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네일샵의 점포입지편의성이 고객의 점포충성적 쇼핑성향과 만족, 충성도의 영향관계 및 매개효과 연구

Impact and Mediating Effect of Nail Shop Location Convenience on Store Loyalty Shopping Orientation and Satisfaction, Loyalty

지정훈|박민선
대한미용학회 (The Korean Society for Investigative Cosmetology)|2022.03|대한미용학회지 (Journal of Investigative Cosmetology)|제18권 제1호|pp. 117-128|DOI 10.15810/jic.2022.18.1.013

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키워드

SatisfactionLoyaltyNail shop location convenienceStore loyalty shopping orientation

초록

The intention of this study was to examine the influence of nail shop location convenience on store loyalty shopping orientation, satisfaction, loyalty, and the mediating effect of store loyalty shopping orientation of customers. A nationwide survey, both online and offline, of women ages 10-40 who visit nail shops was conducted. A total of 276 questionnaires were used for data analyses. Analysis of collected data was performed using SPSS Ver. 18.0 and Amos Ver. 18.0. An exploratory factor analysis, reliability analysis, and confirmatory factor analysis were performed using exogenous variables and endogenous variables to verify the validity and reliability of measurement scales. The extracted value of concept reliability and average variance was calculated in order to examine the intensive validity. A correlation analysis was performed for measurement of the relationship between the drawn factors, and the verification of structural equation model was based on the research hypothesis. The results of the study are as follows: First, nail shop location convenience was found to affect store loyalty shopping orientation and satisfaction, loyalty. Second, store loyalty shopping orientation in nail shops was found to influence satisfaction, loyalty. Third, store loyalty shopping orientation was found to mediate the relationship between nail shop location convenience and satisfaction, loyalty.

Abstract

The intention of this study was to examine the influence of nail shop location convenience on store loyalty shopping orientation, satisfaction, loyalty, and the mediating effect of store loyalty shopping orientation of customers. A nationwide survey, both online and offline, of women ages 10-40 who visit nail shops was conducted. A total of 276 questionnaires were used for data analyses. Analysis of collected data was performed using SPSS Ver. 18.0 and Amos Ver. 18.0. An exploratory factor analysis, reliability analysis, and confirmatory factor analysis were performed using exogenous variables and endogenous variables to verify the validity and reliability of measurement scales. The extracted value of concept reliability and average variance was calculated in order to examine the intensive validity. A correlation analysis was performed for measurement of the relationship between the drawn factors, and the verification of structural equation model was based on the research hypothesis. The results of the study are as follows: First, nail shop location convenience was found to affect store loyalty shopping orientation and satisfaction, loyalty. Second, store loyalty shopping orientation in nail shops was found to influence satisfaction, loyalty. Third, store loyalty shopping orientation was found to mediate the relationship between nail shop location convenience and satisfaction, loyalty.

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