Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Hair Salon SNS Information Characteristics on Purchase Intention, Customer Satisfaction

헤어살롱 SNS 정보특성이 구매의도, 고객만족에 미치는 영향

  • 이민영 (서경대학교 일반대학원, 미용예술학과) ;
  • 박진현 (서경대학교 미용예술대 )
  • Received : 2024.10.21
  • Accepted : 2024.11.15
  • Published : 2024.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

Consumers are acquiring information about hair salons and hairstyles through SNS. As SNS activities become more active in the hair field, this study aims to analyze how SNS information characteristics of hair salons affect purchase intention and customer satisfaction. For this study, a questionnaire was conducted on 267 adults in their 20s and 30s. Frequency analysis, factor analysis, reliability analysis, and correlation analysis were conducted to understand characteristics of respondents in this study. In addition, multiple regression analysis was conducted to examine the influence between variables. Results of this study were: 1) usefulness of SNS information characteristics did not have a positive effect on purchase intention; 2) reality of SNS information characteristics had a positive effect on purchase intention; 3) interest of SNS information characteristics had a positive effect on purchase intention; 4) usefulness of SNS information characteristics did not have a positive effect on customer satisfaction; 5) reality of SNS information characteristics had a positive effect on customer satisfaction; and 6) interest of SNS information had a positive effect on customer satisfaction. Results of this study could be used as basic data for establishing a company's marketing strategy plan to elicit purchasing behavior and attitude of consumers of hair salons through the development of SNS.

Keywords

Acknowledgement

본 연구는 2024년도 서경대학교 교내 연구비 지원에 의하여 이루어졌음.

