헤어스타일 관여도와 선호도가 SNS영향력 및 이미지 변화 욕구에 미치는 영향

This study analyzed a total of 300 copies were analyzed from June 1 to June 30, 2025, targeting the general public. adults aged 20 to 60 in Seoul, Gyeonggi, Incheon, Chungcheong Province, Gangwon Province, Gyeongsang Province, Jeolla Province, and Jeju Province to determine the influence of interest in and preference for hairstyles on social media influence and the desire for image change. The results showed ignificant correlations among hair style-related factors (involvement and reference), SNS influence, and image change desire. In particular, involvement showed the highest correlation with SNS influence (r=.820), preference with image change desire (r=.460), and SNS influence with image change desire (r=.821). Regression analysis revealed that nvolvement and preference of hair style-related factors had significant positive effects on both SNS influence and image change desire, with explanatory power of 75.3% and 80.0%, respectively. In addition, SNS influence positively affected image change desire with an explanatory power of 67.3%. These findings indicate that individuals’ interest and preference in hair style increase SNS engagement, which in turn enhances the desire for image change. This study suggests that hairstyle and SNS activity are closely related to personal image management and self-expression in contemporary society and provides a foundational academic reference for related research.