| Summary: | 碩士 === 中國文化大學 === 生活應用科學研究所碩士在職專班 === 94 === Abstract
The purpose of this research is to explore a study of the influence of the quality cognition of hair salon service to Taoyuan teenagers on their consuming behavior. In this research the data are collected by means of questionnaire and with research objects which include 858 teenagers persons in Taoyuan. The data collected are processed by way of frequency distribution, percentage, standard deviation, one-way ANOVA, Person’s product-moment correlation, T-test, chi-square, etc. This research makes organizations concerned for reference in actual work and research.
The conclusions of this research are summed up as follow:
1.Hair salon service quality cognition is the “major” and “the source of every month pocket money”, but by the “sex” there is no significant difference.
2.The consumption motive for the hair salon has significant difference by the “grades” and “major” and “every month pocket money” and “sex” have no significant difference.
3. “The average of hair salon total consumption amount” has significant difference by the “sex”, “every month pocket money” and “the source of every month pocket money”.
4.There appears significant relativity between “hair salon service quality cognition” and “hair salon consuming motive”.
5.The consuming behavior of hair salon service quality cognition of “consumption by return” has significant difference in the “tangiblity” and “assurance”；“introduce to the relative after the consumption” has significant difference in the “empathy”.
6.The consuming behavior of hair salon consuming motive of “consumption by return” has significant difference in the “sales element”； “introduce to the relative after the consumption” has significant difference in the “hair salon consuming motive” .
According to the results, the teenagers’ consuming behaviors are mostly affected by the “empathy” of hair salon service quality cognition and the hair salon consuming motive is affected by the “sales element”. So the proprietor should point at most teenagers’ concerns as the first consideration of their sales .
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