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한국인체미용예술학회지 제24권 제1호.jpg
KCI등재 학술저널

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

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.

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구내용 및 방법

Ⅳ. 연구결과 및 고찰

Ⅴ. 결론

참고문헌

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