本研究企圖對台北地區女子美容院中的雜誌閱讀行為進行初步研究，探討的內容包括美容院所提供的閱讀書刊之性質及其傳播上的重要性、美容院閱讀環境對美容院閱讀文化的影響及其美容院讀物的內容與影響。本研究的結構根據所處理的主題大分為三個部份：1.美容院讀物的影響力；2.美容院環境對顧客閱讀行為的影響；以及3.美容院讀物的性質。三個部份依照各部份研究性質之需要，分別採用電話調查與實地訪談等研究法進行研究。研究結果發現，美容院是許多成年女性日常生活中最重要的閱讀場所之一，美容院作為一個閱讀環境，具有強 化顧客閱讀行為的特性；而美容院中所提供的閱讀刊物更具有高度的同質性。「八卦雜誌」與女性雜誌壟斷了美容院刊物市場，更成為女性顧客重要的資訊來源。其中，美容院對於八卦雜誌女性閱讀人口的增加，尤其扮演重要的角色。

　　　　　Magazine reading in women's hair salons has been an important yet neglected topic in academic circles. This research aims to explore magazine reading behavior in women's hair salons in the Taipei area using questionnaire and telephone survey methods. The research subjects include: the types of magazines provided in women's hair salons, the environmental effect of hair salons on customers' reading behavior, the content and impact of these popular magazines, and the important role played by women's hair salons in expanding the tabloid-like magazines' female readership. The findings suggest that hair salons are one of the most important reading places for adult women. The setting of the hair salons and their service processes create an environment in which reading magazines is the most common way salon-goers spend their time. Magazines provided in women's hair salons are highly homogeneous. Tabloid-like magazines and women's magazines dominate the hair salon market and turn out to be an important source of information for the salon-goers.