Exploring Fashion Hair Dyeing Behavior through the Stimulus-Response Model: The Mediating Effects of Professional Technology and Transaction Interaction

Abstract

This study was conducted to explore hair dyeing behaviors among Taiwanese adolescents; analyze future market trends for fashion hair dyes; investigate the effects of social media, fashion trends, and product awareness on behavioral intentions; identify the mediating effects of professional technology and transaction interactions on behavioral intentions; and validate the overall fit of a model outlining the interrelationships between the aforementioned factors.This study was conducted in general and vocational schools across northern, central, and southern Taiwan. Students were surveyed between February 7, 2023, and July 21, 2023. Drawing inspiration from the Stimulus-Organism-Response theory, we constructed a comprehensive model incorporating six dimensions—social media, fashion trends, product awareness, transaction interaction, professional technology, and behavioral intention. The survey gathered 370 valid responses, primarily from female students in technical senior high schools. Students’ responses on a 32-item questionnaire were rated on a 5-point Likert scale. Reliability analysis, partial least squares structural equation modeling, and validity analysis were performed to assess the study model.Our findings revealed a high reliability and a good fit in structural equation modeling. Validity analysis confirmed convergent and discriminant validity. Bootstrapping revealed substantial differences between ordinary and technical high schools in hair dyeing behaviors. Professional technology mediated the correlation between fashion trends and behavioral intentions and that between product awareness and behavioral intentions.This study advances our theoretical understanding and offers valuable practical insights for businesses in the hair care industry. The application of the Stimulus-Organism-Response theory revealed adolescents’ complex hair dyeing behaviors. The observed model fit indicates the relevance of this framework in explaining the multifaceted dynamics of consumer decision-making. Regarding practical benefits, this study guides businesses toward natural hair dyes aligned with consumers’ health and environmental preferences.