일반피부관리시설과 메디컬피부관리시설 선택에 대한 영향요인 분석

A Study of Factors which Have Influence on the Selection of General Skincare Facilities and Medical Skincare Institutes -Focusing on the results of a survey of college student perception-

This study has aimed to investigate the factors which influence college student choice of skin care stores and establish a marketing strategy for these kinds of businesses. For empirical analysis, factors that have a significant influence in selecting a skin-care store have been examined using a logistic regression, focusing on the following five factors: ① facility environment, ② accessibility, ③ convenience, ④ human resources and ⑤ price. According to the empirical analysis, among the five factors, facility environment, human resources and price had a significant impact on determining the target facilities. In addition, a marketing strategy that is based on the results of the analysis has been proposed.