뷰티서비스의 가치제안 요소가 여성 사용자의 만족도 및 재구매의도에 미치는 영향 : 뷰티디바이스를 중심으로
The Effects of the Value Proposition Factor of Beauty Service on the Satisfaction and Repurchase Intention of Female Users : Focusing on Beauty Devices
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study investigated the effect of beauty service value proposal factors on satisfaction and intent to repurchase of beauty device users. Data were collected through a survey given to 320 women who had experience using beauty devices. Frequency analysis, multiple response analysis, exploratory factor analysis, reliability analysis using Cronbach's α coefficient, correlation analysis, descriptive statistical analysis and multiple regression analysis were performed on the collected data by the SPSS 25.0 statistical program. The results of this study found that the higher the functional and self-expressive benefits among the beauty service value proposition factors, the higher the user satisfaction of beauty devices. Also, among the beauty service value proposition factors, the higher the self-expressive benefit, emotional benefit, comparative price, and functional benefit, the higher the intention of users to repurchase the beauty device. Therefore, in addition to functional benefits, a marketing strategy is necessary to emphasize the self-expressive and emotional benefits, such as attachment, satisfaction, and enjoyment, that users can feel by using beauty devices.
Abstract
This study investigated the effect of beauty service value proposal factors on satisfaction and intent to repurchase of beauty device users. Data were collected through a survey given to 320 women who had experience using beauty devices. Frequency analysis, multiple response analysis, exploratory factor analysis, reliability analysis using Cronbach's α coefficient, correlation analysis, descriptive statistical analysis and multiple regression analysis were performed on the collected data by the SPSS 25.0 statistical program. The results of this study found that the higher the functional and self-expressive benefits among the beauty service value proposition factors, the higher the user satisfaction of beauty devices. Also, among the beauty service value proposition factors, the higher the self-expressive benefit, emotional benefit, comparative price, and functional benefit, the higher the intention of users to repurchase the beauty device. Therefore, in addition to functional benefits, a marketing strategy is necessary to emphasize the self-expressive and emotional benefits, such as attachment, satisfaction, and enjoyment, that users can feel by using beauty devices.
참고문헌 (20)
- Baek HJ, "Influence of value consciousness on purchase behavior and repurchase intention for personal beauty devices among women in self-beauty care", J Kor Appl Sci Technol, 37, pp.958~996 (2020)
- Choi H, "Study for value suggesting factors of premium private brand on customers’ repurchase intention through brand attachment - focusing on E-MART PEACOCK -", Master, Department of Major in Distribution industry, pp.2021
- Han KS, "Impacts of value suggesting factors of brand identity on the attitude and buying depending on the gender", Manage Inf Sys Rev, 17, pp.1~24 (2005)
- Hong CE, "Purchase behavior, usage behavior and satisfaction of home use skin care devices during home shopping-focus on 20's age women-", J Kor Soc Cosm, 23, pp.1059~1070 (2017)
- Im JS, "A Study on Customer Satisfaction and State of Usage of Facial Beauty Devices", Master, Department of Cosmetic Major, pp.2019
- Jang SY, "The influence of global spa brand value proposition on customer-brand relationship, brand attitude and brand loyalty", Master, Department of International Management, pp.2015
- Ji JH, "A study on the use of beauty equipments among adult women and preferences", J Kor Soc Des Culture, 24, pp.406~417 (2018)
- Jin S, "A study on consumers' smart appliance usage behavior and satisfaction: focused on perceived benefits and risks", Master, Department of Consumer Science, pp.2023
- Kang SO, "Attitudes towards homecare beauty devices in women in correlation to narcissism", J Converg Info Tech, 12, pp.212~224 (2022)
- Kim SH, "Influence of elements value proposition of content curation service platform on brand attitude, loyalty and reuse intention - focused on OTT service -", Master, Department of New Media Content Major, pp.2020
- Kwak SY, "Effect of at-home beauty device equipped with microcurrent and electrical muscle sitmulation functions on the elasticity and lifting of facial skin", J Kor Soc Cosmetol, 29, pp.1505~1514 (2023)
- Lee HE, "Influence of value suggestion element of PB products on brand attitude and repurchase intention-focused on EMART No Brand-", J Brand Des Ass Kor, 45, pp.19~22 (2018)
- Lee HS, "Meta-analysis of the effects of cosmetology devices on skin improvement", J. Korea Soc Beauty Art, 21, pp.253~262 (2020)
- Park HR, "The effect of usage behavior and usage satisfaction on repurchase intention of facial skin care devices: focus on skin type", J Korea Soc Beauty Art, 23, pp.161~185 (2022)
- Park JB, "Beauty device home care status study", Master, Department of Cosmetics & Beauty, pp.2020
- Park JB, "A study on the actual condition and satisfaction of home care using beauty devices", J Kor Soc Cosm Cosmet, 11, pp.1~22 (2021)
- Park MS, "The value proposition elements of OTT platform services are influence of exclusion and repurchase intention of mz generation users : focusing on Netflix K-drama", J Kor Entert Ind Assoc, 18, pp.1~11 (2024)
- Park SH, "The effects of the selection attributes of coffee shop on brand trust, customer satisfaction and repurchase intention: focused on drive-thru coffee shops", Tour Res, 45, pp.253~277 (2020)
- Sung Y, "A study on service quality on satisfaction and repurchase intention of vegan trend products", J Prod Res, 39, pp.49~54 (2021)
- Yoo MC, "The influence of online consumers’ consumption orientation on product attribute consideration and repurchase intention", J Consumpt Cult, 25, pp.113~127 (2022)