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

This study investigated factors influencing older adults' intention to continue using scalp and hair-care services, focusing on service-related, psychological, and relational aspects. A survey of 140 older adults in Korea identified service satisfaction and perceived hair-loss management effect as the strongest predictors of continuance intention, with self-esteem also having a significant positive impact. Relational factors had a weaker influence. The study highlights that these programs enhance not only hair-loss management but also psychological well-being and self-esteem, encouraging ongoing participation. The findings offer insights into senior-oriented beauty services by integrating functional, psychological, and relational perspectives.