Earticle

초록

영어

This study aimed to investigate how perception of custom wigs affects preference and purchase intention. For this purpose, an online questionnaire survey was conducted with members of the general public nationwide, including respondents from Gyeongsangnam-do, from July 1 to 10, 2025. A total of 200 questionnaires were distributed, and the collected data were analyzed using SPSS 25.0. The results are as follows:In terms of the participants’ general characteristics, there were more men than women, and many participants were in their 30s, unmarried, college graduates, and employed in professional or office jobs. Based on the frequency analysis of perceptions of custom wigs and hairstyles, 53% of the respondents reported having at least a moderate level of interest in hair loss, and the largest number of participants answered that hairstyle accounted for 40% to less than 60% of their overall appearance. As for the appropriate price range for purchasing custom wigs, “less than KRW 500,000” was the most common response, selected by 55 participants (27.5%). The correlation analysis showed that aesthetic perception and psychological perception revealed significant positive correlations with both preference and purchase intention (p<.001). In addition, preference had a significant positive correlation with purchase intention (p<.001). When examining the effect of custom wig perception on preference, aesthetic perception (β=.391, p<.001) and psychological perception (β=.378, p<.001) both had positive effects on preference with statistical significance. When it comes to the influence on purchase intention, aesthetic perception (β=.332, p<.001) and psychological perception (β =.283, p<.001) also showed significant positive effects on purchase intention. Lastly, regarding the effect of custom wig preference on purchase intention, custom wig preference (β=.530, p<.001) had a significant positive effect on purchase intention.

중국어

本研究探究定制假发认知对偏好度与购买意图的影响本研究在2025年7月1日至7月10 日止以庆尚南道及全国普通民众为研究对象发放线上问卷回收200份使用SPSS 25.0统 计程序开展数据分析调查对象人口统计学特征分析结果显示女性占多数年龄集中在30 多岁未婚群体大学学历专业技术/办公室职业人群居多定制假发与发型认识的频数分 析结果显示对脱发表示关注度“较高及以上”的受访者占53%认为发型在自身外貌当中占 比40%不足60%的人数最多定制假发的合适购买价位选择50万韩元以下的受访者最 多共55人27.5%相关分析结果显示定制假发认识的子维度——审美认识心理认识 与偏好度购买意图之间存在显著正向(+)相关关系(p<.001)偏好度与购买意图之间同样存 在显著正向(+)相关关系(p<.001)定制假发的认识对偏好度的影响分析结果显示审美认识(β =.391p<.001)心理认识(β=.378p<.001)对偏好度具有统计学上显著的正向影响定制假 发认识对购买意图的影响分析结果显示审美认识(β=.332, p<.001)心理认识(β=.283, p<.001) 和购买意图呈显著正向关系定制假发偏好度对购买意图的影响分析结果显示定制假发偏 好度(β=.530p<.001)对购买意图存在显著正向影响

목차

Abstract
I. 서론
II. 이론적 배경
1. 탈모
2. 맞춤가발 및 맞춤가발 인식
3. 선호도와 구매의도
III. 연구 내용 및 방법
1. 연구가설
2. 연구 대상 및 기간
3. 측정 도구
4. 분석 방법
IV. 결과 및 고찰
1. 일반적 특성
2. 맞춤가발 및 헤어스타일 인식
3. 변수의 타당도 및 신뢰도 검증
4. 기술통계 및 상관관계 검증
5. 가설의 검증
V. 결론
참고문헌
中文摘要

키워드

저자

• 이영선 [ Young-Sun Lee | 영산대학교 관광문화예술대학 미용예술학과 겸임교수 ] 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