헤어뷰티샵 고객의 소비성향이 관계몰입 및 관계지속의도에 미치는 영향

• 영문명: The Impact of Consumption Propensity on Relationship Commitment and Relationship Continuity Intention among Hair Beauty Salon Customers
• 발행기관: 한국인체미용예술학회
• 저자명: 장지연(Ji-Yeon Jang)
• 간행물 정보: 『한국인체미용예술학회지』제25권 제3호, 267~282쪽, 전체 16쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2024.09.20

국문 초록

This study aimed to evaluate the consumption tendencies of hair beauty salon customers and examine how these tendencies impact their commitment to the salon and their intention to continue the relationship. The findings indicated the following: Propensities characterized by loyalty to the salon (p<0.001), pursuit of brand (p<0.01), and trend orientation (p<0.01) significantly enhanced relationship commitment. Conversely, impulse buying (p<0.05) showed a negative effect on relationship commitment. Specifically, strong loyalty to the salon (p<0.001), a preference for specific brands (p<0.01), and trend orientation (p<0.01) were positively associated with the intention to continue the relationship, while a tendency to search for alternatives (p<0.001) and impulsive buying (p<0.05) had a negative impact. Additionally, relationship commitment significantly influenced the intention to maintain the relationship over time. These results confirm that higher levels of salon loyalty, trend orientation, or brand preference correlate with greater relationship commitment and intention to maintain relationships.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구내용 및 방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론

참고문헌

키워드

소비성향 헤어뷰티샵 관계몰입 관계지속의도 Consumption Propensity Hair Beauty Salon Relational Commitment Relationship Continuity Intention