The Effect of Hair Salon Consumers Conspicuous Consumption Tendency and Desire for Self-expression on Psychological Happiness

For the empirical survey, a total of 360 questionnaires were distributed from May 13, 2023 to June 15, 2023 to beauty consumers living nationwide, and 330 copies were collected, and 300 copies were used as the final analysis data, excluding 30 copies with insincere responses. This study used SPSS 24.0 to conduct frequency analysis, factor analysis, reliability analysis, and multiple regression analysis of a total of 300 questionnaires for beauty consumers living across the country to provide information for sales improvement and marketing by providing services tailored to consumer characteristics. As a result, conspicuous consumption tendencies were extracted in four dimensions : pursuit of individuality orientation, pursuit of fashion orientation, high price orientation, and brand orientation, and desire for self-expression needs were extracted in two dimensions : individuality, image management, and psychological happiness extracted in a single dimension. The more conspicuous the consumption tendency and the desire for self-expression brought out the higher the psychological happiness. In future studies, if various consumption propensity categories are subdivided and conducted, it is expected that it can be used as useful marketing data to identify the consumption propensity of beauty consumers and encourage the development of the beauty industry.