중장년층 남녀의 성공적 노화가 헤어서비스 소비성향에 미치는 영향

Abstract

With an interest in their later lifestyles, middle-aged have prepared for successful aging based on their economic capabilities. In fact, they have spent a lot of time and money in taking care of their appearance, envisioning successful aging. In particular, since a hairstyle accounts for a large portion of a person’s outer look, middle-aged have also used hairstyling services often. In other words, these middle-aged, having an interest in making themselves look better with decent economic capabilities, have emerged as a new consumer group. This study attempted to investigate the influence of successful aging on hair service consumption propensity against middle-aged even explore marketing strategies by gender for the purpose of providing basic data which can make a contribution to the growth of hair industry. For this, an offline self-administered questionnaire survey was performed. Among a total of 720 questionnaires distributed, 655 copies excluding poorly answered ones were used and analyzed, using SPSS 22.0. Specifically, subjects’ general characteristics, successful aging and hair service consumption propensity were analyzed through factor analysis and reliability analysis. In addition, the effects of successful aging on hair service consumption propensity were examined through regression analysis, and the results found the followings. The influence of successful aging on hair service consumption propensity differed by gender. Therefore, differentiated marketing strategies were suggested accordingly. In conclusion, this study confirmed that in middle-aged, successful aging and hair service consumption propensity are related to each other and that the study results are useful in analyzing differentiated marketing strategies by gender.