스타마케팅에 대한 관심도가 헤어스타일 연출에 미치는 영향

Abstract

The purpose of this study was to Interest in Star-Marketing effects in Hair behavior of consumer. The findings of the study were as follows : As a result of factor analysis in order to examine sub-dimension of hair behavior, 4 factors in ‘Conformity,’ ‘Convenience,’ ‘Esthetics characteristic,’ and ‘Individuality’ were elicited. As a result of carrying out regression analysis in order to examine influence of interest level in star marketing upon hair behavior, it was indicated that the higher interest level leads to the higher Conformity, esthetics characteristic, and individuality,and to the lower convenience. Today’s consumers correspond to the image generation of living together with mass media. Popular stars’ image got higher compared to the past. In case of consumers, they reflect superior psychology of being felt to be differentiated from other person along with a rise in image of TV stars given presenting style, not the aim of vague idol psychology or fashion pursuit for TV stars. This approach predicts a change in consumption psychology of beauty-salon customers who proceed with living in the rapidly-changing era, thereby being likely utilized as efficient beauty-salon marketing materials.