라이프스타일의 유형별 스타마케팅의 관심도 및 헤어행동
A Study on Difference of Interest Level in Star Marketing and Hair Behavior According to Lifestyle
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This study examined correlation between the interest level in star marketing and the hair behavior by customers. The results are as follows: First, As a result of factor analysis on lifestyle, 4 factors in ‘fashion pursuit,’ ‘brand value pursuit,’ ‘utility pursuit,’ and ‘conservatism’ were elicited. As a result of factor analysis in order to examine sub-dimension of hair behavior, 4 factors in ‘susceptibility,’ ‘convenience,’ ‘esthetics,’ and ‘individuality’ were elicited. Second, As a result of analyzing correlation between lifestyle and hair behavior, in case of susceptibility and fashion pursuit, the positive correlation was indicated. In case of convenience, the negative correlation was indicated given the fashion pursuit and brand pursuit. 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.
Abstract
This study examined correlation between the interest level in star marketing and the hair behavior by customers. The results are as follows: First, As a result of factor analysis on lifestyle, 4 factors in ‘fashion pursuit,’ ‘brand value pursuit,’ ‘utility pursuit,’ and ‘conservatism’ were elicited. As a result of factor analysis in order to examine sub-dimension of hair behavior, 4 factors in ‘susceptibility,’ ‘convenience,’ ‘esthetics,’ and ‘individuality’ were elicited. Second, As a result of analyzing correlation between lifestyle and hair behavior, in case of susceptibility and fashion pursuit, the positive correlation was indicated. In case of convenience, the negative correlation was indicated given the fashion pursuit and brand pursuit. 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.
참고문헌 (20)
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