헤어펌의 소비자 지식과 구매동기가 소비자 만족에 미치는 영향

• 영문명: The Effect of Hair Perm of Consumer Knowledge and Purchase Motivation on Consumer Satisfaction
• 발행기관: 한국인체미용예술학회
• 저자명: 권수정(Su-Jung,Kwun) 권기한(Ki-Han,Kwon)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제23권 제2호, 123~139쪽, 전체 17쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2022.06.20

영문 초록

The purpose of this study is to identify the effect mechanism of consumer knowledge on hair perm service. For this purpose, data of 474 people were collected and analyzed on the relationship between consumer knowledge about hair perm, purchase motivation, hair perm satisfaction, and hair shop satisfaction. As a result of the analysis, first, it was found that consumer knowledge about hair perm had a significant positive (+) effect on purchase motivation. Second, purchase motivation was found to have a significant positive (+) effect on hair perm satisfaction and hair shop satisfaction. Third, it was found that consumer knowledge about hair perm had an indirect effect on hair perm satisfaction and hair shop satisfaction through purchase motivation. Based on the research results, a plan to improve consumer knowledge about hair perm and a plan to increase satisfaction with hair perm and hair salon were proposed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과 및 고찰

Ⅴ. 결론 및 제언

참고문헌

키워드

Hair Perm Consumer Knowledge Purchase Motivation Hair Perm Satisfaction Hair Sh Satisfaction