모바일 네일 서비스 도입에 관한 연구 : 네일팁 관심도 및 구매의향 분석을 중심으로

Abstract

In this study, consumers' interest in nail tips and purchase intentions were investigated through a questionnaire survey, and based on this, a plan for the initial configuration of mobile nail service was presented. As a result of the survey, it was found that demand for overall services is increasing due to changes in perception of nail services, and there are differences in the use of nail care and nail art services by age group. In the analysis of handmade nail tip purchase intention, the core consumers of customizing, a recent trend, were mainly in their 20s and 30s, which is judged to be a result of reflecting changes in the self-nail market and consumer segmentation and differentiated needs. In addition, the mobile service experience was a factor that had a positive effect on nail care and nail art services, and the purchase of handmade nail tips was also high when there was a mobile service experience. This is identified as a positive factor in the initial entry of mobile nail services in the digital era. Therefore, it is considered necessary to introduce mobile services in the multifaceted nail area that reflect the convenience of mobile services and customized needs. For the development and growth of the nail service in the future, continuous interest and research in various aspects to strengthen the competitiveness of nail services are required, and the introduction of non-face-to-face services in the nail service is expected to expand the beauty industry market in the digital era.