미용실 예약시스템에 대한 소비자인식과 재방문의도의 관계에서 소비자행동 및 서비스품질만족도의 매개효과 = The Mediating Effects of Consumer Behavior and Service Quality Satisfaction in the Relationship between User Perception of the Beauty Salon Reservation System and Revisit Intention

국문 초록 (Abstract)

본 연구는 미용실 예약시스템에 대한 소비자인식과 재방문의도의 관계에서 소비자행동 및 서비스품질만족도의 매개효과를 알아보기 위해 설문지를 이용한 실증조사를 수행하였다. 본 연구의 목적을 위해 선행연구를 바탕으로 소비자들이 미용실 예약제를 이용하는지에 대한 이용현황 파악과 예약시스템 소비자인식, 재방문의도, 소비자행동, 서비스품질만족도 변수 등을 도출하였다. 2022년 5월 23일부터 2022년 6월 10일까지 대전광역시의 소비자들을 중심으로 조사하였다.
설문지는 총 520부를 배포하였고 508부가 회수되었다. 표본의 크기는 ANOVA, 회귀분석을 위해 G Power 3.1 프로그램을 이용하여 효과크기 .19, 검정력 .95, 유효값 .05로 산출된 F기각역 2.62, 총 표본크기 480명으로, 탈락률을 고려하여 520명을 임의표집 하였다. 508명의 설문지 중 응답이 불완전한 4명의 자료를 제외한 총 504명(96.9%)의 설문지를 최종 분석 자료로 사용하였으며 다음과 같은 결론을 얻었다.

첫째, 미용실 예약제 이용현황은 혼자 미용실 방문이, 미용실 예약은 네이버 예약, 현재 미용실을 선택하는 이유는 기술, 예약 서비스를 선택하는 이유는 기다리는 시간 절약, 예약 안내 알림 필요, 안내 알림 기간은 예약 1일 전이 가장 높게 나타났다.
둘째, 미용실 예약시스템에 대한 소비자인식이 재방문의도에 미치는 영향을 알아보기 위하여 미용실 예약시스템에 대한 소비자인식을 독립변인, 재방문의도를 종속변인으로 하여 회귀분석을 실시한 결과, 회귀모형은 유의한 것으로 나타났으며(F=350.824, p<.001), 모형의 설명력을 나타내는 결정계수()는 .41로 나타났다. 재방문의도에 소비자인식(B=.56, t=18.730, p<.001)은 유의한 정적 영향을 미치는 것으로 나타났다.
셋째, 미용실 예약시스템에 대한 소비자인식이 서비스품질만족도에 미치는 영향을 알아보기 위하여 미용실 예약시스템에 대한 소비자인식을 독립변인, 서비스품질만족도를 종속변인으로 하여 회귀분석을 실시한 결과, 회귀모형은 유의한 것으로 나타났으며(F=498.442, p<.001), 모형의 설명력을 나타내는 결정계수()는 .50로 나타났다. 서비스품질만족도에 소비자인식(B=.59, t=22.326, p<.001)은 유의한 정적 영향을 미치는 것으로 나타났다.
넷째, 소비자행동이 재방문의도에 미치는 영향을 알아보기 위하여 소비자행동을 독립변인, 재방문의도를 종속변인으로 하여 회귀분석을 실시한 결과, 회귀모형은 유의한 것으로 나타났으며(F=215.939, p<.001), 모형의 설명력을 나타내는 결정계수()는 .30로 나타났다. 재방문의도에 소비자행동(B=.46, t=14.695, p<.001)은 유의한 정적 영향을 미치는 것으로 나타났다.
다섯째, 소비자행동이 서비스품질만족도에 미치는 영향을 알아보기 위하여 소비자행동을 독립변인, 서비스품질만족도를 종속변인으로 하여 회귀분석을 실시한 결과, 회귀모형은 유의한 것으로 나타났으며(F=341.028, p<.001), 모형의 설명력을 나타내는 결정계수()는 .40로 나타났다. 서비스품질만족도에 소비자행동(B=.51, t=18.467, p<.001)은 유의한 정적 영향을 미치는 것으로 나타났다.
