Abstract
This study attempted to investigate differences in life attitude and scalp & hair care behavior by self-esteem, examine correlations between life attitude and scalp & hair care behavior and analyze the influence of self-esteem on scalp & hair care behavior with a goal of providing useful data for scalp & hair care industry. In terms of differences in scalp and hair care behavior between high and low self-esteem groups, a statistically significant difference was found in ‘care effects’, and the high self-esteem group was higher than the low self-esteem group in terms of such care effects (p<.001). In correlations with life attitude by self-esteem, a statistically significant correlation was observed in ‘confidence’, ‘values’ and ‘satisfaction’. In other words, ‘confidence’, ‘values’ and ‘satisfaction’ increase, life attitude becomes more positive. In correlations with scalp & hair care behavior by self-esteem, as ‘confidence’ increased, ‘care effects’ were more positive. In addition, as ‘values’ increased, ‘care practices’, ‘perception’ and ‘effects’ became more positive.
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