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.

This study aimed to analyze the expression of Hybrid in Contemporary Hair Design that is one kind of total fashion. In this research, by background of the hybrid characteristics of the messes culture art, the hybrid characteristics of the hair design has been defined as characters which is the mixture of timeless spaces, styles, sexes, unsuitable elements and cultures. The results of analysis by the expression of the hybrid hair design after 2000 is like this. As the researching, the hybrid characteristics of the hair design by the mixture of unsuitable elements and styles have been presented the highest. The result of the frequency of the apparition in the hair design molding elements according to the expression of the hybrid hair design, the hybrid characteristics of the unsuitable elements and style has been presented ideological form and the artificial form was the highest. The case of the hybrid of the activated texture, the unsuitable elements, style and timeless space has been presented excellently one after another. In the color tone, the mixture of the style, the unsuitable elements and timeless space has been presented one by one. The case of the hybrid of the image, the unsuitable elements that is the highest the frequency of the apparition was presented the image of the avant-garde, the fantastic and humor one after another.