Economic Management Journal April 2013, Volume 2, Issue 2, PP.50-56
An Empirical Study on Factors of Consumer Preference in Hairdressing Industry Mengmeng Cao School of Economics and Management, North China Electric Power University, Baoding 071003, China Email: daguduiyuan2006@126.com
Abstract Currently, there is rare systematic study on the factors that make an influence on consumer preference in hairdressing industry. Firstly, 17 factors of consumer preference in hairdressing industry are selected to compile a questionnaire, a sample survey is carried out by means of a questionnaire composed of 17 factors selected from the factors affecting consumer preference on mainstream consumer groups of hairdressing industry in Baoding, and then, internal consistency test is employed to examine the 17 factors in the questionnaire by using Cronbach's Alpha coefficient, showing good internal consistency of the questionnaire. Based on the valid questionnaires received, six primary factors of consumer preference are achieved by means of a principal component analysis with the help of SPSS for the 17 factors namely, the scale of store, image staff, attitude of barbers, prices, convenience of traffic and skills of barbers. Finally, some countermeasures are proposed based on the six main impact factors. Conclusions of this paper can direct hairdressing industry to tell the most important factors and take appropriate measures to improve their competitive ability. Keywords: Hairdressing Industry; Consumer Preference; Impact Factors; Factor Analysis
美发行业消费者偏好影响因素的实证研究 曹萌萌 华北电力大学经济与管理学院，河北 保定 071003 摘 要：目前尚没有学者对美发行业消费者偏好的影响因素进行系统研究。首先选取美发行业消费者偏好的 17 种影响因 素编制成调查问卷，对保定市美发行业的主流消费人群进行了抽样问卷调查，然后采用 Cronbach's Alpha 系数法对问卷 中的 17 种影响因素进行了内部一致性检验，结果显示该问卷的内部一致性良好。在有效问卷的基础上，对 17 种影响因 素运用 SPSS 采用主成份分析法进行因子分析，得出了美发行业消费者偏好的 6 个主要影响因素，分别为店面规模、员 工形象素质、理发师的态度、价格、交通的便利性及理发师的个别水平，并针对这 6 种主要影响因素提出了对策建议。 本文的研究结论可以为美发行业抓住最主要的消费者偏好影响因素，采取针对性的措施提高自身竞争力指明方向。 关键词：美发行业；消费者偏好；影响因素；因子分析
引言 我国的美发行业起步于 80 年代初中期，目前正处于市场发展的快速增长期，是一个完全竞争的成长型 产业。仅最近五年的新开店数就占了总数的 78%。美发行业无论是在 GDP 中所占比重，还是在第三产业中 所占比重以及就业人数在第三产业中所占的比重均呈迅速增长态势。这种快速发展态势表明：该产业属于朝 阳产业，是投入少、进入门槛低、民营资本占绝对优势的新兴服务产业，也是典型的青春产业，是吸纳新生 劳动力就业和失业人员再就业的最有力的就业门路。因此，研究美发行业消费者偏好的影响因素不仅对于美 发行业的健康、快速发展具有重要的现实意义，也对我国市场经济的发展起到不容忽视的推动作用。 - 50 -