라이프스타일의 유형별 스타마케팅의 관심도 및 헤어행동

• 영문명: A Study on Difference of Interest Level in Star Marketing and Hair Behavior According to Lifestyle
• 발행기관: 한국인체미용예술학회
• 저자명: 김미리(Mi Ri Kim) 박옥련(Ok Lyun Park)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제12권 제1호, 167~179쪽, 전체 13쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2011.03.30

영문 초록

This study examined correlation between the interest level in star marketing and the hair behavior by customers. The results are as follows: First, As a result of factor analysis on lifestyle, 4 factors in ‘fashion pursuit,’‘brand value pursuit,’ ‘utility pursuit,’ and ‘conservatism’ were elicited. As a result of factor analysis in order to examine sub-dimension of hair behavior, 4 factors in ‘susceptibility,’ ‘convenience,’ ‘esthetics,’ and ‘individuality’ were elicited. Second, As a result of analyzing correlation between lifestyle and hair behavior, in case of susceptibility and fashion pursuit, the positive correlation was indicated. In case of convenience, the negative correlation was indicated given the fashion pursuit and brand pursuit. Today's consumers correspond to the image generation of living together with mass media. Popular stars' image got higher compared to the past. In case of consumers, they reflect superior psychology of being felt to be differentiated from other person along with a rise in image of TV stars given presenting style, not the aim of vague idol psychology or fashion pursuit for TV stars. This approach predicts a change in consumption psychology of beauty-salon customers who proceed with living in the rapidly-changing era, thereby being likely utilized as efficient beauty-salon marketing materials.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법 및 절차

Ⅳ. 연구결과 및 분석

Ⅴ. 결론

참고문헌

키워드

스타마케팅 관심도 헤어행동 동조성 심미성 개성 Interest in Star-Marketing Hair behavior Conformity Esthetics characteristic Individuality