• The Research Journal of the Costume Culture
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• v.28 no.2
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• pp.229-244
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• 2020

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.

• Journal of the Korea Convergence Society
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• v.9 no.9
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• pp.263-270
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• 2018

The purpose of this study is to investigate the correlation between the demographic characteristics of Korean men and the preference of women's grading such as age, education, marital status, occupation, monthly income, and residence. After the questionnaire distribution, 333 questionnaires were analyzed statistically. Through this study, we will investigate the preference of men according to the step length of women's graduation cuts, and contribute to the establishment of the most preferred type of graduation cuts. As a result of the questionnaire analysis, 51.1% of all males preferred the gradation type with a large step of the cut length, and it was found that there was a difference in the preference for the step according to demographic characteristics (p <0.05) It is possible to conduct various studies on the style of the graduation cut among the hairstyles of women who are visually preferred and beautiful. In addition, it will be possible to derive the importance of customer satisfaction in hair salons, and it will be a basic index for searching for changes in the gradation cuts that can be applied in various ways while maximizing the aesthetic image of women.