두피 관리샵 마케팅 전략이 고객의 이용의도에 미치는 영향 - 헤어샵을 중심으로 -

다국어 초록 (Multilingual Abstract)

This study is empirically intended to look into the effects of hair loss prevention management on customer use intention in scalp care shops. The results of this study were as follows. First, in the effects of hair loss prevention management on customer use intention in scalp care shops, diet therapy and scalp clinic therapy were adopted, while an alternative medicine therapy was rejected. Second, in the effects of marketing strategies on use intention in scalp care shops, strategic factors of product, distribution, publicity and human service were adopted, while a price factor was rejected. As for the above-stated results, diet therapy and scalp clinic service were useful as use factors for hair loss prevention management in scalp care

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• 1. 두피 및 모발관리
• 2. 마케팅 전략
• 3. 고객 이용의도 요인
• Ⅲ. 연구방법
• 1. 연구 설계
• 2. 조사도구
• 3. 연구대상 및 표집 방법
• Ⅳ. 연구결과
• 1. 조사대상자의 일반적 특성
• 2. 가설의 검증
• Ⅴ. 결론
• 참고문헌