미용 서비스 가격표시제도 의무화가 신뢰도 및 재방문 의도에 미치는 영향

• 영문명: The Effect of Mandatory Beauty Service Price Indication System on Reliability and Revisit Intention
• 발행기관: 한국인체미용예술학회
• 저자명: 김경원(Kyung-Wong Kim) 권오혁(Oh-Hyeok Kwon)
• 간행물 정보: 『한국인체미용예술학회지』제26권 제1호, 35~50쪽, 전체 16쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2025.03.20

국문 초록

This study aimed to investigate how the open price system impacts customer trust and revisit intention, confirming its positive influence on consumer behavior and providing useful insights for the broader beauty industry. A survey was conducted with 320 consumers who had experienced the open price system, with 311 responses selected for final analysis. The survey included 25 items on a 5-point Likert scale, and the data were analyzed using SPSS 26.0, which involved frequency analysis, exploratory factor analysis, Cronbach’s alpha, and multiple regression analysis. The findings are as follows: In terms of customer trust, the open price system positively influenced consumer trust. When analyzing the relationship between trust and revisit intention, with trust as the independent variable and revisit intention as the dependent variable, the results showed that trust had a positive impact on revisit intention. Additionally, the open price system was found to have a direct positive effect on revisit intention. The mediating effect of trust was confirmed, showing that trust played a statistically significant and positive mediating role in the relationship between the open price system and revisit intention. Even when trust was controlled, the regression coefficient for the open price system remained significant, indicating that this mediating effect was partial. This study suggests that beauty service providers can enhance consumer trust and satisfaction, as well as improve revisit rates, through transparent pricing policies. The research confirms the positive impact of price fairness on consumer behavior, providing valuable insights for improving the competitiveness of the beauty service industry. In conclusion, it has been proven that trust partially mediates the relationship between the open price system and revisit intention, thereby positively influencing revisit intention.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론

참고문헌

키워드

미용 서비스 가격 표시제도 재방문 의도 신뢰도 The price-marking system for beauty services The intention to revisit Reliability