소비자의 헤어스타일 인식이 미용서비스 구매동기, 정보원, 선택기준에 미치는 영향

Abstract

Today, the improvement of sociocultural life along with economic development raises consumers’ concern and expectation for material well-being and beauty. For this reason, though great advances has been made and a big market have been formed in the beauty industry, beauty salons are being called upon more reasonable and scientific marketing strategies as they are troubled by preference change, guarantee of employees and rate cut. So this study intends to help establish an aggressive marketing strategy that can take an advantage over the keen competition in industrial sites by predicting hairdressing service consumers’ behaviors to provide with ways of more effective service as there is a close connection between their perception of hairstyle and a sociocultural product, hairdressing service. It was carried out to inquire into the level of their perception of hairstyle and the effect of their perception of hairstyle on hairdressing service purchasing motives, information resources and selection criteria. A survey was carried out on hairdressing service consumers living in Seoul and Gyeonggi areas in January, 2011. Total 500 questionnaires were used for the final analytical data. The data was analyzed by SPSS 16.0, and the frequency, multiple regression, factor and reliability (Cronbach’s Alpha) analyses were carried out for analytical methods of data. And for factor analysis of them, principal component analysis and Varimax were used. Their perception of hairstyle was cataloged into 5 factors of ‘self-style seeking’, ‘fashion seeking’, ‘high price seeking’, ‘harmony seeking’, ‘easiness seeking’ and ‘image change seeking’, and the effect of their perception of hairstyle on hairdressing service purchasing motives, information resources and selection criteria of beauty salon showed that their perception of hairstyle had an effect on 5 factors.