As the service industry develops, many people are pursuing various appearance management behaviors that are suitable for themselves. In this study, we investigated the tendency of undergraduates with scalp&hair care experience through the survey about how value factors affect the scalp&hair care pursuit benefits and scalp&hair care use behaviors. As a result, the value factors showed the highest positive relationship with self-satisfaction among the three factors such as self-satisfaction, external value, and internal value of the scalp&hair care pursuit benefit. And, the value factor showed a higher positive relationship with general management than active management. In addition, as a result of examining the effect of scalp&hair care pursuit benefits on scalp&hair care use behavior, active management showed higher positive relationship with scalp&hair care pursuit benefit than general management.