消費者美感生活型態與女性髮型風格偏好之關聯研究

生活中「美感」存在極廣，一般消費者對於自我美感形象逐漸重視，個人美感價值與生活型態關係甚密，過去以美感與生活型態之關係而探討的研究鮮少。本研究以重視消費者的髮型風格偏好為研究動機，欲了解不同生活型態與髮型風格偏好之關係。本研究以嘉南地區一般消費者為研究對象，依便利取樣方式共獲得272份有效問卷。結果顯示:美感生活型態因素，分別為「自然樸實」、「獨特品味」、「低調美學」、「形象塑造」、「自我主張」、「流行時尚」及「高尚奢華」等七類。髮型風格偏好分別為「清新質感」、「甜美可愛」、「傳統保守」、「帥氣中性」、「浪漫嫵媚」等五類。兩者變項典型相關分析結果得知：美感生活型態與髮型風格偏好顯著相關，追求「成長」與「形式」、「自我」特質越高者與髮型風格偏好的影響最明顯。髮型風格偏好研究顯示：ㄧ般消費者風格偏好以「浪漫嫵媚」最受喜愛，其次是「甜美可愛」、「傳統保守」、「清新質感」，而「帥氣中性」風格較不被喜愛。

關鍵字

美感生活型態、女性髮型風格、偏好

並列摘要

“Aesthetics” in life is extensively. Consumers concern their images of self esthetic sensibilities gradually, and the relationship between personal esthetic sensibilities and life style is very close. However, the relevant researches for the relationship between esthetic sensibilities and lifestyle are seldom in the past. The aim of this study bases on emphasizing consumers’ preferences of hairstyle and finding out the relation between different lifestyles and the preferences of hairstyle. There are 272 questionnaires are valid by Convenience sampling way, and the consumers in Chia-Nan Area who are the samples in this investigation. The result shows 7 factors of the aesthetic lifestyle: “Natural and Simple”, “Unique Taste”, “Low-profile Aesthetics”, “Image Shaping”, “Egoism”, “Fashion” and “Noble Luxury”. Also there are 5 factors of the preferences of hairstyle: “Fresh & Quality”, “Sweet & Cute”, “Traditional & Conservative”, “Dapper & Neutral”, and “Romantic & Charming”. And these two variables are analyzed below: It is very obvious that aesthetic lifestyle and the preferences of hairstyle are related; and the preferences of hairstyle are influenced the most by pursuing “Growth” and “Shape” with high makeup of egoism. In addition, the analysis of hairstyle preferences shows that the consumers are “Romantic & Charming” the most, and fallowed by “Sweet & Cute”, “Traditional & Conservative” and “Fresh & Quality”. The less favorite style is“Dapper & Neutral” for general consumers.