보문 : 여성들의 헤어스타일 인식이 미용서비스 이용동기에 미치는 영향 = Regular Articles : The Effect of Women`s Perception of Hair Style on Motives of Purchasing Beauty Service

다국어 초록 (Multilingual Abstract)

The beauty services industry has formed a large market caused by the industrial development and economic growth, but it is in need of more scientific and reasonable marketing strategies as it is suffering from an excessive competition of beauty salons, the opening of beauty market and the reduction of fare. This study aims to furnish basic data for the beauty services market by inquiring into women`s perception of hair style and purchasing behavior of beauty services. A survey was carried out on women living in Seoul and Gyeonggi areas from September 1 to September 30, 2010 to analyze the difference in purchasing behavior of beauty services according to self-involvement by their age and occupation. Total 500 copies were used as final analytic data. Data was analyzed through SPSS 16.0, and frequency analysis, crosstabulation analysis (χ2-test), factor analysis and reliability analysis were used for analytic methods of data. The level of self-involvement was classified into self-sufficiency and self-insufficiency. For self-sufficiency by age, young women in their 20s to 30s felt a sense of self-sufficiency, and in self-sufficiency by occupation employees enjoyed satisfaction with their ego. For purchasing behavior of beauty service in group classified by age, women in their 10 s and 20 s showed high response rate in "because they would like to look beautiful to the people around", which adolescent women had a strong desire to look beautiful to others. Women in their 20s and 30s showed high response rate in "to change their mood or relieve their stress and change their hair style for following new fashion", which they were sensitive to fashion, and used beauty salons as a method of refreshment. Women in their 30s and aged 50 and over showed high response rate in "for special meeting or events", which as for them, meeting or events were the motive for the use of beauty service. Women over the age of 20 showed high response rate in "because they have to meet many people in social life" compared to other age brackets, which the reason why they played a pivotal role in social life. In purchasing behavior of beauty service in group classified by occupation, students used beauty services to look beautiful to the people around, housewives for special meeting or events, and employees because they have to meet many people in social life.

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