Hairdo Attitude.Hairdo Involvement Importances and Differences Depending on Age

헤어 태도.헤어 관여의 중요도와 연령에 따른 차이

The purposes of this study were to investigate the hairdo attitude and hairdo involvement importances and differences depending on age. For the experimental work, questionnaires for research are prepared and asked to people who are women living in Seoul and Kyoung-Ki Do. They are collected from September to October 2006. 406 questionnaires are used in the analysis. The collected data were 'analyzed by using SPSS 12.0 software with factor analysis, Cronbach's alpha, paired T-test, and T-test. The results of this study were as follows; To analyze differences in the hairdo attitude and the hair involvement depending on different age groups, two groups were identified: one group of women aged $20{\sim}35$, and the other group of those aged $45{\sim}60$. 1. When the hairdo attitude factors were prioritized, orientations toward 'constancy' and 'consciousness of others' were found to be most critical, followed by those toward 'leader's fashion conformity' and 'distinct individuality'. When the hairdo involvement factors were prioritized, 'interests and pleasure in hairdo' were found to be most important, followed by 'symbolic representation', 'risk awareness', 'coordination of hairdo', and 'fashionableness'. 2. When difference in the hairdo attitude was analyzed, a significant difference was shown in orientations toward 'leader's fashion conformity' and 'consciousness of others'. 3. As for the hairdo involvement of the groups, a significant difference was found only in 'coordination of hairdo', signalling that the younger women put more focus on the coordination.