미용실의 SNS 마케팅 특성이 소비자 구매의도와 추천의도에 미치는 영향 = The Influence of beauty salon SNS marketing characteristics on consumer purchase and recommendation intention

국문 초록 (Abstract)

오늘날 SNS를 이용한 마케팅은 여러 분야에 걸쳐 마케팅의 중요한 수
단 중의 하나로 인식되고 있으며, 대부분의 서비스 기업들은 SNS를 이
용한 마케팅 활동을 집중적으로 활발히 전개하고 있다. 헤어샵의 경우에
도 SNS를 이용한 마케팅 활동의 중요성이 점점 증가하고 있으며 인스
타 팔로워 10만 이상인 미용인과 뷰튜버들도 많이 탄생되어 SNS는 헤
어샵 종사자들에게도 필수 요소가 되었다. 본 연구에서는 SNS 마케팅 활
동을 효율적으로 적용하여 경영성과를 올릴 수 있는 방법과 나아가 이를 바
탕으로 뷰티 서비스를 이용하는 고객들의 니즈를 파악하여 신규 고객 활성
화 방안과 매출증대를 위한 SNS 마케팅 기초자료를 제공하는 데 목적이 있
다.
본 연구는 헤어샵의 SNS 마케팅 특성을 독립변수, 구매의도와 추천의
도를 종속변수, 구매의도를 매개변수로 연구모형을 설정하였다.
설문조사는 ㈜마크로밀 엠브레인의 패널로 등록된 전국 20∼40대 남․여
중 헤어샵 방문 전 SNS를 이용해 본 경험이 있는 패널들을 대상으로
설문을 진행하였으며, 설문지 303부 중 불성실한 설문지 32부를 제외한
271부를 최종적으로 본 연구에 사용하였다.
결과로는 첫째, 헤어샵의 SNS 마케팅 특성이 구매의도에 미치는 영향
을 검증한 결과는 접근성, 유희성, 상호작용성, 정보성의 순서로 소비자
구매의도에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났다.
둘째, 헤어샵의 SNS 마케팅 특성이 추천의도에 미치는 영향을 검증한
결과는 하위요인인 정보성은 추천의도에 영향을 미치지 못하고 있는 것
으로 분석되었고, 유희성, 접근성, 상호작용성의 순서로 추천의도에 통계
적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났다.
셋째, 헤어샵의 구매의도가 추천의도에 미치는 영향을 검증한 결과
SNS 마케팅 특성에 대한 구매의도가 높을수록 추천의도도 높아지는 것
으로 볼 수 있다.
넷째, 구매의도는 SNS 마케팅 특성의 하위요인별 정보성, 상호작용성,
유희성, 접근성과 추천의도 간의 관계를 부분매개 하는 것으로 나타났다.
이러한 결과로 헤어샵의 마케팅 도구로서 SNS 마케팅 특성이 구매의
도와 추천의도에 영향이 있는 것으로 나타났으며, SNS 마케팅 특성인
정보성, 상호작용성, 유희성, 접근성은 소비자 구매의도에 전반적인 영향
을 미치므로 분석적이고 전략적으로 활용하여 신규고객 활성화와 매출증
대를 위한 마케팅 기초자료를 제공하는데 의의가 있을 것으로 사료된다.
그러나, SNS의 각 플렛폼의 마케팅 특성을 감안하지 못하였기에, 향후
연구에서는 유튜브, 인스타, 페이스북 등의 다양한 플렛폼의 각 마케팅 특성
을 구매의도와 추천의도에 어떠한 영향력을 미치는지에 관한 후속 연구가 진행
되기를 제안한다.

다국어 초록 (Multilingual Abstract)

Today, marketing using SNS is recognized as one of the important
means of marketing in various fields, and most service companies are
intensively and actively developing marketing activities using SNS.
In the case of hair shops, the importance of marketing activities
using SNS is increasing, and many hairdressers and beauty youtubers
with more than 100,000 Instagram followers were born, so SNS
became an essential element for hair shop workers.
In this study, the purpose of this study is to provide a method to
increase business performance by effectively applying SNS marketing
activities, and furthermore, to identify the needs of customers who
use beauty services based on this, and provide social media marketing
basic data for activating new customers and increasing sales.
The research model was established by setting the SNS marketing
characteristics of hair salons as independent variables, purchase
intention and recommendation intention as dependent variables, and
purchase intention as parameters.
The survey was conducted among men and women in their 20s and
40s nationwide who were registered as a panelist of Macromill Embrain,
who had experience using SNS before visiting a hair salon. Excluding
271 copies were finally used in this study.
As a result, first, the results of examining the effect of the hairshop's
SNS marketing characteristics on purchase intention were found to have
a statistically significant positive effect on consumer purchase intention
in the order of accessibility, playfulness, interactivity, and information.
Second, as a result of examining the effect of the hair shop's SNS
marketing characteristics on recommendation intention, it was analyzed that
information quality, a sub-factor, did not affect recommendation intention. It
was found to have a statistically significant positive (+) effect on the figure.
Third, as a result of verifying the effect of hair shop purchase intention on
recommendation intention, it can be seen that the higher the purchase intention
for SNS marketing characteristics, the higher the recommendation intention.
Fourth, purchase intention was found to partially mediate the relationship
between information, interactivity, playfulness, accessibility, and recommendation
intention for each sub-factor of SNS marketing characteristics.
As a result of these results, it was found that SNS marketing
characteristics as a marketing tool for hair salons had an effect on
purchase intention and recommendation intention. It is considered to be
meaningful in providing basic marketing data for activating new customers
and increasing sales by using them analytically and strategically.
However, since the marketing characteristics of each platform of SNS
could not be taken into account, in future research, it is suggested that
research showing the influence on purchase intention and recommendation
intention by utilizing marketing characteristic factors on each platform
such as YouTube, Instagram, and Facebook should be carried out.

목차 (Table of Contents)

• Ⅰ. 서론 ··············································································································· 1
• 1. 연구의 필요성 및 목적 ············································································· 1
• 2. 연구의 구성 ································································································· 3
• Ⅱ. 이론적 배경 ································································································ 5
• 1. SNS의 개념 ······························································································ 5
• 2. SNS 마케팅 ································································································ 7
• 3. 구매의도 ····································································································· 21
• 4. 추천의도 ····································································································· 23
• 5. 국내·외 선행연구 ····················································································· 25
• Ⅲ. 연구방법······································································································ 28
• 1. 연구대상 및 연구기간 ············································································· 28
• 2. 연구모형 및 연구가설 ············································································· 29
• 3. 변수의 조작적 정의 및 설문구성 ························································· 31
• 4. 자료분석 방법 ··························································································· 35
• Ⅳ. 연구결과 ···································································································· 36
• 1. 연구대상자의 일반적 특성 ····································································· 36
• 2. 측정도구의 타당성 및 신뢰도 검증······················································· 38
• 3. 기술통계 및 상관관계 분석 ··································································· 42
• 4. 가설의 검증 ······························································································· 51
• Ⅴ. 결론 ············································································································· 69
• 1. 연구결과의 요약 ······················································································· 69
• 2. 제언 ············································································································· 71
• 참고문헌 ·········································································································· 74
• 설문지 ·············································································································· 83
• Abstract ·········································································································· 89