헤어미용 제품선택 속성이 고객만족과 구매의도에 미치는 영향

Abstract

This study empirically examined how hair care product selection attributes influence customer satisfaction and purchase intention. Quantitative data were collected using a structured questionnaire, with PASW Statistics being used for analysis. Prior to the main survey, two pilot test rounds were conducted to refine and validate the questionnaire items, securing their reliability and validity. Factor and regression analyses were employed to verify the causal relationships among the variables. Selection attributes such as functionality, price, quality, and convenience significantly affected customer satisfaction and purchase intention. Functionality and price had a strong influence on continued use intention; quality was strongly associated with quality satisfaction; convenience had a significant impact on repurchase intention. Consumers may evaluate hair care products using multifaceted criteria including sensory satisfaction, ease of use, perceived price fairness, and physical product performance. This study highlights the importance of manufacturers and the beauty industry prioritizing product functionality and quality during development, as well as crafting marketing strategies that emphasize user experience and service satisfaction. The practical value of this study lies in its methodological rigor through pilot testing and quantitative validation. Future studies incorporating more detailed segmentation by age, occupation, and beauty consumption behavior may offer deeper insights and support the development of more refined marketing and customer retention strategies for hair care products.