계획행동이론에 따른 헤어샵 SNS 정보특성이 고객 행동 의도에 미치는 영향 (The Effect of Hair Shop SNS Information Characteristics on Customer's Behavioral Intention according to the Planned Behavior Theory)

서지정보

· 발행기관 : 국제보건미용학회
· 수록지 정보 : 국제보건미용학회지 / 17권 / 3호 / 36 ~ 53페이지
· 저자명 : 엄지애, 박은준

초록

This study sought to provide useful data necessary to generate and increase hair shop profits by clearly recognizing the differentiation of customers using hair shop SNS through planning behavior theory and examining customer's behavioral intention leading to actual hair shop visits. To this end, a non-face-to-face online survey was conducted, and a total of 756 copies were used for the final analysis. The collected data were subjected to frequency analysis, factor and reliability analysis, correlation analysis, and multiple regression analysis for hypothesis verification using SPSS 22.0, and the results are as follows. First, hair shop SNS information characteristics were classified into reliability, interaction, and timeliness, and planned behavior theory was classified into attitude, subjective norms, and perceived behavioral control, and customer's behavioral intention was viewed in a single dimension. Second, it was found that the relationship between hair shop SNS information characteristics, planned behavior theory, and customer's behavioral intention had a statistically significant positive (+) effect, and planned behavior theory showed a mediating effect at the same time. Second, it was found that the relationship between hair shop SNS information characteristics, planned behavior theory, and customer's behavioral intention had a statistically significant positive (+) effect, and planned behavior theory showed a mediating effect at the same time.The results of the above study confirmed that the characteristics of hair shop SNS information affect the customer's behavioral intention and at the same time induce positive customer behavior. In other words, it can be a good marketing tool to attract new customers and maintain existing customers. In the future, it is hoped that research on the characteristics of more diverse research subjects and a wide range of regions will continue by substituting planned behavior theory in the beauty field, including hair shops, and by segmenting new variables and factors suitable for it

영어초록

This study sought to provide useful data necessary to generate and increase hair shop profits by clearly recognizing the differentiation of customers using hair shop SNS through planning behavior theory and examining customer's behavioral intention leading to actual hair shop visits. To this end, a non-face-to-face online survey was conducted, and a total of 756 copies were used for the final analysis. The collected data were subjected to frequency analysis, factor and reliability analysis, correlation analysis, and multiple regression analysis for hypothesis verification using SPSS 22.0, and the results are as follows. First, hair shop SNS information characteristics were classified into reliability, interaction, and timeliness, and planned behavior theory was classified into attitude, subjective norms, and perceived behavioral control, and customer's behavioral intention was viewed in a single dimension. Second, it was found that the relationship between hair shop SNS information characteristics, planned behavior theory, and customer's behavioral intention had a statistically significant positive (+) effect, and planned behavior theory showed a mediating effect at the same time. Second, it was found that the relationship between hair shop SNS information characteristics, planned behavior theory, and customer's behavioral intention had a statistically significant positive (+) effect, and planned behavior theory showed a mediating effect at the same time.The results of the above study confirmed that the characteristics of hair shop SNS information affect the customer's behavioral intention and at the same time induce positive customer behavior. In other words, it can be a good marketing tool to attract new customers and maintain existing customers. In the future, it is hoped that research on the characteristics of more diverse research subjects and a wide range of regions will continue by substituting planned behavior theory in the beauty field, including hair shops, and by segmenting new variables and factors suitable for it

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