Journal of the Korean Society of Cosmetology 2007;13(3):1388-1395.
대학생의 헤어 미용 서비스 구매성향에 관한 연구
김은정, 배병렬, 박상준
Research Papaer : A Study on University Students` Purchasing Tendencies of Hair Beauty Service
Eun Jeong Kim, Byung Ryul Bae, Sang June Park
This study tried to understand the purchasing tendencies of hair beauty service. A total 197 cases were collected as data through survey on university students who had purchased hair beauty service. In the empirical analysis, we derived 6 types of university students` purchasing tendencies of hair beauty service(purchasing tendency focused on pleasure, purchasing tendency focused on convenience, purchasing tendency focused on price, purchasing tendency focused on considering others` preferences, purchasing tendency focused on buying together with others, purchasing tendency focused on searching for information, purchasing tendency focused on risk aversion). In this paper, we also showed that these purchase tendencies were affected by sex, appearance satisfaction, perceived value of appearance, efforts for appearance, bad experiences from appearance.
Key Words: Classification, Hair Beauty Service, Purchasing Tendency

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