성인 여성의 웰니스가 미용소비 행동의도에 미치는 영향 연구

The effect of adult women's perception of wellness on their beauty consumption behavioral intentions: Verification of the moderating effect of customer trust and price fairnesshe

This study attempted to confirm the moderating effect of customer trust and price fairness with the aim of providing basic data necessary for the development of scalability in the wellness industry beauty field. For this, A survey of 323 Korean adult women in their 20s to 60s who are sensitive to trends was conducted, and the results of analysis using SPSS.26 are as follows: First, wellness had an influence on beauty consumption behavior intention with statistical significance. Second, concerning the moderating effects of customer trust in wellness-beauty consumption behavior intention relationships, when the independent variable ‘wellness’ was controlled, customer trust had a statistically significant influence on beauty consumption behavior intention. When wellness was involved, however, such moderating effects were not found. Third, when wellness was controlled in wellness-beauty consumption behavior intention relationships, the moderating effects of price fairness had a significant effect on beauty consumption behavior intention. However, when wellness was involved, such moderating effects were not observed. Therefore, since customer trust and price fairness are already reflected on wellness-oriented consumption behavior, the intervention of moderating variables could be deemed unnecessary. In other words, those with a high perception of wellness might choose wellness products and services as long as they are good regardless of which company has manufactured and provided them.