중장년층의 소비가치가 헤어관리행동에 미치는 영향

In this study, data were collected from male and female general consumers with experience in hair care in their 40s to 60s in order to understand the relationship between the consumption value of the middle-aged and the elderly on hair care behavior. The data collection period is from February 15, 2023 to February 28, 2023, and a survey was conducted centering on an online expert panel, and 307 copies of data were finally analyzed. As a result of the analysis, the consumption value pursued by the middle-aged was categorized into emotional value, social value, and practical value, and hair care behavior was derived as interpersonal orientation, convenience, aesthetics, and conformity. In the relationship between emotional value and hair management behavior, a positive influence relationship was shown in the order of conformity, aesthetics, and interpersonal orientation, and in the relationship between social value and hair management behavior, positive influence was shown in the order of convenience, conformity, and interpersonal orientation. In the relationship between practical value and hair management behavior, a positive (+) influence relationship appeared in the order of interpersonal orientation, conformity, and convenience. It was confirmed that it is an influencing variable that plays an important role in management behavior.