Abstract
In this study, by studying the effects of middle-aged people's hair service consumption propensity on hair management behavior and hairdressing salon selection attributes, this study seeks differentiated marketing strategies according to the middle-aged people's hair service consumption propensity and provides basic data that can contribute to the growth of the hair and beauty industry. It is intended to provide. In this study, frequency analysis, factor analysis (principal component analysis, varimax), reliability analysis, and regression analysis (stepwise method was used for the variable input method) were performed on 655 copies of the self-report questionnaire collected using SPSS 22.0. As a result, it was found that hair service consumption propensity partially affects hair management behavior and hair salon selection attributes, and hair management behavior and hair salon selection attributes could be predicted through hair service consumption propensity analysis. In conclusion, this study It is a study necessary to find a differentiated marketing strategy according to hair service consumption propensity of hair service consumers, and it is meaningful in that it provided basic data to prove it.
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