Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Relationship between Preferred Hairstyle and Pursued-Image of Hairstyle according to Demographic Characteristics: Focusing on Hair Salon Visitors

인구통계적 특성에 따른 선호 헤어스타일 및 헤어추구이미지와의 관계: 미용실 방문객을 중심으로

  • Kim, Sunmi (Dept. of Beauty Design, International University of Korea) ;
  • Ha, Kyungyun (Dept. of Beauty Design, International University of Korea)
  • 김선미 (한국국제대학교 미용예술학과) ;
  • 하경연 (한국국제대학교 미용예술학과)
  • Received : 2014.03.05
  • Accepted : 2014.06.13
  • Published : 2014.06.30
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Abstract

The purpose of this study was to find out the difference between preferred hairstyle and pursued-image of hairstyle according to demographic characteristics. The method of this study is a content analysis and survey research using a questionnaire, which consisted of items of pursued-image of hairstyle, preferred hairstyle and demographic characteristics. 450 women were selected as subjects of this study; they were randomly selected from hair salon located in Seoul, Inchon and Bundang. For the material analysis, We used the statistical program of SPSS 12.0; frequencies, factor nalysis, one-way ANOVA and Duncan's multiple range test, T Test and ${\chi}^2$ Test were carried out as the methods of analysis. The research findings were as follows. First, the results of hairstyles according to the content analysis usually resulted 5 hairstyles, such as cuts and crew cut, bobbed hair, long layered hair styles and nonelayered long hair styles. Second, under the survey regarding the difference of preferred hairstyle and pursued-image of hairstyle according to demographic characteristics. variety of hair styles due to the subjects were more willing to try a consciousness about other's suggestions and how they are portrayed. Moreover a low level of education was ralated to a attempting a variety of styles, considering their social life. Subjects with higher age, education level and salary preferred a glamorous image as well as crew cuts. Which made them look younger. However, when they were younger, they preferred long nonelayered hair styles. In conclusion, age, average monthly income and education level are important variations affecting the property of change in hairstyles and pursued-image of hairstyles.

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