Effects of Men's Hair Lifestyle Interest in Appearance and Hair Management Behavior

Abstract

As men's interest in appearance increases, the number of male customers in hair shops increases, and at this point, research on hair lifestyles is needed to identify hair management behavior. Therefore, this study sought to find out the effect of men's hair lifestyle on their appearance interest and hair care behavior in order to provide practical marketing basic data for the men's hair beauty market. An online survey was conducted from June 21 to July 10, 2023, and 311 copies were used as final analysis data. As a result of the analysis, the higher the personality-oriented, trend-oriented, and impulse consumption type among men's hair lifestyles, the higher the interest in appearance, had a positive effect on hair care behavior, and economic and practical consumption types had no or negative effects. These results allow hair shops to select the main target groups for each type of men's hair lifestyle and predict marketing strategies accordingly, which is meaningful in that they provide practical basic marketing materials.