SNS의 관계특성과 review의 신뢰도가 미용실 선택의도에 미치는 영향 = Effects of SNS Relation Characteristics and Review Reliability on Beauty Salon Selection

국문 초록 (Abstract)

SNS는 IT(Information and Technology)의 발전과 연계되어, 시공을
초월하여 개인 간 소통의 도구로 일상화 되어있다. 또한 SNS는 개인을
넘어 집단, 사회 내의 행위자(Actor)를 상호연결 시키는 플랫폼으로서
산업, 기업 등 비즈니스 마케팅의 필수불가결한 역할을 담당하고 있다.
재화와 용역의 제공자 관점에서 SNS는 이미 가장 효율적이고, 반응성이
뛰어난 마케팅 채널이다.
뷰티 관련 정보를 얻을 수 있는 SNS가 다양해져 소비자들이 뷰티서비
스에 관해 활용할 수 있는 폭이 넓어졌다. 정보가 많아질수록 소비자들
은 선택의 불확실성을 줄이기 위해 review를 많이 활용한다. 특히 미용
실과 같은 서비스는 선 경험자의 이용정보, 만족도 그리고 경험자의 추
천의 소통이 이루어지는 SNS에서의 review에 대한 소비자의 신뢰도가
가장 높다.
본 연구의 목적은 SNS에서의 행위자 관계특성인 사회적 연결감과 반
응성이 review의 신뢰도에 미치는 영향을 분석하고, review의 신뢰도가
미용실 선택 및 예약의도에 미치는 영향을 확인함으로써 미용실 비즈니
스의 효과적 SNS 마케팅을 위한 시사점을 제공하기 위함이다. SNS의
사회적 연결감과 반응성, review의 신뢰도를 독립변수로서, 미용실 선택
및 예약의도를 종속변수로 설정한 연구 모형을 토대로 가설을 검증했다.
가설검증을 통해 도출된 결과는, 첫째, SNS에서 느끼는 사회적 연결감
이 높을수록 review의 신뢰도도 높아지는 것으로 나타났다. 둘째, SNS
에서 반응성이 높을수록 review의 신뢰도도 높아지는 것으로 나타났다.
셋째, review의 신뢰도가 높을수록 미용실 선택 및 예약의도도 높아지는
것으로 나타났다.
본 연구는 SNS 내의 정보 발신자와 정보 수신자의 사회적 연결감과
반응성이 review의 신뢰도에 긍정의 영향을 미치고, review의 신뢰도가
높을수록 미용실 선택 및 예약의도를 높임을 확인하였다. 따라서 게시된
review를 미용실의 관리자, 디자이너들이 지속적으로 모니터링하며 관리
해나가는 것이 소비자의 긍정적 반응성을 높여준다는 점을 시사한다.

다국어 초록 (Multilingual Abstract)

In connection with the development of IT (Information and
Technology), SNS has become a daily tool for communication
between individuals, transcending time and space. In addition, as a
platform that interconnects actors in groups and society beyond
individuals, SNS plays an essential role in business marketing such
as industries and companies. From the point of view of providers of
goods and services, SNS is already the most efficient and responsive
marketing channel.
With the diversification of SNS where beauty-related information
can be obtained, the range that consumers can utilize regarding
beauty services has expanded. As more information becomes
available, consumers use reviews more to reduce uncertainty in their
choices. In particular, for services such as hairdressing salons,
consumers have the highest level of trust in reviews on SNS, where
user information, satisfaction, and recommendations from experienced
users are communicated.
The purpose of this study is to analyze the effect of social
connectedness and responsiveness, which are the characteristics of the
actor relationship in SNS (Social Network Service), on the reliability
of the review, and to check the effect of the reliability of the review
on the choice of beauty salon. Through this, it was intended to
provide implications for effective SNS marketing of the beauty salon
business. The hypothesis was tested based on a research model in
which the social connectedness and responsiveness of SNS and the
reliability of review were set as independent variables and beauty
salon choice intention as the dependent variable.
As a result of hypothesis testing, first, the higher the social
connectedness felt on SNS, the higher the reliability of the review.
Second, the higher the responsiveness in SNS, the higher the
reliability of the review. Third, it was found that the higher the
reliability of the review, the higher the beauty salon choice intention.
This study confirmed that the social connectedness and
responsiveness of information receivers in SNS had a positive effect
on the reliability of the review, and that the higher the reliability of
the review, the higher the intention to choose a beauty salon.
Therefore, it suggests that the continuous monitoring and
management of the posted review by the beauty salon 's managers
and designers increases the positive reactivity of consumers.

목차 (Table of Contents)

• Ⅰ. 서론 ··············································································································· 1
• 1. 연구의 배경 및 목적 ················································································· 1
• 2. 연구의 방법 및 구성 ················································································· 5
• Ⅱ. 이론적 배경 ································································································ 8
• 1. SNS의 개념연구 ························································································ 8
• 2. SNS의 관계특성 ······················································································ 16
• 3. Review ········································································································· 19
• 4. Review의 신뢰도 ························································································· 21
• 5. 선택 및 예약의도 ····················································································· 23
• Ⅲ. 연구방법······································································································ 25
• 1. 연구모형 ····································································································· 25
• 2. 연구가설의 설정 ······················································································· 26
• 3. 변수의 조작적 정의 및 설문구성 ························································· 31
• 4. 자료수집 절차 및 분석방법 ··································································· 33
• Ⅳ. 연구 결과 ·································································································· 35
• 1. 연구대상자의 일반적 특성 ····································································· 35
• 2. 측정도구의 타당성 및 신뢰도 검증······················································· 36
• 3. 기술통계 및 상관관계 분석 ··································································· 40
• 4. 가설의 검증 ······························································································· 41
• Ⅴ. 결론 ············································································································· 47
• 1. 연구결과의 요약 ······················································································· 47
• 2. 연구의 시사점 ··························································································· 48
• 3. 연구의 한계점 및 향후 연구방향 ························································· 49
• 참고문헌 ·········································································································· 50
• 설문지 ·············································································································· 56
• Abstract ·········································································································· 61