헤어숍의 경험마케팅, 지각된 가치, 브랜드 태도, 행도의도 간의 인과관계

The Causal Relationship between Experience Marketing, Perceived Value, Brand Attitude, and Behavior of Hair Shops

As an empirical research on the causal relationship between experience marketing, perceived value, brand attitude, and behavior of hair shopss, this study aimed to unveil causality among variables. For the statistical analysis of the collected data, SPSS V.21.0 and AMOS 21.0 were used .The study results found the following: First, Experiential marketing would have a positive influence on perceived value with statistical significance(β =0.751, p<.05). Second, Experiential marketing would have a positive influence on brand attitude with statistical significance (β=0.683, p<.05). Third, Experiential marketing would have a positive influence on behavioral intention with statistical significance (β=0.403, p<.05).Fourth, perceived value showed a positive influence on brand attitude with statistical significance (β=0.214, p<.001). Fifth, perceived value had a positive influence on behavioral intention with statistical significance (β=0.138, p<.01). Sixth, brand attitude had a positive influence on behavioral intention with statistical significance (β=0.398, p<.001).