SNS를 통한 뷰티서비스의 정보수용태도가 이용만족과 재구매 의도에 미치는 영향

• 영문명: A Study on the Effects of Information Acceptance Attitude of Beauty Services on User Satisfaction and Repurchase Intention through SNS
• 발행기관: 한국인체미용예술학회
• 저자명: 손지연(Ji-Yeon Son)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제19권 제2호, 7~22쪽, 전체 16쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

This study attempted to determine the effects of Information Acceptance Attitude of Beauty Services on User Satisfaction and Repurchase Intention through social media. For this, a reliability analysis and factor analysis were performed with 330 customers and correlations among the factors were examined. The study results found the following: First, regarding subjects’ general characteristics, ‘20s’, ‘3 hours or more’ and ‘Facebook’ were the highest in terms of age, average daily time spent on social media and frequently used sites, respectively. When asked what satisfied them when they visited a salon after reading comments on social media, ‘stylist’s skill’ was the highest with 38.1%. In terms of the reasons for dissatisfaction, ‘price (32.1%)’ was most responded. Second, according to factor analysis, social media information acceptance attitude items were divided into three categories: word-of-mouth sharing, word-of-mouth acceptance and word-of-mouth diffusion. In addition, service satisfaction items were categorized into service satisfaction and environment satisfaction. Third, in terms of the effects of social media information acceptance attitudes on service/environment satisfaction, respondents were more satisfied with services as word-of-mouth sharing, word-of-mouth acceptance and word-of-mouth diffusion increased. At the same time, another word of mouth recommendation is made, which itself spreads. Therefore, businesses need to realize the importance of social media.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구의 방법 및 절차

Ⅳ. 분석 결과

Ⅴ. 결론

키워드

SNS(Social Network System) Beauty service(뷰티서비스) Information Acceptance Attitude(정보수용태도) User Satisfaction(이용만족) Repurchase Intention(재구매 의도)