Effects of Content Information Characteristics on Hair Care Behavior

This study examined the discriminatory influence of content characteristics, an information medium, on hair care behavior in order to secure customization strategies, such as establishing industrial competitiveness in the beauty market. The subjects of the survey were women in their 20s and 40s who used information related to hair styles in Seoul and Gyeong Gi Province from October 19 to October 22, 2023, through the Internet and mobile, and a total of 302 questionnaires were used for statistical analysis. As a result of the analysis, there was a significant influence in the relationship between hair style-related content information characteristics on scalp care in terms of up-to-date and reliability, while there was a significant influence in information and interactivity in terms of influence on perm. In the relationship between hair-related content information characteristics on hair cuts, significant influences were found in reliability, up-to-date, information, and interactivity, and significant influences were found in the relationship between up-to-date and reliable on hair styling. Through this study, it was confirmed that consumers engage in various hair care behaviors through hair style-related content information, and it is expected to be used as basic data for the establishment of marketing strategies.