소비가치가 웨딩스타일링 선택속성 및 만족도에 미치는 영향 = The Effect of Consumption Value on Wedding Styling Selection Attributes and Satisfaction

다국어 초록 (Multilingual Abstract)

In this study, the correlation between consumption value and wedding styling was investigated for brides who have received or received wedding styling services, and the effect of consumption value on wedding styling selection attributes and customer satisfaction was analyzed. This study conducted a survey from 23.02.27 to 23.03.02 on prospective brides or married people who had misled wedding styling, and distributed 328 questionnaires. All 328 copies of the collected data were subjected to frequency analysis, factor analysis, reliability verification, one-way ANOVA, Duncan test, and multiple regression analysis using the SPSS WIN 20.0 program. First, as a result of examining the demographic characteristics of the survey subjects, college enrollment, graduation, office work, and more than 2 million won and less than 4 million won were the highest. Second, in the selection attribute, the lower dimensions were dress, hairstyle, and makeup, consumption value was shown as social value, functional value, and emotional value, and satisfaction was shown as a single dimension. Third, as a result of examining the effect of consumption value on wedding styling selection attributes, emotional value and social value have a positive (+) effect on dress selection attributes, and functional value, emotional value, and social value have a positive (+) effect on hairstyle selection attributes and makeup selection attributes. Fourth, customers were satisfied with the quality, service, and price of wedding styling as it had a positive (+) effect on satisfaction in all consumption values.As a result of this study, it was found that among the sub-factors of wedding styling selection attributes, emotional value and social value affect all selection attributes. Since wedding is decided by one choice, it can be seen that the social and emotional aspects are reflected a lot. These results are expected to be used as competitive marketing and consulting data for wedding companies, which will identify customer needs and increase customer satisfaction.