Purchasing Behavior of Hairdressing Services on Cognitive Age of Silver Consumers

Abstract

Recently, silver consumers were became new consumption market. The purpose of this study were to find out the relationships among cognitive age and variables related to hairdressing purchases in hairdressing shop. Data were obtained from 853 women in the 50's and 60's who living in Busan. Data were analyzed by frequency analysis, descriptive analysis, factor analysis, Cronbach's alpha and, -test, t-test using SPSS WIN 12.0. The results of the study were as follows: First, Service quality of hairdressing shop were consisted of Personal Service, Facilities Service, Skill Service, and Policy Service. Second, Silver consumers' cognitive age influenced purchase behavior of hairdressing services. Most of respondents were perceived themselves to be younger than their chronological ages. Repurchasing intention of silvers who were active and self-fidelity or perceived themselves cognitively younger were more likely to be influenced by store service quality and consumer satisfaction. This study provides an insight into silver fashion marketers and retailers for developing market strategies for silver fashion market. Implications are drawn for the information useful to consumer behavior researchers and retailers of the silver fashion market.