Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Word-of-Mouth Information on Visiting Intention of Hairshop Customers

헤어샵 이용 소비자의 구전정보가 방문의도에 미치는 영향

  • Hwang, Yeon-Soon (Dept. of Beauty Coordination, Choonhae College) ;
  • Ku, Yang-Suk (Dept. of Clothing & Textiles, Kyungpook National University)
  • 황연순 (춘해대학 뷰티코디네이션과) ;
  • 구양숙 (경북대학교 의류학과)
  • Received : 2005.02.23
  • Published : 2005.04.30
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Abstract

The purpose of this study was to investigate the infiluence of positive and negative word-of-mouth informations on visiting intention of hairshop customers. Data were collected from 342 adult females and analyzed by using frequencies, factor analysis and regression utilizing SPSS/PC+. The results showed that positive word-of-mouth informations such as shop employees' skill/attitudes, physical benefit, comfortable facilities, time saving/consistent service, kindness and rational price had influence on the visiting intention of hairshop customers. The negative word-of-mouth informations that consumers had experienced using hairshop were categorized as untrustworthy face-to-face customer management, non-customer service oriented mind, and unskilled employees/inefficient hairshop environment. The negative word-of-mouth informations had no effect on the visiting intention.

Keywords

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