에스테틱 인스타그램의 이용동기가 서비스만족 및 추천의도에 미치는 영향

The Effects of Esthetic Instargram Uage Motivation and Service Satisfation and Recommenation Intention

With the development of information and communication technologies and the spread of smartphones and social media, people are now able to search for new information in realtime without time and space constraints. In addition, information exchanges, friendship-promoting events and even consumption are widely occurring in online spaces. The use of such new technologies has also rapidly increased, communicating and forming relationships with consumers. This study attempted to investigate the effects of the purposes of visiting an aesthetic salon and using aesthetic salon Instagram on service satisfaction recommendation intention among young women in their 20-30s who use aesthetic contents via Instagram which is key to online marketing. For data analysis, SPSS WIN 21.0 was used, and the results found the following: First, in terms of reliability by the duration of the services used, ‘2-4 years’and ‘4 years or longer’ were greater than ‘less than 2 years’. Second, in terms of informativity by the number of followers, ‘500 followers or more’ was higher than ‘less than 300 followers’. Third, in terms of service satisfaction by average daily use of the services, ‘over 2 hours’ was higher than ‘less than 1 hour’. It’s anticipated that the study results would provide basic data for marketing strategies to cosmetologists who provide information via Instagram.