성인여성의 심리적 추구혜택이 네일 서비스 구매행동과 만족도에 미치는 영향 = The Influence of Psychological Pursuit Benefit on Nail Service Purchasing Behavior and Satisfaction of Female Adults

다국어 초록 (Multilingual Abstract)

This study looked into effects of psychological pursuit benefits on nail service`s purchasing behaviors by objecting to consumers of nail cares having been growing quickly in the beauty industry recently. In brief, research results were same as followings. First, psychological pursuit benefits were composed of 3 elements such as relaxation, self-confidence, and self-health, and purchasing behaviors were classified into 4 elements like information directivity, color design directivity, economic directivity, and purchase motivation directivity. Second, employee`s responses and attitudes were the highest elements in nail service`s satisfactions, and followed technique, facility and environment, used product`s quality, and sanitary states in order. Third, psychological pursuit benefits were appeared as affecting positive influences to nail service`s purchasing behaviors. Fourth, psychological pursuit benefits were affecting positive influences to nail service satisfactions. Fifth, nail service`s purchasing behaviors were displayed as affecting negative influences to nail service`s satisfactions. The study`s meaning can be found out in providing a basic data for establishing differentiated marketing strategies together with professional, detailed nail service`s provisions of being able to enhance consumer`s satisfactions because this research objected to consumers who were receiving nail services then. However, this study have a limitation in generalizing such results because of objecting one region`s consumers only, and thus it is encouraged that researches on purchasing behaviors according to various consumer types would be followed by expanding regions and object`s scopes afterward.