외모관심도에 따른 모발 클리닉 서비스 구매 인식과 신뢰형성에 관한 연구

다국어 초록 (Multilingual Abstract)

ABSTRACT

A study on the recognition of purchasing hair clinic service and building up its trust according to growing interest in appearances

Yong - Jae Kim
Dept. of Beauty Art,
Seokyeong University
Graduate School

In the appearance-oriented societal ambiance, the growing interest in appearances has been changed and developed into a variety of forms by modern women who are living in the information age. As the effort to improve one‘s appearance and external beauty is tirelessly increasing, the increase in a behavioral pattern of searching for the information about hair-care skill and caring the state of hair is observed.
This study aims to empirically investigate how women’s growing interest in appearances affect the recognition of purchasing hair clinic service and building up its trust, provide preliminary data about hair clinics, and help establish an efficient marketing strategy in relation with hair-care service by swiftly figuring out the status of using hair clinic service going with the interest in appearance.
The subjects of the research are women, who reside in Seoul, Gyeonggi-do and Incheon, in their 20s to 50s. Among 660, total of 615 copies of the survey, which was gathered from July 20, 2013 to August 16, 2013, was used in analysis. Then, frequency analysis, analysis on primary factor, reliability analysis and multiple regression analysis were employed to analyze the gathered data using SPSS 20.0. The followings are the results of the analysis.
First of all, looking into the population of the survey, women aged 20 to 39 outnumbered other age groups. In terms of occupation, housewife and office worker in order marked high. In the order of high school graduate, vocational college student/graduate and college student/graduate and with the income of 1 million won to 3 million won below, people visit beauty salons to get hair clinic service in accordance with the interest of external beauty.
Secondly, according to the level of interest in appearances, the effect of the interest in appearance on the recognition of hair clinic service and the influence of the interest in external beauty on building up its trust after purchasing hair clinic service, the higher the interest in appearances, the more the active trials of caring appearance behavior are to be recognized. Amongst several types of beauty-care behavior, fashion, make-up, hair and body shape management help to form trust of hair clinic service and product; body shape management is chosen that has the greatest impact on building up trust.
Next, in consequence of identifying the status of taking hair clinic service, people tend to get hair clinic service after having dyed, a perm and straightened, yet they are not inclined to take hair clinic service with no such abovementioned treatments. It is shown that a number of the subjects take a hair clinic service for less than 3 months with the cost of 30 thousand won to 50 thousand won; the cost of 30 to 50 thousand won of getting the service, the average length of 30 minutes to less than 1 hour of taking it and the frequency of once in 3 months are considered reasonable. The most reason of receiving the service is because of damaged hair caused by dyeing and a perm. The selection standard to decide whether or not to take the service is for the betterment of hair condition, and it is also influenced by the consultation with an expert.
Fourth, it is revealed that the power of explanation of the value of the service got 24.4% and of the product marked 19.4% in elevating the level of the recognition of hair clinic service. In accordance with the interest in appearances, the importance of getting hair clinic service is known in public, but people are not so well aware of the significance of using hair products in taking hair clinic service. Also, after purchasing hair clinic service, the result of figuring out the influence of the recognition of hair clinic service on the construction of trust showed a direct relationship between ‘the value of service’ and ‘the value of beauty’ and satisfaction and an indirect relationship between ‘the value of product’ and satisfaction, and the level of satisfaction are 35.8% explained by the three aforementioned variables. Therefore, as the effects of the variables on the factor, word of mouth intention, were studied, the power of explanation with 22.3% marked the most influential factor. It is also known that word of mouth intention becomes more active as the value of the three variables get higher. In particular, the more the interest towards word of mouth intention, the higher the value of service. Reflecting on the fact that the power of explanation got the highest mark, 28.1%, in consideration of the impact on the intent of reusing the value of beauty, the higher the value of beauty, the more reason of practicing word of mouth intention. As a result of looking into the effect of the satisfaction with hair clinic service on word of mouth intention and re-taking intent of the service, the more number of causes of satisfaction, the higher tendency of re-taking the service based on the finding that word of mouth intention got 44.0% that is influenced by the level of satisfaction, and the power of explanation got 49.6% in influencing the intent of re-taking the service. Particularly saying, the higher the intent of re-taking the service, the higher the level of satisfaction with it.
The outcome of the study has a significant meaning in providing data that may help recognize the major customers, women, as the interest in caring for hair condition gets high and understand about women’s recognition of getting hair clinic service as well as the construction of trust towards the service. Furthermore, it emphasizes the necessity of hair clinic service, leads to the posi

목차 (Table of Contents)

• 목 차
• 국문 요약 ⅶ
• Ⅰ. 서론 1
• 1. 연구의 필요성 및 목적 1
• 2. 연구문제 4
• 3. 연구범위 및 구성 6
• Ⅱ. 이론적 배경 7
• 1. 외모관심도 7
• 2. 모발 클리닉 서비스 10
• 1) 모발 클리닉 서비스 10
• 2) 모발 클리닉 정의 10
• 3) 모발 클리닉의 종류 12
• 4) 모발 클리닉의 구성 성분 15
• 5) 모발 클리닉 제품 사용법 16
• 6) 모발 클리닉 시장 동향 18
• 3. 모발 클리닉 제품 구매 인식과 신뢰형성 26
• 1) 소비자 구매 26
• 2) 고객만족의 개념 27
• 3) 제품 구매 29
• 4) 구전효과 30
• Ⅲ. 연구방법 및 절차 32
• 1. 연구의 모형 32
• 2. 조사대상 및 자료수집 33
• 3. 설문지의 구성 34
• 4. 자료처리 및 방법 37
• Ⅳ. 연구결과 및 고찰 38
• 1. 조사대상의 일반적 특성 38
• 2. 조사대상자의 외모관심의 차원 40
• 3. 조사대상의 모발 클리닉 서비스 이용실태 및 인식의 차원 43
• (1) 모발 클리닉 서비스의 이용 동기와 선택기준 46
• (2) 모발 클리닉 서비스에 대한 인식의 차원 48
• 4. 모발 클리닉 서비스 인식이 모발 클리닉 서비스 구매 후 신뢰 형 성에 미치는 영향 50
• 5. 외모관심이 모발 클리닉 서비스 인식과 서비스 구매 후 신뢰형성 (만족도, 구전의도, 재이용의도)에 미치는 영향 52
• (1) 외모 관심이 모발 클리닉 서비스 인식에 미치는 영향 52
• (2) 외모 관심이 모발 클리닉 서비스 구매 후 신뢰 형성에 미치는
• 영향 54
• 6. 모발 클리닉 서비스 만족도가 구전의도와 재이용의도에 미치는 영향 57
• 7. 모발 클리닉 제품 사용 실태 58
• 1) 모발 클리닉 제품의 이용 실태 58
• 2) 모발 클리닉 제품의 이용 동기와 선택 기준 61
• 3) 모발 클리닉 제품에 대한 만족도와 차원 63
• 4) 외모 관심이 모발 클리닉 제품 구매 후 신뢰 형성에 미치는 영 향 66
• 5) 모발 클리닉 제품 만족도가 구전의도와 재이용의도에 미치는 영향 69
• Ⅴ. 결론 및 제언 72
• 참고문헌 76
• 부 록 80
• ABSTRACT 91
• 감사의 글