헤어 미용서비스 선택 시 위험지각요인이 고객 행동의도에 미치는 영향

A Study of the Effects of Risk Perception Factors on Customer Behavior in the Selection of Hair Salon Services

This study attempted to investigate customers' risk perception factors and their effects on customer behavior in the selection of hair salon services. For this, data were collected through a questionnaire survey, and a total of 267 copies were used for analysis. Then, SPSS 21.0 was used for a frequency analysis, descriptive statistics, a factor analysis, a reliability analysis, one-way ANOVA and a multiple regression analysis. As a result, the study found the following: First, fewer than half of the customers were satisfied with their current hair salon services, and many of them were not loyal and were willing to switch hair salons if possible. Second, in terms of the risk perception factors in the selection of hair salon services, the following five factors were derived; relation risk, technology risk, price risk, loss risk and follow-up risk. Third, a difference was found between risk perception and customer behavior depending on the level of their satisfaction on hair salon services and the selection criteria for the services. Lastly, it was observed that customers were more likely to change salons when the technology risk was perceived to be high while both switching and continuous behaviors were observed when the price risk was highly recognized.