여섯째, 서비스품질만족도가 재방문의도에 미치는 영향을 알아보기 위하여 서비스품질만족도를 독립변인, 재방문의도를 종속변인으로 하여 회귀분석을 실시한 결과, 회귀모형은 유의한 것으로 나타났으며(F=802.317, p<.001), 모형의 설명력을 나타내는 결정계수()는 .62로 나타났다. 재방문의도에 서비스품질만족도(B=.82, t=28.325, p<.001)는 유의한 정적 영향을 미치는 것으로 나타났다.
일곱째, 서비스품질만족도가 재방문의도에 미치는 영향을 알아보기 위하여 서비스품질만족도를 독립변인, 재방문의도를 종속변인으로 하여 회귀분석을 실시한 결과, 회귀모형은 유의한 것으로 나타났으며(F=802.317, p<.001), 모형의 설명력을 나타내는 결정계수()는 .62로 나타났다. 재방문의도에 서비스품질만족도(B=.82, t=28.325, p<.001)는 유의한 정적 영향을 미치는 것으로 나타났다.
여덟째, 일반적 특성을 통제하고 재방문의도에 영향을 미치는 요인을 알아보기 위하여 소비자인식, 소비자행동, 서비스품질만족도를 독립변인, 일반적 특성을 통제변인, 재방문의도를 종속변인으로 하여 다중회귀분석을 실시한 결과, 회귀모형은 유의한 것으로 나타났으며(F=125.193, p<.001), 모형의 설명력을 나타내는 결정계수()는 .64로 나타났다. 소비자인식(B=.13, t=3.873, p<.001)과 서비스품질만족도(B=.65, t=14.444, p<.001)는 재방문의도에 유의한 정적 영향을 미치는 것으로 나타났다. 영향력을 살펴보면 서비스품질만족도(=.62), 소비자인식(=.15) 순으로 재방문의도에 유의한 영향을 미치는 것으로 나타났다.
아홉째, 소비자행동과 서비스품질만족도를 매개로 미용실 예약시스템에 대한 소비자인식이 재방문의도에 미치는 영향을 알아보기 위해 AMOS를 이용하여 구조방정식모형 분석을 실시하였고 간접효과의 크기는 부트스트래핑(bootstrapping) 방법을 사용하여 검증한 결과는 다음과 같다.
모형의 적합도 검증은 절대적합지수 중 RMSEA.07, SRMR .05로 기준치를 충족 하였으며, 증분적합지수의 경우 비표준적합지수(TLI)는 .91, 비교준적합지수(IFI)는 .92로 기준치(≥0.9)를 충족하였다. 상대적합지수(CFI)는 .92로 기준치(≥0.9)를 충족하여 구조방정식 모형의 적합성이 검증되었다.
소비자인식은 소비자행동에 경로계수 .59(p<.001)로 유의한 정적 영향을 미치는 것으로 나타났다. 소비자인식은 서비스품질만족도에 경로계수 .35(p<.001)로 유의한 영향을 미치는 것으로 나타났다. 소비자인식은 재방문의도에 경로계수 .08(p<.05)로 유의한 정적 영향을 미치는 것으로 나타났다.
소비자행동은 서비스품질만족도에 경로계수 .45(p<.001)로 유의한 영향을 미치는 것으로 나타났다. 소비자행동은 재방문의도에 경로계수 .10(p<.05)로 유의한 정적 영향을 미치는 것으로 나타났다. 서비스품질만족도는 재방문의도에 경로계수 .63(p<.001)로 유의한 정적 영향을 미치는 것으로 나타났다.
소비자인식은 소비자행동(.70, p<.01)에 유의한 정적 직접효과가 있는 것으로 나타났고, 소비자인식은 서비스품질만족도(.43, p<.05)에 유의한 정적 직접효과가 나타났으며, 서비스품질만족도(.33, p<.01)에 유의한 정적 간접효과가 있는 것으로 나타났다.
소비자인식은 재방문의도(.11, p<.05)에 유의한 정적 직접효과가 있었으며, 재방문의도(.59, p<.01)에 유의한 정적 간접효과가 있는 것으로 나타났다. 소비자행동은 서비스품질만족도(.47, p<.01)에 유의한 정적 직접효과가 있었다. 소비자행동은 재방문의도(.12, p>.05)에 유의한 정적 직접효과가 없는 것으로 나타났으나 재방문의도(.32, p<.01)에 유의한 정적 간접효과가 있는 것으로 나타났다. 서비스품질만족도는 재방문의도(.67, p<.01)에 유의한 정적 직접효과가 있는 것으로 나타났다.
