Research Paper : The Effect of Personality Types in College Students on Hairdressing Consumers` Behaviors -Moderating Effects of Self-efficacy-

Ihm, Mi Ok; Oh, Kyung Heon

Journal of the Korean Society of Cosmetology 2011;17(1):25-39.
Published online February 28, 2011.

대학생들의 성격유형이 미용 소비행동에 미치는 영향 -자기효능감의 조절효과를 중심으로 -

임미옥, 오경헌

Research Paper : The Effect of Personality Types in College Students on Hairdressing Consumers` Behaviors -Moderating Effects of Self-efficacy-

Mi Ok Ihm, Kyung Heon Oh

Abstract

This study was designed to empirically analyze the effect of five personality and temperament types in college students on hairdressing consumers` behaviors and the moderating effects of self-efficacy. The result is summarized as follows. First, it showed that individual personality and temperament types are significantly associated with consumer behaviors toward hairdressing. Second, it showed that the effect of self-efficacy is also mediated by the degree of self-efficacy in the effect of personality and temperament types on hairdressing consumer behaviors. That means there is a difference according to the personality and temperament types in hairdressing consumer behaviors. Consequently, consumer behaviors toward hairdressing have need of systematic and various educational programs in consideration of characteristics by personality and temperament type as consumer behaviors of college students are at the material time that can be connected up to adulthood.

Key Words: Personality and temperament types, Hairdressing consumers` behaviors, Self-efficacy