헤드스파테라피 계획행동 연구

This study analyzed the effects of head spa therapy planning behavior (attitude, subjective norms, perceived behavioral control) and intention to use head spa therapy on practice behavior. The planned behavior theory is a theory that predicts the intention to use and practice behavior from three factors, such as attitude, perceived behavioral control, and subjective norm, and has been proven in various studies (Lam & Hsu, 2004; Dawkins & Frass, 2005). ). The purpose of this study is to identify the differences between the factors of planned behavior and practical behavior of Head Spa Therapy by predicting the factors of planned behavior and practical behavior of Head Spa Therapy based on the attitude, subjective norm and perceived behavioral control of the theory of planned behavior. The survey period was from August 12, 2021 to September 14, 2021, and adult men and women in their 20s or older living in Seoul, Incheon, and Gyeonggi Province were surveyed, and 600 copies were used as the final analysis data. For the collected data, frequency analysis was conducted to examine the general characteristics of the sample using the SPSS 23.0 program, and an independent t- test (test), one-way ANOVA was performed. As a result of applying Ajzen’s planned behavior theory model to the practice behavior of Head Spa Therapy and analyzing it, it was composed of perceived behavioral control, behavioral intention, attitude, and subjective norm. The feasibility of the behavioral theory model was confirmed. In addition, it has been proven that attitudes, subjective norms, and perceived behavioral control, which are planned behaviors, can increase the intention to use Head Spa Therapy and practice behavior. Therefore, it will be possible to provide basic data in the field of head spa therapy behavior, which is a strategy for promoting scalp and hair health care.