Abstract
This study attempted to investigate the influence of the perception of appearance management on hairstyle selection intention against old women aged 50 or older in consideration of their physical and social capabilities and needs in the aging society. First, for this, a self-reported questionnaire survey was performed against women in their 50s in Seoul, Gyeonggi and Incheon, and a total of 640 copies were used for analysis. Second, selection intention was categorized into 5 factors: pursuit of trend, appearance orientation, dependent appearance management, daily appearance management, aggressive appearance management. In terms of validity and reliability of selection intention, universality and popularity were derived. Third, concerning reliability testing, Cronbach's was 0.822 in both factors, confirming no problem in reliability. As the pursuit of trend increased, universality was lower while popularity was higher. In relationships between daily appearance management and selection intention, the pursuit of trend was the highest, followed by dependent appearance management in terms of positive influence. Therefore, it is anticipated that service improvements and differentiation strategies in beauty industry would enhance profits and increase sales with efficient marketing strategies by suggesting consumption direction for seniors.
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