가치의식에 따른 미용서비스 구매행동의 차이

• 영문명: Differences of Purchasing Behavior on Consumer Values for Hairdressing Services
• 발행기관: 한국소비문화학회
• 저자명: 강은미(Kang, Eun Mi) 오경숙(Oh, Kyung Sook) 박은주(Park, Eun Joo)
• 간행물 정보: 『소비문화연구』제13권 제1호, 81~96쪽, 전체 16쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2010.03.30

국문 초록

본연구에서는미용실을이용하는소비자들의가치의식유형에따라인구통계적특성의차이와정보원, 점포서 비스품질, 소비자만족및점포충성도의차이를살펴보았다. 미용실을방문한성인여성을대상을설문지를이 용하여자료를수집하였으며결과를요약하면다음과같다. 적극적가치지향형은20대의미혼자로전문직이많 았으며정보원은친구, 가족/경험, 대중/인쇄매체등모든정보원을적극이용하였고, 점포서비스품질은정책 서비스를제외한인적서비스, 시설서비스, 기술서비스를모두중요시하는것으로나타났다. 관계지향형은30 대의가정주부가많았으며, 정보원은다른소비자유형과비교해볼때친구, 가족/경험정보원을상대적으로 많이이용하는것으로나타났다. 점포서비스품질은인적서비스를중요시하는것으로나타났다. 쾌락지향형 은20대의기혼자, 학생이많았고, 정보원으로는대중/인쇄매체정보원을관계지향형보다상대적으로많이이 용하였으며, 점포서비스품질은다른집단에비해덜중요시하는것으로나타났다. 소비자만족은적극적가 치지향형과관계지향형이쾌락지향형보다만족하는것으로나타났으며점포충성도는소비자유형에따라차이 가나타나지않았다. 이러한연구결과로미용실을이용하는소비자들의가치의식에따라인구통계적특성, 정보원, 점포서비스품 질및소비자만족에차이가있는것으로나타나소비자들의가치의식이미용실이용시에중요한영향을미치는 변수임을알수있었다. 따라서미용실을관리하는마케터나관련종사자들은이를활용하여좀더적극적인마 케팅전략을세워야할것이다.

영문 초록

The purpose of this study was to investigate the differences of demographic characteristics, service quality, consumer satisfaction, and store loyalty on consumer values when purchasing hairdressing services. Data were obtained from 356 adult women who living in Busan. Data were analyzed by factor analysis, Cronbach’s alpha, cluster analysis, X2-test, and ANOVA using SPSS WIN 12.0. The results of the study were as follows: First. hairdressing consumers were classified by values into the Active values-oriented type, Relationshiporiented type, and Pleasure-oriented type. Information source were consisted of Friend/family/experience source and Mass/printing media source. Service quality of hairdressing shop were consisted of Personal Service, Facilities Service, Skill Service, and Policy Service. Second, purchasing behavior of hairdressing service showed the differences across consumers’ value types. Active values-oriented consumers were almost the 20s and married professional woman, more likely to use the information sources and service quality. Relationship-oriented consumers were the 30s housewives and more likely to used friend/family/experience information sources and personal service quality. Whereas pleasure-oriented consumers were almost the 20s and married students, used mass/printing media sources. Store loyalty was not differenced across consumers’ value types. The article provides potential explanations and managerial implications for the hairdressing service market.

목차

요약

Ⅰ. 서 론

Ⅱ. 이론적 배경

III. 연구방법 및 절차

Ⅳ. 결과분석 및 논의

Ⅴ. 결 론

참고문헌

Abstract

키워드

가치의식 정보원 점포 서비스 품질 소비자만족 점포충성도 Consumers’ Value Information Source Service Quality Consumer Satisfaction Store loyalty