여성의 연령별 네일 소비행동이 관계지속성에 미치는 영향

A Study of the Effect of Consumer Behavior for Women’s Nail Fashion Regarding Relational Continuance by Age

This study aims to analyze nail fashion consumer behavior factors of women ages 20-40, examine differences in their consumer behavior and determine the effect of nail fashion consumer behavior regarding relational continuance. According to the analysis, nail fashion consumer behavior factors include aesthetic personality, psychological dependence, fashion and economic-practical factors while relational continuance includes customer service orientation, customer loyalty and expertise. According to an analysis of differences in nail fashion consumer behavior by age, a significant difference was observed in all factors of consumption behavior by age, with the highest for those in their 20s. In terms of differences between relational continuances by age, a significant difference was detected in customer service orientation only. This was also the highest for those in their 20s. According to an analysis of the effect of nail fashion consumer behavior regarding relational continuance by age. In terms of the aesthetic personality of those in their 30s, a statistically significant difference was detected in customer loyalty. In terms of the fashion of those in their 40s, on the contrary, significant differences were found in customer service orientation and customer loyalty. In other words, in terms of nail management through nail fashion consumer behavior, psychological dependence was the highest with expectations of confidence, relief of stress for a change and psychological comfort. The relational continuance in the use of a manicure boutique was closely related to customer service orientation and expertise. Because manicure boutiques consider customers’ psychological aspects by age based on the results above, it appears that they should focus more on maintaining good relationships with customers through better services from a long-term perspective.