本研究旨在探討消費者生活型態與美髮消費行為相關因素之間是否存在相關及差異。研究工具包括個人背景變項、生活型態、美髮消費行為相關因素等量表，採立意取樣方式進行問卷調查，研究對象共386位，以描述性統計、卡方檢定、t檢定、單因子變異數分析、雪費事後比較、皮爾遜積差相關等統計方法進行分析。其研究結果為:
一、不同個人背景變項之消費者在生活型態之差異情形
不同「教育程度」和「收入」之消費者，其「生活型態」有顯著差異；不同「性別」、「年齡」、「職業」之消費者，其「生活型態」有部分顯著差異；不同「婚姻狀況」和「子女數」之消費者，其「生活型態」無顯著差異。
二、不同背景變項之消費者在美髮消費行為相關因素之差異情形
不同「性別」、「年齡」和「職業」之消費者，其「美髮消費行為相關因素」有顯著差異；不同「收入」之消費者，其「美髮消費行為相關因素」有部分顯著差異。；不同「教育程度」、「婚姻狀況」及「子女數」之消費者，其「美髮消費行為相關因素」無顯著差異。
三、生活型態與美髮消費行為相關因素之相關情形
生活型態與美髮消費行為相關因素呈顯著正相關。
The purpose of this study is to explore whether there are correlations and differences between consumer life style and factors related to hairdressing consumption behavior.
Research tools include personal background variables, life styles, hairdressing consumption behavior-related factors such as the scale, the method of self-intention sampling questionnaire, a total of 386 subjects, to descriptive statistics, The Chi-Squared Test, t-test, ANOVA, Scheffes’ Method, Pearson’s Product-moment Correlation and other statistical methods for analysis. The results of the study are:
一、 The differences of life style between different comsumer’s personal backgrounds.
There were significant differences in the "life styles" of consumers with different "education level" and "income", some significant differences in "life styles" between consumers of different "genders", "ages" and "occupations", and no significant differences in "life styles" between consumers with different "marital status" and "number of children".
二、 The differences between the factors related to the consumer's hairdressing consumption behavior in different background variables.
There were significant differences in "hairdressing consumption behavior-related factors" between consumers of different "genders", "ages" and "occupational" consumers, and some significant differences in "hairdressing consumption behavior-related factors" between consumers of different "incomes". There was no significant difference in "hairdressing consumption behavior-related factors" between consumers with different "education levels", "marital status" and "number of children".
三、 The correlation between the different life style and the consumer's hairdressing consumption behaviors.
There was a significant positive correlation between life styles and hairdring consumption behaviors.
