Since the adjustment of on-campus hair ban in 1987 by the Ministry of Education, the hair ban has been gradually lifted. Many schools are inclined towards a complete absolution of the hair ban, which leads the vocational high school students to place more focus on self-grooming and grow more careful and selective in what hairdressers to go to. The primary target consumers in the hairdressing industry have thus gradually switched from the office workers to students. In keeping with the time changes, the overall hairdressing consumption models in the hairdressing industry can now be seen as daily leisure activities. Therefore, this study targets daytime vocational high school students in the technology and home business departments for the questionnaire-based research. As a result, 400 copies of valid questionnaires were acquired, and with research hypothesis and analysis conducted by way of descriptive statistics, reliability analysis and regression analysis, the following conclusions and suggestions are induced:
(1)Hairdressing businesses can target students for consumer experiential events to develop potential consumers;
(2)Hairdressing businesses can build websites exclusive for students’ hair trends and information, and via the website platform students can share and exchange feedbacks on personal styles;
(3)Hairdressing businesses can utilize their official websites for experiential promotions and in the meantime stress the importance of leisure benefits analysis.
