The Effects of Scalp and Hair Care Service Factors and Psychological and Relational Factors on Seniors’ Continuance Intention

This study aimed to examine the factors influencing continuance intention among older adults participating in scalp and hair-care programs, with a focus on service-related, psychological, and relational factors. A survey was conducted with 140 older adults who had experience using scalp and hair-care services at senior welfare centers, community lifelong education centers, and hair salons in the metropolitan area of Korea. Among them, 82 participants who had regularly used the programs for at least six months were selected as the main analytical sample. Exploratory factor analysis was conducted to validate the measurement instruments, resulting in five factors: service satisfaction, perceived hair-loss management effect, self-esteem, relational factors, and continuance intention. All factors demonstrated acceptable reliability. Data were analyzed using correlation analysis and hierarchical multiple regression analysis, controlling for gender, age, type of service institution, and frequency of use. The results indicated that service satisfaction and perceived hair-loss management effect were the strongest predictors of continuance intention. Self-esteem also showed a significant positive effect, while relational factors had a statistically significant but relatively weaker influence. The effects of the main independent variables remained stable even after controlling for demographic and usage-related variables, supporting the robustness of the findings. These findings suggest that scalp and hair-care programs for older adults contribute not only to functional satisfaction related to hair-loss management but also to psychological well-being and self-esteem, which in turn promote continued participation. This study provides empirical evidence for understanding continuance intention in senior-oriented beauty services and extends the concept of beauty welfare by integrating functional, psychological, and relational perspectives.