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변종훈 ( Byeon Jong Hun ),우미옥 ( Woo Mi Ock ) 대한미용학회(구 대한미용과학회) 2021 대한미용학회지 Vol.17 No.1
The present study aimed to examine the effects of SNS information quality on barbershop selection attributes, and to this end, a survey was conducted targeting men in the age range 10-50yrs who have experience in using a barbershop. For statistical analysis, SPSS 23.0 and Jamovi 1.1.9.0 programs were applied, whereas for reliability test, Cronbach's α coefficient was used. To check correlation between the variables, both Pearson’s correlation and multiple regression analyses were executed. Results, with respect to demographic characteristics, revealed that the highest percentage was shown by the subjects in the age range 20-30 yrs, the unmarried with respect to marital status, and graduation from university in regard to academic background. Next, SNS information quality showed significant effects on the usefulness and informativity. Furthermore, the SNS information quality also had effects on the reliability and interactivity. To conclude, when the usefulness and informativity are higher, the human factor also becomes higher. When the reliability and interactivity are higher, the image factor becomes higher. Therefore, the barbershop operators should have some strategies to emotionally approach their customers along with fully reflecting the items to be more highlighted.