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메이크업 아티스트 체험이 신뢰와 브랜드 만족을 매개로 브랜드 충성도에 미치는 영향
신향수,이영선 한국의류산업학회 2019 한국의류산업학회지 Vol.21 No.3
This study aimed to determine the factors of the make-up artist experience and establish their effects on brand loyalty through the mediation of trust and brand satisfaction. The step of first surveyed the make-up artist experience level through precedent research and made concept frame of study. The step of second checked up the effects of make-up artist experience through the desires for change. The step of third established to the effects of brand loyalty through make-up artist experience brand through mediation of make-up artist trust and brand satisfaction. The survey was carried out on 440 women aged 20 to 40 who experienced make-up services in Seoul, Gyeonggi-do, Sejong and Daejeon. The data were analyzed using SPSS 23.0, and AMOS 18.0 using frequency analysis, factor analysis, reliability analysis, structural model analysis and t-tests. 1)Make-up artist experiences were divided into informational/ relational experiences and emotional experiences. 2)Desires for change influenced positive effects about information/relational experience and emotional experience. 3)The information/relation experiences influenced positive effects about artist trust and brand satisfaction. 4)The emotional experiences influenced positive effects about make-up artist trust and brand satisfaction. 5) The make-up artist trust influenced positive effects about brand satisfaction. Trust in the make-up artist did not directly influence brand loyalty, but influenced it through satisfaction. 6)The brand satisfaction influenced positive effects about brand loyalty. This study identified the roles of make-up artist and the importance of the make-up experience.
화장태도에 의한 소비자 집단의 유형화 분석에 관한 연구 ?체험과 충동구매 간의 연관성 분석을 중심으로?
신향수 ( Hyang Soo Sin ),이영선 ( Young Sun Rhee ) 한국미용학회 2012 한국미용학회지 Vol.18 No.5
This study aims to the typological approach of Make-up attitudes and, finds to the differences of Make-up Experience and Impulse buying through this attitude types. In Detail, the following results were obtained : First, It was found from the theoretical view result that Make-up Attitude divided to 4 elements (Pursuit of Individual Character, Pursuit of high, Make-up Value, Make-up research) and Makeup Experience divided to 4 elements (Entertainment Experience, Escapist Experience, Esthetic Experience, Educational Experience). Second, the Grouping Type of Make-up Attitude can be classified into ① Make-up research and Pursuit of high group, ② Pursuit of Make-up group, ③ Pursuit of Individual Character group, ④ Make-up indifference group through theoretical view`s 8 elements. Third, in-depth study was analyzed K-means by Make-up Experience 4 elements and related detail elements. The result indicated that the Grouping Types from Make-up Experience and Attitude had many differences. Forth, in-depth study was analyzed K-means by Make-up Experience 4 elements and Impulse Buying one more. These result lead us to the conclusion that Prefered Experiences was differenced by customer group types and continued to impulse buying by experience types.