SNS를 통한 뷰티샵 선택속성이 SNS 태도와 만족 및 구전 의사에 미치는 영향

The Influence of Beauty Salon Selection Attributes though SNS on SNS Attitude, Satisfaction and Word of Mouth

This study attempted to investigate the influence of the selection of a beauty salon through social media on social media attitude, customer satisfaction and word-of-mouth intention. For this, a questionnaire survey was performed, and the results found the followings: First, in social media-based beauty salon selection attributes, ‘reputation’, ‘facilities’ and ‘practical aspect’ had a statistically significant influence on social media attitude. Second, ‘reputation’ and ‘facilities’ showed a positive effect on customer satisfaction with statistical significance. Third, ‘reputation’, ‘facilities’ and ‘practical aspect’ revealed a statistically significant influence on word-of-mouth intention. Fourth, social media attitude also had a statistically significant effect word-of-mouth intention. Lastly, customer satisfaction revealed a positive influence on word-of-mouth intention with statistical significance. The above results confirm that social media-based beauty salon selection attributes have an effect on social media attitude, customer satisfaction and word-of-mouth intention.