| 여성의 헤어제품관여도가 두피·모발제품구매성향에 미치는 영향 |
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박계희, 이수현, 김민선, 진용미 |
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| A Study on the Effects of Women`s Involvement in Hair Products on Scalp and Hair Care Product Purchase Propensity |
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Kye-hee Park, Su-hyun Lee, Min-sun Kim, Yong-mi Jin |
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| Abstract |
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This study attempted to suggest basic data for marketing scalp and hair care products after investigating the effects of female consumers` involvement in hair products on scalp and hair care product purchase propensity. For this, an empirical analysis was performed, and the results found the following: First, according to the analysis of subjects` demographic characteristics, `20s`, `single`, `community college`, `service job` and `KRW 1-2 million` were the highest in terms of age, marital status, educational background, occupation and monthly income, respectively. Second, in terms of the number of dimensions for involvement in hair products and scalp and hair care product purchase propensity, the former was three while the latter was five. Third, according to the analysis of the effects of involvement in hair products on scalp and hair care product purchase propensity, as hair conditions were improved with a better understanding of scalp and hair care products, respondents tended to accept scalp and hair care product-related trends more quickly and purchase the products more willingly. Scalp and hair conditions represent a person`s living standards. As respondents felt that hair conditions were important when others were assessing them, and that the products could improve their scalp and hair conditions, they tended to purchase them considering their fragrance, quality and price. As symbolic factors of scalp and hair care products increased, in addition, the respondents acquired the products through newspapers, magazines, advertisements or recommendation by their acquaintances. As they became more interested in scalp and hair care product-related issues, their brand loyalty increased. Furthermore, as these products improved scalp and hair conditions, they wanted to buy brand-name products. In other words, they preferred famous brands and revealed brand-oriented purchase patterns. In conclusion, consumers who are well aware of scalp and hair care products show planned purchase patterns and great product loyalty. Therefore, customized recommendations for scalp and hair care products according to consumers` purchase propensity would be helpful in improving product satisfaction and promoting marketing in beauty salons. However, the research subjects in this study were too limited to generalize the study results. It is anticipated that further studies could broaden the pool of research subjects. |
| Key Words:
Involvement in Hair Products, Purchasing propensity, Scalp and Hair Care Product |
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