Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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A Study on the Demographic Characteristics of Lifestyle Cluster Types and the Characteristics of the Use of Hair Salons

라이프스타일 군집유형에 따른 인구통계학적 특성과 미용실이용 특성에 대한 연구

  • Kim, In-Ok (Department of Beauty Care at Songho University) ;
  • Jeon, Jong-Chan (Department of Media Design, Hansung University)
  • 김인옥 (송호대학교 뷰티케어과) ;
  • 전종찬 (한성대학교 미디어디자인학과)
  • Received : 2020.09.30
  • Accepted : 2020.10.29
  • Published : 2020.10.31
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Abstract

This study was conducted on men and women in their teens and 50s living in Seoul, Incheon and Gyeonggi-do to find out the relevance between demographic characteristics of lifestyle clusters and the characteristics of beauty salon use. To analyze the data of a total of 522 people collected, statistical processing was performed with analysis of frequency, analysis of factor, analysis of reliability, analysis of cluster, analysis of variance and analysis of cross. As a result, lifestyle group types were classified as fashion and social focus types, family-oriented types, and family-free types. These types were highly related to age, final education, and marital status among demographic characteristics, and were also found to be highly relevant to the characteristics of beauty salon use, such as beauty salon location and frequently used beauty services. The results of this study are thought to be the basic data that can be used for beauty salon marketing.

본 연구는 라이프스타일 군집유형에 따른 인구학적 특성과 미용실이용 특성 간의 관련성을 알아보기 위해 서울, 인천 및 경기도에 거주하는 10대에서 50대의 남녀를 대상으로 모바일 설문하였다. 수집된 총 522명의 자료를 분석하기 위해 통계처리는 빈도분석, 요인분석, 신뢰도분석, 군집분석, 분산분석 및 교차분석 하였다. 그 결과, 라이프스타일 군집유형은 유행·사교 중시형, 가족중시형 및 가족무관심형으로 분류되었다. 이런 유형들은 인구통계학적 특성들 중 연령, 최종학력과 결혼여부와 높은 관련성을 보였고, 미용실 위치 및 자주 이용하는 미용서비스 같은 미용실이용 특성과도 관련성이 높은 것으로 나타났다. 본 연구의 결과는 미용실 마케팅에 활용될 수 있는 기초자료가 될 것으로 사료된다.

Keywords

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