A Study on the Relationship between Consumption Value and Repurchase Intention of Hair Beauty Devices and Differences in Hair Beauty Characteristics

다국어 초록 (Multilingual Abstract)

Purpose: In modern society, as interest in appearance increases, interest in hairstyles has also increased. Accordingly, research on hair beauty devices related to hairstyle styling has also begun. Previous studies often focus on hairstyles or hair care products. This study focuses on hair beauty devices, which have rarely been studied. The purpose of this study is to study the effect of hair beauty device consumption value on repurchase intention. In addition, we aim to analyze the differences in major variables according to hair beauty characteristics.
Method: To achieve the purpose of the study, an online survey was conducted targeting 262 subjects from their teens to their 60s living across the country. The data of this study were statistically analyzed using the SPSS 25.0 program as follows. First, exploratory factor analysis was performed to analyze the validity of the measurement tool, and reliability was analyzed. Second, frequency analysis and descriptive statistical analysis were performed to identify the level of research variables. Third, independent sample t-test, one-way ANOVA, and Scheffe's post hoc test were performed to identify differences in research variables depending on the characteristics of the research subjects. Fourth, chi-square test was performed to identify differences in hair beauty-related characteristics depending on the subjects' experience with wet heat magic machines. Fifth, multiple regression analysis was performed to determine the effect of consumption value on repurchase intention. The statistical analysis above was judged to be statistically significant based on a significance level of 5%.
Results: First, hair beauty devices used for hairstyles are diverse, but the most frequently used ones are hair dryers and magic wands. The most frequently used locations are the bangs, and the most difficult locations are the crown and the back of the head. Second, in the results related to wet heat magic wands, more than half of the respondents had used them, and they also had some intention to purchase them. Third, in the results of verifying the differences according to general characteristics and hair beauty device-related characteristics, there were significant differences in variables according to gender, age, marital status, and occupation. Fourth, consumption value was found to have a significant effect on repurchase intention.
Conclusion: This study confirmed how much influence the consumption value of hair beauty devices has on the intention to repurchase. In addition, it is expected that the purchase or repurchase of hair beauty devices will occur according to consumer satisfaction in the beauty industry field, as it provides an opportunity to understand the differences between dry heat and moist heat hair beauty devices, and at the same time, if moist heat hair beauty devices are gradually expanded, customers will be able to style their hair in a better environment and help them have safe and healthy hair.

목차 (Table of Contents)

• 1. Introduction
• 2. Theoretical Background
• 3. Research Method
• 4. Discussion and Conclusion
• 5. References