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뷰티콘텐츠 숏폼(short-form)의 소비심리가 몰입 및 행동의도에 미치는 영향
손진숙,양은진 한국미용예술경영학회 2023 미용예술경영연구 Vol.17 No.2
This study investigated the effect of consumption psychology of beauty content short-form users on immersion and behavioral intention. The purpose of this study is to help with production and marketing of advertising videos. A preliminary survey was conducted on 70 people through online and offline surveys, and 350 questionnaires were collected. A total of 315 questionnaires, excluding 35 questionnaires with insincere responses, were finally used for statistical analysis. The collected data were subjected to frequency analysis, multiple response analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, and 3-step parametric regression analysis using the SPSS 25.0 program. As a result of the analysis, it was found that the consumption psychology of beauty content short form had a positive (+) effect on immersion and behavioral intention, and immersion had a positive (+) effect on behavioral intention. In addition, it was found that there was a partial mediation in the relationship between consumer psychology and behavioral intention. Therefore, when producing short-form beauty content, it is important to find videos with high number of ‘views’ and ‘likes’ of viewers and produce videos that understand consumer sentiment. The characteristics of the videos with high consumer interest (awareness of others, information base, trend orientation, etc.) are selected, and based on this, only the key contents are selected, and series videos with high usefulness in a short time, Q&A videos that solve consumers’ curiosity, and super-speed self By producing videos such as styling videos, consumers can easily follow after watching the video, and producing videos with messages such as cover videos such as challenge videos with high playability that consumers can enjoy will positively respond to viewers. will be able to induce. In addition, it is considered that if viewers’ online immersion increases due to this, it will lead to consumption behaviors such as offline visits and product purchases, which will help increase sales.
미용실 예약시스템 품질이 고객불만족과 추천행동에 미치는 영향
손진숙,양은진 한국미용예술경영학회 2022 미용예술경영연구 Vol.16 No.1
The development of the mobile platform market has led to the development of the beauty salon reservation system. Accordingly, customers made reservations for beauty salons using various platform services. Research on customer dissatisfaction was conducted based on the efficiency, information provision, and convenience provided by the platform. This study aims to improve the quality of the reservation system by analyzing the effect of the quality of the beauty salon reservation system on customer dissatisfaction and likelihood of recommendation, and to provide it as basic data for customer management. This study analyzed 495 men and women in their teens and 50s using the beauty salon reservation system using the SPSS ver. 21.0 program. As a result of the study, customer dissatisfaction decreased when efficiency, information provision, and convenience increased. In addition, it can be seen that as customer dissatisfaction increases, recommendation behavior decreases. Based on the research results, it is considered necessary to develop programs that increase the convenience of the reservation system through continuous monitoring, such as finding ways to increase user convenience and simplifying the reservation system in collaboration with platform companies.
미용업종사자의 근무환경이 직무만족, 삶의 질에 미치는 영향
손진숙,양은진 한국미용학회 2019 한국미용학회지 Vol.25 No.4
As the beauty industry grows and develops, professional self-concepts of beauty workers have increased, but it is difficult to say that the quality of life has improved significantly compared to the past when working conditions such as working hours and wages were poor. This study is designed to study job satisfaction and quality of life according to the work environment of hairdressers, provide basic data for internal marketing while providing academic materials. A total of 264 of the survey materials distributed online and offline to hairdressers across the country were used to analyze the data. The collected data were used for frequency analysis, factor analysis, reliability analysis, t-test, one way ANOVA, and multiple return analysis using the SPSS v. 21.0 statistical package program. Studies have shown the working environment was found to be fairness, working hours, welfare environment and fairness. Job satisfaction was shown to be a level of personal satisfaction and satisfaction with the work environment. This study shows the limits to which working conditions have been studied without considering differences in work areas. We hope that a follow-up investigation will be carried out to supplement this. In addition to the variables of the study, suggest that research for psychological health, such as self-esteem and emotional fatigue, should be done.