SNS를 통한 뷰티서비스의 정보수용태도가 이용만족과 재구매 의도에 미치는 영향

A Study on the Effects of Information Acceptance Attitude of Beauty Services on User Satisfaction and Repurchase Intention through SNS

This study attempted to determine the effects of Information Acceptance Attitude of Beauty Services on User Satisfaction and Repurchase Intention through social media. For this, a reliability analysis and factor analysis were performed with 330 customers and correlations among the factors were examined. The study results found the following: First, regarding subjects’ general characteristics, ‘20s’, ‘3 hours or more’ and ‘Facebook’ were the highest in terms of age, average daily time spent on social media and frequently used sites, respectively. When asked what satisfied them when they visited a salon after reading comments on social media, ‘stylist’s skill’ was the highest with 38.1%. In terms of the reasons for dissatisfaction, ‘price (32.1%)’ was most responded. Second, according to factor analysis, social media information acceptance attitude items were divided into three categories: word-of-mouth sharing, word-of-mouth acceptance and word-of-mouth diffusion. In addition, service satisfaction items were categorized into service satisfaction and environment satisfaction. Third, in terms of the effects of social media information acceptance attitudes on service/environment satisfaction, respondents were more satisfied with services as word-of-mouth sharing, word-of-mouth acceptance and word-of-mouth diffusion increased. At the same time, another word of mouth recommendation is made, which itself spreads. Therefore, businesses need to realize the importance of social media.