The Effect of Middle-aged People's Hair Service Consumption Propensity on Hair Management Behavior and Hair Salon Selection Attributes
| العنوان: | The Effect of Middle-aged People's Hair Service Consumption Propensity on Hair Management Behavior and Hair Salon Selection Attributes |
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| المؤلفون: | Ji-Yeon Choi, Yun-Kyung Lim, Eun-Zun Park |
| المصدر: | Journal of the Korean Society of Cosmetology. 28:531-539 |
| بيانات النشر: | Korean Society of Cosmetology, 2022. |
| سنة النشر: | 2022 |
| الوصف: | 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. |
| تدمد: | 2765-5881 1229-4349 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::91c71f72d8212ad1203951c6deb404d3 https://doi.org/10.52660/jksc.2022.28.3.531 |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi...........91c71f72d8212ad1203951c6deb404d3 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 27655881 12294349 |
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