Recently, the nation’s wig industry has considerably grown. To figure out wig users’ perception, purchase behavior, self-efficacy and satisfaction regarding wigs, therefore, this study performed a questionnaire survey against a total of 520 wig users across the country. For data analysis, SPSS PC+ Win. 21.0 was used. It aims to use the results to establish a marketing strategy for the popularization of wigs, facilitate wig market and use them as basic data for related studies. The study found the followings: First, in subjects’ general characteristics, ‘married’ was greater than ‘single’ in terms of marital status. In terms of age, ‘50s’ was the highest. In terms of educational background, ‘college graduate’ was most responded. In terms of occupation and average monthly income, ‘self-employed’ and ‘KRW 4 million or higher’ were the highest. In terms of residential area, ‘Daejeon & Chungcheong’ was most responded. Second, in terms of perception on wig wearing, there was a significant difference by age, education, occupation, income level and region. In marital status, however, no significant difference was found. Third, in terms of image management ability in self-efficacy regarding wig wearing, a statistically significant difference was observed by marital status, age, occupation, income level and region. In contract, no significant difference was detected in education. Fourth, in terms of expressional confidence, a statistically significant difference was found by age, education, occupation and region. In marital status, on the contrary, no significant difference occurred. Fifth, in terms of wig satisfaction, a statistically significant difference was observed by age and region. In marital status, occupation and income level, on the other hand, there was no significant difference. Sixth, in terms of perceived customer services at the purchase of wigs, a statistically significant difference was observed by age, income level and region. In marital status, education and occupation, in contrast, no significant difference was found. In terms of the level of reasonable price for wigs, in addition, a statistically significant difference was detected by marital status, education, income level and region. In age and occupation, on the contrary, there was no significant difference. Seventh, according to analysis on correlations among variables, a statistically static correlation was found among the perception, self-efficacy and satisfaction regarding the use of wigs. In other words, as perception on wigs rises, self-efficacy and satisfaction on the use of wigs increase as well. In particular, correlation coefficient between image management ability and satisfaction among the sub-categories of self-efficacy was the highest with r= .557, which means that satisfaction increases as the capability to produce self-image in a positive manner after putting on wigs improves. Even though perception on the use of wigs does not have a direct effect on satisfaction, furthermore, its indirect influence using self-efficacy has been confirmed.