마지막으로, 일반적 특성에 따른 소비자인식의 차이를 독립 표본 t-검정 또는 분산분석을 실시한 결과, 성별(t=3.242, p<.01)은 여성이, 연령(F=3.864, p<.01)은 20대, 결혼여부(F=8.086, p<.001)는 기타, 최종학력(F=2.901, p<.05)은 학사(재학포함)가 유의하게 높게 나타났다.
일반적 특성에 따른 소비자행동의 차이를 분석한 결과, 결혼여부(F=4.791, p<.01)에서 유의한 차이를 보였으며, 서비스품질만족도의 차이를 독립 표본 t-검정 또는 분산분석을 실시한 결과, 성별(t=2.128, p<.05)에서 여성이 유의하게 높게 나타났다. 또한, 재방문의도의 차이를 독립 표본 t-검정 또는 분산분석을 실시한 결과, 성별(t=2.688, p<.01)에서 여성이 최종학력(F=5.428, p<.01)에서 대학원 석사(재학포함)가 유의하게 높게 나타났다. 이상과 같은 결과를 통해 미용실 예약시스템에 대한 소비자인식과 재방문의도의 관계에서 소비자행동과 서비스품질만족도는 직간접 효과가 나타나 매개 역할을 하는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

In this study, a questionnaire-based practical survey was performed to examine the mediating effects of consumer behavior and quality satisfaction in the relationship between consumer perception of the beauty salon reservation system and revisit intention. For the purpose of this study, consumers’ use status of the beauty salon reservation system was examined based on precedent studies, and variables such as consumer perception of the reservation system, revisit intention, consumer behavior, and service quality satisfaction were drawn. The survey was performed from 23rd May 2022 to 10th June 2022 among consumers residing in Daejeon Metropolitan City.
A total of 520 questionnaire copies were distributed, and 508 copies were collected. As far as the sample size is concerned, the G Power 3.1 program was used for ANOVA and regression analysis, and an effect size of .19, a statistical power of .95, an effective value of .05, and an F rejection region of 2.62 were used. The total sample size was 480, and, taking into consideration the withdrawal rate, 520 study subjects were randomly sampled. Of the questionnaires collected from 508 study subjects, 4 questionnaires that were not completely filled out excluded, and the remaining questionnaires collected from a total of 504 study subjects(96.9%) were used as the final analysis data, and the obtained results were as follows.
First, consumers’ use status of the beauty salon reservation system showed the highest number of study subjects who chose ‘visits alone’, beauty salon reservation system showed the highest number of study subjects who chose ‘reservation on Naver’, reason for selecting the current beauty salon showed the highest value number of study subjects who chose ‘to save waiting time’ and ‘to receive a reservation notification message), and notification message time showed the highest number of study subjects who chose 1 day before the date of visit’.
Second, to examine the influence of consumer perception of the beauty salon reservation system on beauty salon revisit intention, a regression analysis was performed by setting consumer perception of the beauty salon reservation system as an independent variable and beauty salon revisit intention as a dependent variable. As a result, it was confirmed that the regression model was significant(F=350.824, p<.001) and that the coefficient of determination() representing the model’s explanatory power was .41. Therefore, it was confirmed that consumer perception(B=.56, t=18.730, p<.001) had a significant positive influence on beauty salon revisit intention.
Third, to examine the influence of consumer perception of the beauty salon reservation system on service quality satisfaction, a regression analysis was performed by setting consumer perception as an independent variable and service quality satisfaction as a dependent variable. As a result, it was confirmed that the regression model was significant(F=498.442, p<.001), and that the coefficient of determination() representing the model’s explanatory power was .50. Therefore, it was confirmed that consumer perception(B=.59, t=22.326, p<.001) had a significant positive influence on service quality satisfaction.
Fourth, to examine the influence of consumer behavior on beauty salon revisit intention, a regression analysis was performed by setting consumer behavior as an independent variable and beauty salon revisit intention as a dependent variable. As a result, it was confirmed that the regression model was significant(F=215.939, p<.001), and that the coefficient of determination() representing the model’s explanatory power was .30. Therefore, it was confirmed that consumer behavior(B=.46, t=14.695, p<.001) had a significant positive influence on revisit intention.
