뷰티숍 선택속성이 만족, 재방문의도 및 추천의도에 미치는 영향 = A Study on the Effects of Beauty Shop Selection Attributes on the Satisfaction, Revisit Intention and Recommendation Intention

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze selection attributes for beauty shop satisfaction and positive consumer behavior in order to create a service environment that can reflect consumer needs in the rapidly changing beauty trend flow. To carry out the study, a survey was conducted on 219 consumers (95.2%) who had used beauty shops, and structural equation model verification was conducted to verify the hypothesis. The results of the study are as follows. First, beauty shop selection attributes had significant effects on satisfaction. Second, satisfaction had positive effects on both revisit intention and recommendation intention. Finally, revisit intention had positive effects on recommendation intention. This study means that in order to evoke the experience of satisfaction in beauty shop consumer, it is necessary to understand the various attributes of choosing a beauty shop. If the service environment that consumers want is created, satisfaction will be the basis for positive behavioral intentions in the future.