성인 여성의 웰니스가 미용소비 행동의도에 미치는 영향 연구

• 영문명: The effect of adult women's perception of wellness on their beauty consumption behavioral intentions: Verification of the moderating effect of customer trust and price fairnesshe
• 발행기관: 한국인체미용예술학회
• 저자명: 강희선 김민정
• 간행물 정보: 『한국인체미용예술학회지』제24권 제1호, 191~205쪽, 전체 15쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2023.03.20

영문 초록

This study attempted to confirm the moderating effect of customer trust and price fairness with the aim of providing basic data necessary for the development of scalability in the wellness industry beauty field. For this, A survey of 323 Korean adult women in their 20s to 60s who are sensitive to trends was conducted, and the results of analysis using SPSS.26 are as follows: First, wellness had an influence on beauty consumption behavior intention with statistical significance. Second, concerning the moderating effects of customer trust in wellness-beauty consumption behavior intention relationships, when the independent variable ‘wellness’ was controlled, customer trust had a statistically significant influence on beauty consumption behavior intention. When wellness was involved, however, such moderating effects were not found. Third, when wellness was controlled in wellness-beauty consumption behavior intention relationships, the moderating effects of price fairness had a significant effect on beauty consumption behavior intention. However, when wellness was involved, such moderating effects were not observed. Therefore, since customer trust and price fairness are already reflected on wellness-oriented consumption behavior, the intervention of moderating variables could be deemed unnecessary. In other words, those with a high perception of wellness might choose wellness products and services as long as they are good regardless of which company has manufactured and provided them.

목차

Ⅰ. 서론

Ⅱ. 연구 방법

Ⅲ. 실증분석

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

웰니스 미용소비 행동의도 고객신뢰 가격 공정성 Wellness Beauty Consumption Intention of Action Customer Trust Pricing Fairness