뷰티왁싱 요법에 대한 추구혜택이 재이용의도에 미치는 영향 = The Effect of Pursuit Benefit of Beauty Waxing on Reuse Intention

다국어 초록 (Multilingual Abstract)

The aim of the study is to investigate the effect of the benefit of soft waxing, hard waxing, and sugaring waxing on intention to reuse in Korean adults, and to provide useful information to people who are new to waxing. As a research method, from May 1, 2019 to August 30 (17 weeks), we surveyed 422 subjects between 10 and 40 years old who lived in Busan and Yeongnam area and experienced waxing. In statistical analysis, Cronbach's alpha was calculated for reliability test, and Chi-squared test, independent t-test, correlation analysis and linear regression analysis were used. Multiple responses were analyzed using multiple response test. In the result of the effect of waxing benefit on intention to reuse, there was a significant positive correlation of waxing seeking score by body part, total waxing benefit score(r=0.389, p<0.001), and total score of intention to reuse (r=0.214, p>0.001) with intention to reuse. There was also a significant positive correlation between waxing benefit by body part and intention to reuse, except arms and legs. In the result of the effect of waxing benefit on intention to reuse, face waxing (β=0.106, p<0.001), Brazilian waxing (β=0.221, p<0.001) and total waxing benefit score (β=0.321, p<0.001) had a significant effect on intention to reuse. In the present study, awareness of sugaring waxing was low but favor and intention to reuse were strong, and the subjects sought sugaring waxing for sensitive body parts. Thus, would provide useful information for consumers new to waxing, and also basic information for studies on waxing.

참고문헌 (Reference)

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