네일 관리에 대한 반응경향성 및 그 효과에 관한 연구 = A Study on the Effects of Nail Manicuring on Customer's Service Evaluations and Affect Change

국문 초록 (Abstract)

영문초록 :The present study was aimed to examine the effects of external cues on customer's service evaluations (perception of service quality and value), and purchase intention depending on the customer's reaction tendencies. It was expected that effects of nail manicuring would be different in terms of the nail service types. The hypotheses of this study were derived from a conceptual model which is providing the effects of external cues (price, type of service-base coating, top coating) on customer's perception of quality, value and purchase intention. The subject of study 1 were 371 male and female university students (68 males, 303 females). All the subjects were given two types of nail manicuring and examined reaction tendencies for the nail service. The reaction tendencies for the nail manicuring was investigated as a preliminary measure. The reaction tendencies consisted of four types: i) product perception, ii) value perception, iii) preference, iv) purchase intension. In order to show the effects of psychological characteristics on the service evaluations of nail manicuring, this study included Thinking-Feeling Type of Personality, Narcissism, Public Self-Consciousness. The results of this study were as follows : First, subject's reaction tendencies - preference, value perception, product perception - for the nail service are related with the difference in nail service type. Subjects showed more favorable for the base coating service of nail manicuring. Regression analysis revealed that value perception for the nail service were significant predictors of purchase intention. Second, the man who is more narcissistic showed higher purchase intention for the nail service. Thinking-Feeling Personality type are related with product perception of nail service. The subject of study 2 were 111 male and female customers (3 males, 108 females). Nail service was performed after measurement of the Mood survey and Positive/Negative Affect Schedule. Subsequently every subjects was asked to report their mood and affect. These results showed that there was significant difference in the affect change after nail service. This was interpreted as evidence showing the effects of nail manicuring on emotion change