례를 중심으로", 전문경영인연구, 21(4), pp.151~174 (2018), 한국전문경영인학회
- Kim, M. J., "A study on the beauty service buying behavior according to lifestyle type of women in their 20s and 30s", master, pp.2007
- 김명옥, "남성의 라이프스타일에 따른 외모관리 및 헤어뷰티 소비성향 연구", 한국미용학회지, 21(5), pp.929~938 (2015), 한국미용학회
- 김미리, "라이프스타일의 유형별 스타마케팅의 관심도 및 헤어행동", 한국인체미용예술학회지, 12(1), pp.167~179 (2011), 한국인체미용예술학회
- Kim, M. R., "The mediation effect which the interest in star-marketing of the male consumers in life style and hair behavior", Journal of Health and Beauty, 5(2), pp.13~23 (2011)
- Kim, N. D., "Trend Korea 2020" (2019), Miraebook
- Kim, N. D., "Trend Korea 2018" (2017), Miraebook
- Kim, Y. S., "Life trend 2015" (2014), Bookie
- Kim, Y. S., "A study on the development of wedding dress design in wedding cultures of value consumption", master, pp.2017
- Kim, Y. S., "Life trend 2019" (2018), Bookie
- Kwon, W. Y., "A study on the impact of appearance care motives by lifestyle type of female consumers on permanent makeup behaviors", Doctor, pp.2013
- 이동효, "라이프 스타일에 따른 헤어관리 행동", 한국디자인문화학회지, 22(2), pp.431~441 (2016), 한국디자인문화학회[DOI]
- Lee, Y. B., "One-person households and their policy implications", Journal of Population and Health Studies, 252, pp.64~77 (2017)
- 이유림, "중년여성의 라이프스타일과 뷰티행동인식 및 지속행동에 관한 연구", 한국인체미용예술학회지, 18(1), pp.203~218 (2017), 한국인체미용예술학회
- Park, J. H., "A study on appearance management behaviors by the patterns of female lifstyle", Doctor, pp.2010
- 박주영, "1인 창업 브랜드 노출을 위한 온라인 플랫폼 활용방안 연구", 조형미디어학, 21(3), pp.77~84 (2018), 한국일러스아트학회
- Park, J. Y., "Beauty management attitude according to lifestyle in 20s men", The International Society of Health and Beauty, 6(1), pp.13~23 (2012)
- 박민지, "라이프 스타일 특성으로 본 대구경북 지역 중년 여성의 의복행동 특성", 복식, 67(7), pp.1~15 (2017), 한국복식학회[DOI]
- 박숙향, "라이프스타일 유형별 피부문제인식에 따른 피부관리실 이용실태", 대한미용학회지, 14(3), pp.359~372 (2018), 대한미용학회[DOI]
- 박윤미, "1인 미용실의 재개념화와 운영 및 이용현황 분석 - 1인 미용실 운영자와 이용자를 중심으로 -", 대한미용학회지, 14(4), pp.525~536 (2018), 대한미용학회[DOI]
- 서선옥, "소비자의 가치관에 따른 미용서비스 구매동기, 정보원, 점포선택 속성에 관한 연구", 한국미용학회지, 18(1), pp.60~69 (2012), 한국미용학회
- 서원숙, "20·30대 남성들의 라이프스타일 유형에 따른 헤어미용서비스 이용행동", 한국미용학회지, 21(2), pp.357~367 (2015), 한국미용학회
- Shim, K. S., "A study of hairstyle management status and preference according to women’s occupation group", master, pp.2019
- 양난희, "한국 남성의 미용 라이프스타일에 따른 미용소비 행동", 석사, 미용예술학과 헤어전공, pp.2014
- Yoo, S. C., "Factors of retail store choices according to the lifestyle of the elderly including baby boomers", master, pp.2016
- Yun, I. K., "A study on the relationship of lifestyle pattens to beauty salon selection behavior-Focused on the case of Daejeon-", master, pp.2008