베트남 헤어샵 소비자의 지각된 가치와 소비자 태도 및 구매 후 평가 간의 관계
Relationship Between Perceived Value, Consumer Attitudes, and Post-Purchase Evaluations of Vietnamese Hair Salon Consumers
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study aimed to provide basic data for marketing strategies and entry into the Vietnamese beauty service industry, which is becoming increasingly competitive. An online survey was conducted using Google Forms from Decem- ber 19, 2022, to January 10, 2023, targeting men and women aged 20 or over residing in Ho Chi Minh City, Vietnam. There were 222 men (51.6%) and 208 women (48.4%). Data analysis was performed using SPSS v21.0. The results are as follows. First, all sub-factors of the perceived value of hair salons, including economic, social, and experiential values, had a significant effect on consumer attitudes and post-purchase evaluations. Second, all sub-factors of consumer attitudes, including cognitive, emotional, and behavioral attitudes , had a significant effect on post-purchase evaluations. This implies that the higher the perceived value of hair salons among Vietnamese consumers, the better their attitudes and post-pur- chase evaluations. Moreover, the higher the consumer attitude, the higher the post-purchase evaluation.It is hoped that the results of this study will serve as empirical data for the entry and marketing strategies of domestic beauty service brands in the Vietnamese beauty market, which is gaining attention as a new consumer market.
Abstract
This study aimed to provide basic data for marketing strategies and entry into the Vietnamese beauty service industry, which is becoming increasingly competitive. An online survey was conducted using Google Forms from Decem- ber 19, 2022, to January 10, 2023, targeting men and women aged 20 or over residing in Ho Chi Minh City, Vietnam. There were 222 men (51.6%) and 208 women (48.4%). Data analysis was performed using SPSS v21.0. The results are as follows. First, all sub-factors of the perceived value of hair salons, including economic, social, and experiential values, had a significant effect on consumer attitudes and post-purchase evaluations. Second, all sub-factors of consumer attitudes, including cognitive, emotional, and behavioral attitudes , had a significant effect on post-purchase evaluations. This implies that the higher the perceived value of hair salons among Vietnamese consumers, the better their attitudes and post-pur- chase evaluations. Moreover, the higher the consumer attitude, the higher the post-purchase evaluation.It is hoped that the results of this study will serve as empirical data for the entry and marketing strategies of domestic beauty service brands in the Vietnamese beauty market, which is gaining attention as a new consumer market.