피부관리 서비스 이용자의 개인특성과 사회적 영향에 관한 구조분석

The Structure Analysis on The Effects of Individual Characteristics and Social Individual-Focused on skin care service user-

The purpose of this study is to demonstrate the effects of inclividual characteristics and social influence of the skin care service users on motives, commitment and intention. First，this study developed the inclividual characteristic of skin care users were composed of extroversion, impulse, challenge and social influence included subjective norm, visibility, social identity, and the motive of use were inclicated as usefulness and enjoyment. Second, to analyze how those factors influence the motive, commitment and intention, research models and hypothesis were set up. The results of the empirical research can be summarized as follows. First, it was found that extroversion significantly affected enjoyment, impulse significantly affected commitment, and challenge significantly affected usefulness and enjoyment. Second, it was found that subjective norm significantly affected usefulness and enjoyment, visibility significantly affected usefulness and enjoyment, and social identity significantly affected usefulness, enjoyment and commitment. Third, it was found that enjoyment significantly affected usefulness and commitment.