The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Analysis of differences in store choice and hairstyle pursuit behaviors according to lifestyle types of one-person hair salon users

1인 미용실 이용자의 라이프스타일 유형에 따른 점포선택요인 및 헤어스타일추구행동 차이 분석

  • 박윤미 (정화예술대학교 미용예술학부) ;
  • 백경진 (정화예술대학교 미용예술학부)
  • Received : 2020.03.26
  • Accepted : 2020.04.18
  • Published : 2020.04.30
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Abstract

The purpose of this study was to develop a lifestyle scale for one-person hair salon users and to identify differences in store choice factors and hairstyle pursuit behaviors according to lifestyle types. Data was collected by survey, with 225 responses being included in the analysis. Data analysis was performed using cross-analysis, factor analysis, Cronbach's α, cluster analysis, ANOVA and the Duncan-test using SPSS 23.0 analysis software. The results of the study were as follows. First, one-person hair salon users were classified according to the following lifestyle groups: The rational appearance management group, the passive appearance management group, and the discriminative appearance management group. Second, store choice factors according to lifestyle group showed significant group-specific differences in relation to store atmosphere, accessibility, and promotion. Conversely, comfort of space in store and word-of-mouth recommendation message were high for all three groups, indicating that these are important factors in relation to store selection. Third, with regard to hairstyle pursuit behaviors according to lifestyle, the discriminative appearance management group showed the same characteristics as high involvement groups that regard all dimensions of hairstyle pursuit behavior as important. The results of this study can be used to suggest efficient operations for one-person hair salons and to suggest differentiated marketing strategies to increase the demand of one-person hair salon users.

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References

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