코로나19로 인하여 팬데믹(Pandemic) 상황이 발생하고 사람들의 생활에 많은 변화가 생 겼다. 대학 시절은 많은 사람을 만나며 자율적 전공 공부를 시작하는 시기인데, 이러한 시기 의 여대생들이 코로나19와 같은 펜데믹 상황에서 헤어스타일을 선택하는 요인을 분석하여 헤 어스타일 선택 경향을 알아보아 뷰티 서비스 산업의 기본적 마케팅 자료가 필요하게 되었다. 본 연구는 코로나19로 인하여 발생 되는 환경적 변화요인과 헤어스타일 선택요인을 추출하고 그 상관관계 분석을 통하여 환경적 변화요인과 헤어스타일 선택요인 간의 관계를 밝히고자 한다. 설문지를 이용하여 자료 조사를 하였으며, SPSS/PASW Statistics Ver. 18.0 프로그램을 이용하여 빈도분석(frequency analysis)으로 인구 사회학적 특성을 분석하였고, 코로나19로 인 한 환경적 변화요인과 헤어스타일 선택요인은 직교회전 방식(Varimax), 주성분 분석(Principal Component Analysis)을 사용하여 요인분석(Factor analysis)을 진행하여 추출하였으며, 요인 별 신뢰도 분석(Cronbach's α)을 하였다. 또한, 코로나19로 인한 환경적 변화와 헤어스타일 과의 관계분석을 위하여 피어슨의 상관관계 분석(Pearson's correlation analysis)을 하여 상호 관계를 분석하였다. 그 결과 코로나19로 인하여 환경적 변화가 일어나 외출을 자제하고 수업 운영이 변하는 상황 속에서도 여대생들은 헤어스타일을 선택하여 세상과 소통하고, 타인과의 관계를 유지하며, 사회적 활동에 요구되는 헤어스타일을 선택하는 것으로 나타났다. 이는 여대생들은 코로나19로 인한 생활의 변화 속에서도 끊임없이 자신의 정체성을 찾고 자신의 미 래의 방향을 찾기 위하여 꾸준히 활동하고 싶어 하는 욕구를 반영한다고 볼 수 있다.

The purpose of this study was to develop a lifestyle scale for one-person hair salon users and to identify differences in store choice factors and hairstyle pursuit behaviors according to lifestyle types. Data was collected by survey, with 225 responses being included in the analysis. Data analysis was performed using cross-analysis, factor analysis, Cronbach’s α, cluster analysis, ANOVA and the Duncan-test using SPSS 23.0 analysis software. The results of the study were as follows. First, one-person hair salon users were classified according to the following lifestyle groups: The rational appearance management group, the passive appearance management group, and the discriminative appearance management group. Second, store choice factors according to lifestyle group showed significant group-specific differences in relation to store atmosphere, accessibility, and promotion. Conversely, comfort of space in store and word-of-mouth recommendation message were high for all three groups, indicating that these are important factors in relation to store selection. Third, with regard to hairstyle pursuit behaviors according to lifestyle, the discriminative appearance management group showed the same characteristics as high involvement groups that regard all dimensions of hairstyle pursuit behavior as important. The results of this study can be used to suggest efficient operations for one-person hair salons and to suggest differentiated marketing strategies to increase the demand of one-person hair salon users.

이 연구는 얼굴 유형에 따른 헤어커트스타일 선호도를 조사하기 위하여 대전·충남지역 여성 276명을 대상으로 설문지를 사용하여 설문조사 하였다. 분석은 통계 처리프로그램인 SPSS(Statistical Package for Social Science) 24.0을 이용하였으며, 결과는 다음과 같다. 얼굴 유형에 따른 헤어커트스타일의 선호도는 둥근형, 삼각형, 장방형 얼굴은 레이어커트스타일(Layered cut style)을 가장 선호하였고, 선호 정도는 둥근형 얼굴 46.7%, 삼각형 32.6%, 장방형 35.1%이었다. 그러나 사각형 얼굴은 스파니엘커트스타일(Spaniel cut style)을 가장 선호하는 것으로 나타났으며, 선호 정도는 54.0%이었다. 이의 결과는 통계적으로 유의한 차이가 있었다(p<.001). 따라서 이와 같은 결과는 얼굴형에 따라 선호하는 헤어커트 스타일에는 차이가 있는 것으로 나타났다.

Hair style allows consumers to express their aesthetic sense and individual beauty. However, due to the attributes of hairdressing services and the high expectations of consumers, complaints are increasing rapidly. This study examined the complaint behavior, compensation and hair salon patronage of consumers. Then, a model is presented that explains the complaint behavior for hairstyling, forms of compensation, and hair salon patronage through empirical analysis. This study was conducted by a survey method. A total of 399 questionnaires were used for the analysis. The data were analyzed using SPSS 23.0 and AMOS 23.0 statistical software. The dimension of complaint behavior for hair style included verbal complaints, non-verbal complaints in the salon and private complaints outside the salon. The forms of compensation included re-procedure, psychological, and material compensation. Hair salon patronage was one-dimensional. These results were obtained through exploratory and confirmatory factor analysis. Then the conceptual model was empirically analyzed by covariance structure analysis and obtained in final form through model modification. Verbal complaint behavior positively influenced re-procedure compensation. In addition, non-verbal complaint behavior had positive effects on psychological and material compensation. Hair salon patronage was positively affected by re-procedure and psychological compensation. However, private complaint behavior had a negative effect on hair salon patronage. The direct and indirect effects of the paths among variables were verified by analyzing the mediating effects of different forms of compensations. It is possible to establish differentiated marketing strategies with these findings for consumers with complaint behaviors by considering the forms of compensation.

The objectives of this study were to analyze the design elements of hairstyles, wedding headdresses, and necklines in wedding magazine pictures by using content analysis method and to investigate the differences in image perception according to hairstyle, wedding headdress, and neckline. A quasi-experimental method by questionnaire was used. The experimental design was a 2×5×4(hairstyles×wedding headdresses×necklines) factorial design by 3 independent variables. The subjects consisted of 378 female college students. The results are as follow. First, the most popular among hairstyles, headdresses, and neckline forms were the updo hairstyle, dark brown hair color, the crown headdress, white flowers, and the horizontal bared top. Second, the elements determined to be most elegant and attractive were the medium-up hairstyle and the crown with a veil. However the wedding hat was perceived to be high in individuality and tenderness, while the flower and the wedding hat were perceived to be very pretty. The halter neckline was perceived to be higher in individuality and attractiveness than the other neckline types. Third, the medium-up hairstyle when wearing a crown with veil was perceived to be the most elegant. Placing a flower in the long-wave hairstyle was evaluated as looking most pretty. Fourth, the medium-up hairstyle was higher in preference than the long-wave style. Among wedding headdresses, there was greatest preference for a crown.

The purpose of the study was to examine concept of subculture and style of subculture by each age and to analyze internal meaning of hairstyle in subculture. The study carried out literary review on the basis of books related to subculture and hairstyle focused on the cradle of subculture and preceding researches of subculture style, and strived to find internal meaning of hairstyle by describing in-depth descriptive methods of qualitative research. And the study limited its range in the hairstyle in style of subculture from 1930s to early 1990s commonly described in subculture related books. As a result, there were natural pattern, cutting pattern, exaggerated pattern, set pattern, braid pattern, color pattern and addition pattern in types of hairstyle in subculture. The hairstyle in subculture symbolizes their internal value and ideology and hairstyle is a kind of language to express identity of subculture.