Fifth, to examine the influence of consumer behavior on service quality satisfaction, a regression analysis was performed by setting consumer behavior as an independent variable and service quality satisfaction as a dependent variable. As a result, it was confirmed that the regression model was significant(F=341.028, p<.001), and that the coefficient of determination() representing the model’s explanatory power was .40. Therefore, it was confirmed that consumer behavior(B=.51, t=18.467, p<.001) had a significant positive influence on service quality satisfaction.
Sixth, to examine the influence of service quality satisfaction on revisit intention, a regression analysis was performed by setting service quality satisfaction as an independent variable and beauty salon revisit intention as a dependent variable. As a result, it was confirmed that the regression model was significant(F=802.317, p<.001), and that the coefficient of determination() representing the model’s explanatory power was .62. Therefore, it was confirmed that service quality satisfaction(B=.82, t=28.325, p<.001) had a significant positive influence on revisit intention.

Seventh, to examine to influence on service quality satisfaction on revisit intention, a regression analysis was performed by setting service quality satisfaction as an independent variable and beauty salon revisit intention as a dependent variable. As a result, it was confirmed that the regression model was significant(F=802.317, p<.001), and that the coefficient of determination() representing the model’s explanatory power was .62. Therefore, it was confirmed that service quality satisfaction(B=.82, t=28.325, p<.001) had a significant positive influence on revisit intention.

Eighth, to examine the factors having an influence on beauty salon revisit intention while controlling the general characteristics(gender, age, marital status, and final academic background), a multiple regression analysis was performed by setting consumer perception, consumer behavior and service quality satisfaction as independent variables, general characteristics as control variables, and beauty salon revisit intention as a dependent variable. As a result, it was confirmed that the regression model was significant(F=125.193, p<.001), and that the coefficient of determination() representing the model’s explanatory power was .64. Therefore, it was confirmed that consumer perception(B=.13, t=3.873, p<.001) and service quality satisfaction(B=.65, t=14.444, p<.001) had a significant positive influence on revisit intention. As for the level of influence, it was confirmed that the variables had a significant influence on revisit intention in the following descending order: service quality satisfaction(=.62) and consumer perception(=.15).

Ninth, to examine the influence of consumer perception of the beauty salon reservation system on beauty salon revisit intention by using consumer behavior and service quality satisfaction as mediators, a structural equation model analysis was performed using AMOS, and the indirect effect size was validated using the bootstrapping method. The obtained results were as follows.
In the model’s goodness-of-fit test, of the absolute fit indices, the RMSEA and SRMR showed values of .07 and .05, respectively, and satisfied the standard value. As for the incremental fit indices, the TLI and IFI showed values of .91 and .92, respectively, and satisfied the standard value(≥0.9). Therefore, the goodness-of-fit of the structural equation model was validated.
It was confirmed that consumer perception had a path coefficient of .59(p<.001) to consumer behavior and had a significant positive influence on consumer behavior. It was confirmed that consumer perception had a path coefficient of .35(p<.001) to service quality satisfaction and had a significant influence on service quality satisfaction. It was confirmed that consumer perception has a path coefficient of .08(p<.05) to revisit intention and had a significant positive influence on revisit intention.
It was confirmed that consumer behavior had a path coefficient of .45(p<.001) to service quality satisfaction and had a significant influence on service quality satisfaction. It was confirmed that consumer behavior had a path coefficient of .10(p<.05) to revisit intention and had a significant positive influence on revisit intention. It was confirmed that service quality satisfaction had a path coefficient of .63(p<.001) to revisit intention and had a significant positive influence on revisit intention.
It was confirmed that consumer perception had a significant positive direct effect on consumer behavior(.70, p<.01). It was confirmed that consumer perception had a significant positive direct effect on service quality satisfaction(.43, p<.05) and had a significant positive indirect effect on service quality satisfaction(.33, p<.01).
It was confirmed that consumer perception had a significant positive direct effect on revisit intention(.11, p<.05) and had a significant positive indirect effect on revisit intention(.59, p<.01). It was confirmed that consumer behavior had a significant positive direct effect on service quality satisfaction(.47, p<.01). It was confirmed that consumer behavior had no significant positive direct effect on revisit intention(.12, p>.05), but had a significant positive indirect effect on revisit intention(.32, p<.01). It was confirmed that service quality satisfaction had a significant positive direct effect on revisit intention(.67, p<.01).

