남성 헤어관리 행동이 바버샵 구매행동 및 재방문의도에 미치는 영향

As the demand for men’s appearance management increases, the size of the men’s hair management market continues to increase. Therefore, this study was conducted with the aim of identifying the effect of men’s hair management behavior on barber shop purchase behavior and revisit intention, focusing on barber shop male customers. For the survey, male hair care behavior consisted of five factors: cut, dye, permanent wave, hair styling, and shaving, and barbershop purchase behavior and revisit intention were set as a single factor. A survey was conducted on men aged 20 or older who had more than once experience using barbershop. The online questionnaire form was used for a total of 10 days from April 07 to April 17, 2023, and 140 effective data analysis through QR codes and URL distribution surveys showed that cut, hairstyle, and shaping management behavior had a significant impact on barber shop purchase behavior. However, dyeing and permanent hair management were not linked to barber shop purchase behavior and revisit intention, which confirmed that barber shop should make more efforts to secure male customers interested in hair management. These results provide implications for how Barbershop can meet the needs of male customers’ hair care from a practical point of view. This study is meaningful in that it attempted an exploratory study on which hair management behavior leads to barber shop purchase behavior in a situation where research on the relationship between hair management behavior and barber shop use is insufficient. It is expected to be used as basic data for men to use in the field of beauty in the future.