• Journal of Digital Convergence
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• v.15 no.10
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• pp.559-570
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• 2017

This study has the objective of finding out the impact of veblen effect and bandwagon effect on the choice behavior of hair salon. A structured survey questionnaire was used targeting 1,000 women over the age of 20. For the sample, proportionate stratified sampling method was utilized for the generalization of the findings. For analysis, frequency analysis, factor analysis, reliability analysis and regression analysis were performed by utilizing SPSS ver.19.0. Two hypotheses were set for the achievement of the research purpose. Hypothesis 1. Veblen effect will affect the hair salon choices. Hypothesis 2. Bandwagon effect will affect the hair salon choices. It was verified that the veblen effect and bandwagon effect greatly affects the patterns in the choice of hair salons. It appeared that the research hypotheses of 'Veblen effect will affect the hair salon choices.' and 'Bandwagon effect will affect the hair salon choices' could be partly adopted. The results of the study show that most of the users choose the hair salon with their friends, acquaintances or people they interact with.

• 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.