헤어샵 이용 소비자의 구전정보가 방문의도에 미치는 영향
The Effects of Word-of-Mouth Information on Visiting Intention of Hairshop Customers
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Abstract
The purpose of this study was to investigate the infiluence of positive and negative word-of-mouth informations on visiting intention of hairshop customers. Data were collected from 342 adult females and analyzed by using frequencies, factor analysis and regression utilizing SPSS/ PC+. The results showed that positive word-of-mouth informations such as shop employees' skill/attitudes, physical benefit, comfortable facilities, time saving/consistent service, kindness and rational price had influence on the visiting intention of hairshop customers. The negative word-of-mouth informations that consumers had experienced using hairshop were categorized as untrustworthy face-to-face customer management. non-customer service oriented mind, and unskilled employees/inefficient hairshop environment. The negative word-of-mouth informations had no effect on the visiting intention.
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