Earticle

초록

영어

This study aimed to classify information-seeking strategies among hair salon consumers in their 30s and empirically examine differences in motivations to use hair services according to these strategy types. The results showed that information-seeking strategies were classified into three types: a mixed online–offline search type, an online-oriented type, and an offline-oriented type, with the online-oriented type accounting for the largest proportion. The mixed online– offline search type showed higher motivations to use hair services than the online- and offline-oriented types. Significant differences among the three types were also found in individual usage motivations, including self-expression, appearance management, and event participation, with the mixed online–offline search type showing relatively higher levels. These findings indicate that consumers who use multiple information sources in combination have higher motivations for using hair services than those who rely primarily on a single information source. This study is significant in identifying the characteristics of hair salon consumers according to their information-seeking strategy types and providing foundational data for providing type-specific information, managing consumers, and developing marketing strategies.

중국어

本研究旨在对30~39岁美发消费者的信息搜寻策略进行类型划分并实证分析不同信息 搜寻策略类型下消费者美发服务使用动机存在的差异分析结果显示信息搜寻策略可划 分为线上‑线下混合搜寻型线上主导型线下主导型三类其中线上主导型占比最高线上‑ 线下混合搜寻型的整体美发服务使用动机高于线上主导型与线下主导型在各分项使用动机中个性表达外貌管理活动出席三个维度存在类型间显著差异线上‑ 线下混合搜寻型的动机水平相对更高上述结果表明综合运用多种信息渠道的消费者相 比仅依赖单一信息渠道的消费者美发服务消费动机更强本研究的意义在于厘清了不同信 息搜寻策略类型下美发消费者的特征为针对不同类型消费者开展信息推送客户管理以及 制定营销战略提供基础资料.

목차

Abstract
I. 서론
II. 이론적 배경
1. 정보탐색전략
2. 헤어서비스 이용동기
3. 헤어미용 소비자 정보탐색 특성
4. 정보탐색전략 유형별 헤어서비스 이용동기
III. 연구문제 및 연구방법
1. 연구문제
2. 연구대상
3. 측정도구
4. 분석방법
IV. 연구 결과 및 고찰
1. 연구대상자의 일반적 특성
2. 정보탐색전략의 기술통계
3. 헤어서비스 이용동기의 기술통계
4. 헤어서비스 이용동기의 탐색적 요인분석 및 신뢰도 분석
5. 정보탐색전략의 군집분석 결과
6. 군집별 정보탐색전략 특성
7. 정보탐색전략 유형별 헤어서비스 이용동기
8. 정보탐색전략 유형에 따른 헤어서비스 이용동기 차이
9. 정보탐색전략 유형별 Scheffe 사후 검정
V. 결론
참고문헌
中文摘要

키워드

저자

• 김효정 [ Kim Hyo Jeong | 대구공업대학교 헤어디자인 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646