헤어스타일 變化時 影響을 미치는 要因分析

Abstract

We are now living in an age, which the living standards caused by rapid economic, social, cultural and political change are significantly improved. And the physical and mental composure caused by this strengthened and diversified human aesthetic desire, and it is recently acknowledged as natural to men as well as women. In this flow, the hair-style plays a role of non-verbal language, which forms first impression in the relationship, and also plays an important role in satisfying one's social and psychological desire from individual daily life to occupation and business. Because the hair in hair-style human can give feelings and expression as a material of live artistic expression, and it can give the diversity of change through various factors such as shape, color, texture and volume in terms of the expression of one's own unique personality.

The purpose this study is to catch customers' demand and hair behavior to recognize the need for the change in hair designers' work performance, and release hair-style, which can satisfy individual aesthetic desire by analyzing s study of hair behavior, factors for hair-style change and the state of information sources for hair-style change on men and women in their 20s-50s who visit beauty shop for the hair-style change, and by inquiring into the difference in factors for the hair-style change by group characteristics through classification into occupation and age.

To achieve the purpose this study, a survey was made on 199 men and women in their 20s-50s, or beauty shop customers living in Seoul and Gyeonggi areas. The SPSS(Statistical Package for Social Science) v. 12.0 was applied to analyze the collected data through the process of data coding and data cleaning.

The results of this study were as follows. The characteristics of hair behavior showed that for the monthly average expenses of hair-style change or expenses for hair-style change, 50,000-60,000 won is the highest by 35.7% and 41.2% of 199 respondents, respectively. For the expenses of hair-style change desired, 50,000-60,000 won was the highest by 50.3%. Generally, they were satisfied with payment of 50,000-60,000 won for hair-style change. The present hair-style pattern and hair-wave pattern showed that the digital permanent is the highest by 23.6%. For the present hair length and hair-wave pattern, the hair of middle length and S wave were the highest by 38.2% and 42.2 %, respectively. For the cycle of hair-style change, 2-3 times per year was the highest by 32.3%. Generally, they gave variety to the hair-style 2-3 times per year for a digital permanent with S wave of middle length according to the flow of fashion. The general factor and information sources for hair-style change showed that for the general factors, 'to accentuate me'(M=3.79) is the highest, and for the information sources, friend/colleague(M=3.18) is the highest.

The ways by this study were as follows. First most customers showed interest in the change of their image regardless of social trend. However, for the selection of information sources, they were prodded from the changed hair-style of intimate friends or colleagues around them, which have been supported in the existing precedent study or hair-style of ideal entertainers, or had a high tendency to recognize as information sources by competitive psychology trying to imitate this, which this wasn't largely different from 80s-90s. Therefore, beauty shops should seek to provide application and preference of new hair-style pattern by reliable application of diversified media and offer of information with customer-centered trend leadership for discriminative service of independent expert skill native to each beauty shop beyond the condition, which makes little difference in beauty arts by the limited level of domestic beauty arts and the expansion and public relations of domestic operation of advanced countries' beauty franchise. Lastly, this have a important meaning in that formed the basis of a study on the casual relationship between preference trend and impact variables, which can communicate various patterns of hair-style through this study from more multidimensional standpoint. This meaning will be a help to the development of standard and application study for an offer of various background information and an analysis of various factors in terms of customers for hair-style suited to periodic situations as a chance that can raise consumers' use and concern according to various changes of beauty arts.

Those surveyed in this study were limited as beauty shop customers of 20s-50s living in Seoul and Gyeonggi areas. Therefore, this study had a limitation in generalizing the whole of findings on inquiry, as customers, who live in small and medium urban and rural areas, were excluded from the subject of survey. The sampling came through customers using a beauty shop with regard to accessibility and representation in the process of sampling, but it had a limitation in generalizing findings on inquiry, as it was made by a sampling method, which randomly selects those surveyed, according to the state of area or beauty shop at the time of survey in real selection of those surveyed. As this study was made in the condition, which didn't develop the existing connection tools for measurement of factors related to beauty customers' hair behavior as a limit on tool of measurement scale, it had a limitation in that the scale of related factors was inconsistent, and the method of scale-test was not supported. Consequently, it is expected to complement this limit, and make various and specific studies of a factor analysis of cut and hair dyeing, and hair-style technique and related status in the future study.