헤어뷰티샵 고객의 소비성향이 관계몰입 및 관계지속의도에 미치는 영향

The Impact of Consumption Propensity on Relationship Commitment and Relationship Continuity Intention among Hair Beauty Salon Customers

This study aimed to evaluate the consumption tendencies of hair beauty salon customers and examine how these tendencies impact their commitment to the salon and their intention to continue the relationship. The findings indicated the following: Propensities characterized by loyalty to the salon (p<0.001), pursuit of brand (p<0.01), and trend orientation (p<0.01) significantly enhanced relationship commitment. Conversely, impulse buying (p<0.05) showed a negative effect on relationship commitment. Specifically, strong loyalty to the salon (p<0.001), a preference for specific brands (p<0.01), and trend orientation (p<0.01) were positively associated with the intention to continue the relationship, while a tendency to search for alternatives (p<0.001) and impulsive buying (p<0.05) had a negative impact. Additionally, relationship commitment significantly influenced the intention to maintain the relationship over time. These results confirm that higher levels of salon loyalty, trend orientation, or brand preference correlate with greater relationship commitment and intention to maintain relationships.