두피･탈모관리실 이용자의 개인가치가 구매성향과 구매행동에 미치는 영향

In this study, a covariance structure model test was conducted to identify the influence of personal values ​​of scalp and hair loss management room users on purchase propensity and purchase behavior. For data collection, an online survey was conducted from November 1 to November 30, 2022, targeting consumers in Seoul and Gyeonggi regions who have experienced using scalp and hair loss care centers at least once within the last year, and 358 copies of the questionnaire were finally analyzed. Personal value was divided into internal value and external value, and purchasing propensity was divided into brand, functionality, practicality, and convenience, and the path coefficient and significance were verified based on the research model. As a result of the analysis, it was found that internal and external values ​​had a positive effect in the order of brand pursuit, practicality, convenience, and functionality. As for the relationship between purchasing propensity and purchasing behavior, it was found to have an effect on the propensity to pursue functionality and the propensity to pursue convenience, but the propensity to pursue brand and the propensity to pursue practicality did not appear to have an impact on purchasing behavior. Through this study, it was confirmed that the personal value of consumers acts as a variable that affects various purchasing propensities, and it is possible to predict purchase behavior.