MZ세대의 자기표현욕구가 헤어관리행동을 매개로 재방문의도에 미치는 영향 = The Influence of the MZ Tax's Self- Expression Desire To Change Hair Management Behavior

다국어 초록 (Multilingual Abstract)

This study examined whether hair‑care behavior mediates the relationship between self‑expression needs and salon revisit intention among the MZ generation. The results showed that “recognition” and “conformity” needs were significantly related to hair‑care behavior, and hair‑care behavior was significantly related to revisit intention. Although “recognition” and “conformity” had no direct effect on revisit intention, they had a significant indirect effect when mediated by hair‑care behavior. This suggests that for MZ individuals, the psychological desire to express identity can translate into concrete hair‑care actions, which in turn increase the likelihood of returning to beauty services. These findings suggest that salons and beauty brands should consider not only service quality or demographics, but also customers’ psychological needs and behavior patterns. Offering styling and communication that reflect individual identity, along with home‑care products or regular maintenance packages, may encourage repeat visits. Since this study used a cross‑sectional survey of MZ generation only, future research should include additional psychological and service‑experience factors or compare different generations. Overall, this study shows that self‑expression needs and hair‑care behavior are key mediators in salon revisit intention, providing valuable implications for beauty industry practice and academic research.