여대생의 코로나19로 인한 환경적 변화 경험과 헤어스타일 선택의 관계 연구

The COVID-19 pandemic has caused many changes in people's lives. College is a time when students meet many people and begin to study autonomous majors, and it is necessary to analyze the factors that cause female college students to choose hairstyles in a pandemic situation such as COVID-19 to find out their hairstyle selection tendencies and to provide basic data for marketing in the beauty service market. This study aims to reveal the relationship between environmental change factors and hairstyle selection factors caused by COVID-19 and hairstyle selection factors through correlation analysis. Data were collected using a questionnaire, and demographic characteristics were analyzed by frequency analysis using SPSS/PASW Statistics Ver. 18.0, and environmental change factors and hairstyle selection factors caused by COVID-19 were extracted by conducting factor analysis using the orthogonal rotation method (Varimax) and principal component analysis (Principal Component Analysis), and reliability analysis (Cronbach's α) was conducted for each factor. In addition, Pearson's correlation analysis was conducted to analyze the relationship between environmental changes caused by COVID-19 and hairstyles. The results showed that even in the midst of environmental changes caused by COVID-19, refraining from going out and changing class operations, female university students chose hairstyles to communicate with the world, maintain relationships with others, and choose hairstyles required for social activities. This reflects the desire of female college students to continue to find their identity and stay active in order to find their future direction despite the changes in their lives due to COVID-19.