하위문화 인식에 따른 수용태도 연구 - Nappyhair 문화를 중심으로

Abstract

In modern society, exchanges among countries have become more active thanks to the development and opening of mass media. As a result, international borders have been blurred, and the scope of imitation and trends around the globe has broadened. Therefore, there has been a rising demand for new styles through which individual characteristics can be expressed. This study attempted to investigate differences in perception of NappyHair by acceptance attitude to help cosmetology businesses have better communication with their customers and determine their needs and - vii - collect basic data on trendy styles in the cosmetology industry to allow people to have easier access to Nappy Hairstyle. As respondents’ awareness of subcultures and Nappy Hairstyle increased, their acceptance attitude was higher. In other words, it is required to improve acceptance attitude towards diverse customer needs by broadening scope of knowledge through accurate perception and conceptualization of subcultures relating to Nappy Hairstyle in the cosmetology industry. This study comparatively analyzed differences in perception of Nappy Hairstyle by acceptance attitude and investigated the border between thoughts and their expression among modern people. Therefore, it is anticipated that the study results would be available as basic data for setting directions for new hairstyles.