퍼스널 컬러 인식이 소비자의 이미지 변화와 재방문의도에 미치는 영향
The Effect of Personal Color on Consumer Image Beauty Salon Revisit Intention
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Abstract
As product development and marketing related to personal color are increasing, this study aimed to analyze how consumer recognition of personal color affects hair style, image, and revisit intention in beauty salons. The purpose of this study is to provide color development and basic data suitable for future beauty salon marketing by verifying the mediating effect of personal image change through personal color analysis. This study utilized a self-administered questionnaire for 255 consumers aware of personal color analysis. The results of this study revealed that there is a great desire to produce color images suitable for individual body types, personal color recognition has a positive effect on revisit intention, image change has a significant effect on revisit intention, and there is a synergistic effect between personal color and individual image on image production. We want to pursue beauty by maximizing the merits by directing color and hairstyle suitable for individual. Accordingly, experts will propose hairstyles for the method of image production suitable for individuals based on their expertise and provide them as basic data for future hair salon marketing.