Tenth, an independent sample t-test or analysis of variance was performed to examine the consumer perception differences based on the demographic characteristics. As a result, it was confirmed that gender(t=3.242, p<.01) showed a significantly high value in study subjects who were women, that age(F=3.864, p<.01) showed a significantly high value in study subjects who were in their 20’s, that marital status(F=8.086, p<.001) showed a significantly high value in study subjects who chose ‘others’, and that final academic background(F=2.901, p<.05) showed a significantly high value in study subjects who chose ‘graduation from university(including enrolled students)’.
As a result of analyzing the consumer behavior differences based on the demographic characteristics, it was confirmed that marital status(F=4.791, p<.01) showed a significant difference. An independent sample t-test or analysis of variance was performed to examine the service quality satisfaction differences based on the demographic characteristics. As a result, it was confirmed that gender(t=2.128, p<.05) showed a significantly high value in study subjects who were women.
An independent sample t-test or analysis of variance was performed to examine the revisit intention differences based on the demographic characteristics. As a result, it was confirmed that gender(t=2.688, p<.01) showed a significantly high value in study subjects who were women, and that final academic background(F=5.428, p<.01) showed a significantly high value in study subjects who chose ‘graduation from graduate school(including enrolled students)’.
Based on the above results, it was confirmed that consumer behavior and quality satisfaction play mediating roles in the relationship between consumer perception of the beauty salon reservation system and revisit intention.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 4
• Ⅱ. 이론적 배경 5
• 1. 미용실 예약시스템 소비자인식 5
• 1) 소비자인식의 개념 5
• 2) 소비자인식의 선행연구 8
• 2. 재방문의도 11
• 1) 재방문의도의 개념 11
• 2) 재방문의도의 선행연구 13
• 3. 소비자행동 15
• 1) 소비자행동의 개념 15
• 2) 소비자행동의 선행연구 17
• 4. 서비스품질만족도 19
• 1) 서비스품질만족도의 개념 19
• 2) 서비스품질만족도의 선행연구 22
• Ⅲ. 연구방법 25
• 1. 연구모형과 가설 25
• 1) 연구모형 25
• 2) 연구가설 26
• 2. 연구대상 28
• 1) 연구대상자의 일반적 특성 28
• 2) 연구대상자의 미용실 예약제 이용현황 30
• 3) 정규성 32
• 3. 용어의 조작적 정의 및 측정도구 34
• 1) 예약시스템 소비자인식 34
• 2) 재방문의도 35
• 3) 소비자행동 35
• 4) 서비스품질만족도 35
• 5) 연구대상자의 일반적 특성 36
• 4. 자료수집 및 분석방법 37
• 1) 자료수집 37
• 2) 표본크기 37
• 3) 연구도구 및 신뢰성 38
• 4) 측성도구의 타당도 검증 39
• 5) 분석방법 44
• Ⅳ. 결과 및 고찰 46
• 1. 미용실 예약시스템에 대한 소비자인식이 재방문의도에 미치는 영향 46
• 2. 미용실 예약시스템에 대한 소비자인식이 소비자행동에 미치는 영향 47
• 3. 미용실 예약시스템에 대한 소비자인식이 서비스품질만족도에 미치는 영향 48
• 4. 소비자행동이 재방문의도에 미치는 영향 49
• 5. 소비자행동이 서비스품질만족도에 미치는 영향 50
• 6. 서비스품질만족도가 재방문의도에 미치는 영향 51
• 7. 일반적 특성을 통제하고 재방문의도에 영향을 미치는 요인 52
• 8. 소비자행동과 서비스품질만족도를 매개로 미용실 예약시스템에 대한 소비자인식이 재방문의도에 미치는 영향 54
• 9. 일반적 특성에 따른 예약시스템 소비자인식, 소비자행동, 서비스품질만족도, 재방문의도의 차이 58
• 1) 일반적 특성에 따른 예약시스템 소비자인식의 차이 58
• 2) 일반적 특성에 따른 소비자행동의 차이 60
• 3) 일반적 특성에 따른 서비스품질만족도의 차이 62
• 4) 일반적 특성에 따른 재방문의도의 차이 64
• Ⅴ. 결론 66