뷰티샵의 SNS 콘텐츠 특성이 브랜드 이미지와 재방문 의도에 미치는 영향

Abstract

The beauty industry is increasingly relying on SNS as key promotional and communication channels. This study empirically examines how the qualitative characteristics of SNS content—specifically informativeness, trust-worthiness, and interactivity—affect the brand image of beauty salons, which includes service expertise and service quality, as well as customers’ revisit intentions. A survey of 494 individuals aged 20–50, who had used beauty salon services in the preceding six months, was conducted to collect empirical data. The data were analyzed using SPSS 21.0, employing factor analysis, reliability tests, and multiple regression analysis to verify the proposed relationships. The findings indicate that interactivity and informativeness significantly affect perceptions of service expertise, whereas trustworthiness, informativeness, and interactivity influence evaluations of service quality. Additionally, both service expertise and service quality have a significant positive influence on revisit intentions. Furthermore, the characteristics of SNS content were found to directly influence revisit behavior, suggesting that SNS content plays a dual role in shaping both brand perceptions and behavioral intentions. Overall, the results demonstrate that SNS content serves not only as an informational resource but also as a strategic medium for building trust and sustaining long-term customer relationships. Accordingly, beauty salon managers should ensure accuracy and transparency in shared information, facilitate responsive two-way communication through interactive content, and maintain consistent aesthetic quality in SNS postings to enhance brand competitiveness and foster long-term customer loyalty.