소비자의 모발염색제 선택속성이 만족 및 재구매 의도에 미치는 영향

The Effects of Consumer Hair Dye Selection Attributes on Customer Satisfaction and Repurchase Intention

The aim of this study is to empirically determine how customer hair dye selection attributes are related to customer satisfaction and repurchase intention. For this, a questionnaire was developed based on previous studies. Among the questionnaires distributed, a total of 243 copies were used and analyzed, using SPSS and AMOS. Then, the results found the following: First, quality and brand have a positive effect on customer satisfaction. Second, the effects of convenience/price on customer satisfaction were not verified. Third, customer satisfaction revealed a very significant influence on repurchase intention. Fourth, according to analysis of differences in selection attributes depending on the degree of involvement, a high-involvement group was higher than a low-involvement group in terms of quality, brand and convenience, which means that the former is more sensitive to quality, brand and convenience than the latter group. In this study, the survey was conducted among those living in Chungcheong-do, and were mostly women. Therefore, there are limitations in generating these study results. However, this study is meaningful in that it provided an opportunity to understand consumer hair dye selection attributes by empirically examining their effects on customer satisfaction and repurchase intention and relationship with the degree of involvement.