DISC 행동유형에 따른 네일 소비인식이 소비가치 추구에 미치는 영향

• 영문명: Impact of Nail Service Consumers’ Awareness on Consumption Value Pursuit Depending on DISC Behavior Types
• 발행기관: 한국인체미용예술학회
• 저자명: 이은선 이재남
• 간행물 정보: 『한국인체미용예술학회지』제24권 제3호, 147~165쪽, 전체 19쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2023.09.20

영문 초록

Nail and beauty industry requires the approach for stable management and attraction of customers due to quantitative expansion of the industry and market competition becoming more fierce. This study aims to identify the impact of nail service consumption awareness on consumption value pursuit depending on DISC behavior types and to supply the information useful for nail and beauty industry as well as to establish the marketing strategies for sustainability and continuing growth in the nail and beauty market. Data (total 342 questionnaires) was collected from customers in 20s to 50s using nail art shops in Seoul and analyzed using SPSS WIN 20.0 statistics package program. The analysis identified the significant difference between the nail service consumption awareness and consumption value pursuit depending on DISC behavior types of consumers and the correlation between nail service consumption awareness and consumption value pursuit. Furthermore, DISC behavior types (Dominance, Influence, Steadiness, Conscientiousness) showed difference per variable and nail service consumption awareness (functionality, mentality, popularity, individuality) and consumption value pursuit (functional, social, emotional, rare). In conclusion, the analysis results of this study may help enhancing customers’ satisfaction and continuing growth of nail and beauty industry as being used for establishing the differentiated marketing strategies and custom services.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론 및 제언

참고문헌

키워드

DISC 행동유형 소비인식 네일관리 소비 가치추구 DISC Behavior Types Consumption Awareness Nail Care Consumption Value Pursuit