References

  1. Ajzen, I., & Fishbein, M. (1975). A bayesian analysis of attribution processes. Psychological bulletin, 82(2), 261-277.
  2. Cho, J. (2021). Effect of service quality of franchise hair salon on customer satisfaction and brand loyalty (Unpublished doctoral dissertation). Kosin University, Busan, Korea.
  3. Cho, K., & Kim, G. (2012). Interdependent relations among characteristics of sns, customer satisfaction, and brand royalty within domestic airlines. International Journal of Tourism and Hospitality Research, 27(3), 357-374. Retrieved from https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001692237
  4. Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
  5. Gil, B. (2019). A study of impact of skin beauty related sns characteristics to consumer attitude and purchase intention (Unpublished master's thesis). Honam University, Gwangju, Korea.
  6. Grewal, R., Cline, T., & Davies, A. (2003). Early entrant advantage, word of mouth communication, brand similarity, and the consumer decision-marketing process. Journal of Consumer Psychology, 13(3), 187-197.
  7. Han, B. (2023). On-line promotion research on consumer attitudes of hair salon visitors: Focusing on sns information characteristics, sns usage status, and sns usage status (Unpublished master's thesis). Namseoul University, Cheonan, Korea.
  8. Herbig, P., & Milewicz, J. (1995). The relationship of reputation and credibility to brand success. Journal of consumer marketing, 12(4), 5-11.
  9. Jang, Y. (2023). Relationship between beauty salon relationship marketing and hair designer trust, customer satisfaction and word of mouth intention (Unpublished doctoral dissertation). Seokyung University, Seoul, Korea.
  10. Jeon, M. (2023). The effect of sns characteristics on purchase intention: The mediating role of brand equity. Culture and Convergence, 45(5), 1007-1018. Retrieved from https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002961096 1096
  11. Joo, Y., & Shin, S. (2014). A study on acquisition of information by the internet and mass media and the satisfaction of media based on the job characteristics of the make-up artists. Asian Journal of Beauty and Cosmetology, 12(3), 391-402. Retrieved from https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001894791
  12. Jung, J. (2022). Effect of instagram characteristics on hair beauty content recognition, satisfaction, and behavioral intention (Unpublished master's thesis). Seokyung University, Seoul, Korea.
  13. Kang, H., & Park, E. (2023). The effect of sns marketing characteristics of hair salons on brand image and emotional bonding. Jounal of The Korean Society of cosmetology, 29(6), 1526-1536. doi: 10.52660/JKSC.2023.29.6.1526
  14. Kang, S., & Yoon, H. (2020). The effect of sns marketing attributes of convenience corporate on purchase intention and purchase satisfaction of convenience store consumer. The Journal of the Korea Contents Association, 20(2), 405-415. doi: 10.5392/JKCA.2020.20.02.405
  15. Kim, B. (2022). The influence of beauty salon sns marketing characteristics on consumer purchase and recommendation intention (Unpublished master's thesis). Tongmyong University, Busan, Korea.
  16. Kim, B., Gui, Q., & Park, J. (2017). Characteristics of social network service (sns) on brand equity and consumers' purchase intention : Focusing on a chinese case. Journal of Information Technology Applications & Management, 24(2), 1-12. doi: 10.21219/jitam.2017.24.2.001
  17. Kim, E. & Lim, K. (2023). A study on the effect of airline sns marketing characteristics on customer satisfaction, brand attitude, and brand loyalty: Focusing on the sor model. International Journal of Tourism and Hospitality Research, 37(6), 127-142. doi: 10.21298/IJTHR.2023.6.37.6.127
  18. Kim, G. (2024). The influence of sns information characteristics on image, reliability, and customer satisfaction in dessert cafes: The moderating effect of sns types (Unpublished master's thesis). Gwangju University, Gwangju, Korea.
  19. Kim, H., & Jung, H. (2021). Effects of sns's characteristics of coffee shops on customer satisfaction and purchasing intention. Culinary Science & Hospitality Research, 27(5), 84-93. doi: 10.20878/cshr.2021.27.5.009
  20. Kim, H., & Sohn, S. (2010). The effect of utilizing starmarketing on ad attitude, brand attitude and purchasing Intentions : In the daemyung resort vivaldi park. International Journal of Tourism Management and Sciences, 25(2), 229-251. Retrieved from https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001458520
  21. Kim, J., Kim, J., & Shin, H. (2023). A study on the effects of perceived value, customer satisfaction, behavioral intention on sns marketing activities of low-cost airlines. Korean Journal of Hospitality and Tourism, 32(2), 143-160. doi: 10.24992/KJHT.2023.4.32.02.143
  22. Kim, N., & Jin. Y. (2023). Effect of sole proprietor hair salon's sns information characteristics on consumer attitude and purchasing behavior. Korean Beauty Society, 29(1), 67-76. doi: 10.52660/JKSC.2023.29.1.67
  23. Li, R., & Park, J. (2021). The effect of hotel sns characteristics on hotel image and customer satisfaction. Journal of Tourism and Leisure Research, 33(9), 203-220. doi: 10.31336/JTLR.2021.9.33.9.203
  24. Lee, C. (2020). A study on the relationship between complex culture space and regional development focused on customer satisfaction (Unpublished master's thesis). Dong-A University, Busan, Korea.
  25. Lee, H. (2017). The relationship among the information characteristics, information acceptance attitude, repurchase intention of beauty service through sns (Unpublished master's thesis). Seokyung University, Seoul, Korea.
  26. Lee, S. (2021). The effect of sns characteristics of restaurant companies on commitment, trust and purchase intention. Journal of Tourism and Leisure Research, 33(10), 181-200. doi: 10.31336/JTLR.2021.10.33.10.181
  27. Nam, H., & Jin, Y. (2021). The effect of hairdresser's job crafting on customer orientation and work performance. Journal of Korean Beauty Societ, 27(6), 1427-1436. doi: 10.52660/JKSC.2021.27.6.1427
  28. Oh, M., & Kim, I. (2014). The effect of consumer attitude toward fashion products on sns's characteristics to purchase intention and on-line word of mouth. Journal of Fashion Design, 14(1), 101-120. Retrieved from https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001860644
  29. Oh, S. (2021). The effect of hair service sns information characteristics on consumer attitude and behavioral intention: SNS use experience modulating. (Unpublished master's thesis). Seokyung University, Seoul, Korea.
  30. Oliver, R. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57, 25-48.
  31. Park, D. (2019). The hairstyle trend found in instagram (Unpublished master's thesis). Konkuk University, Seoul, Korea.
  32. Park, K. (2020). The effects of information characteristics of agricultural product in mobile shopping on purchase intentions : Focused on the mediating effect of consumer attitude and moderating effects of sns wom-behavior (Unpublished doctoral dissertation). Hoseo University, Seoul, Korea.
  33. Richardson, V. (1996). The role of attitudes and beliefs in learning to teach. Handbook of Research on Teacher Education, 2, 273-290.
  34. Rogers, C. (1995). On becoming a person: A therapist's view of psychotherapy. Houghton Mifflin Harcour, Boston: HMH Education Company.
  35. Ryu, S. (2024). The effect of hair salon sns information characteristics on immersion, consumer decision making : Focusing on the mediating effect of the brand image (Unpublished master's thesis). Seokyung University, Seoul, Korea.
  36. Song, D. (2019). Effects of sns marketing on brand image and purchase intention in hair shops (Unpublished master's thesis). Nambu University, Gwangju, Korea.
  37. Walther, J. (1992). Interpersonal effects in computer-mediated interaction: A relational perspective. Communication Research. 19(1). 52-90.
  38. Westbrook, R., & Newman, J. (1978). An analysis of shopper dissatisfaction for major household appliances. Journal of Marketing Research, 456-466.
  39. Ryu, S., & Yang, E. (2024). The effect of sns information characteristics of hair salon on trust and purchase intention. Journal of Beauty Art Management, 18(6), 1-16. doi: 0.22649/JBAM.2024.18.6.1 major household appliances. Journal of Marketing Research, 456-466. https://doi.org/10.22649/JBAM.2024.18.6.1majorhousehold
  40. You, S. (2018). The study of the effect of the characteristics of social media marketing of open market retailers on market orientation and consumer satisfaction (Unpublished master's thesis). Chung-Ang University, Seoul, Korea.