뷰티샵 온라인 리뷰가 신뢰도와 예약행동의도에 미치는 영향 : 대구·경북 20-40대를 중심으로

Abstract

Our study seeks to provide empirical insights for beauty salon marketing by analyzing the influence of online reviews on the reliability of reviews and booking intentions in the context of online reservations. We conducted a survey from May 1 to May 30, 2024, using both online and offline methods, among adults aged 20 to 40 years residing in Daegu and Gyeongsangbuk-do, South Korea. Of the 405 distributed questionnaires, 365 were deemed valid for the final analysis. We analyzed the collected data using SPSS 28.0, and SPSS PROCESS macro 4.3. Results from our survey reveal that online reviews positively influence booking intentions of consumers. The reliability of the reviews are positively enhanced and, in turn, they directly and positively affect booking intentions. Reviews appear to be a crucial factor that influence booking trends for beauty salons. Reviews that reflect the experiences of many consumers instill trust, lower purchasing barriers, strengthen long-term customer relationships, and enhance consumer confidence in the service. Before taking decisions to purchase, consumers often rely on reviews to identify services that align with their preferences. A trusted review reinforces the perception that a service is reliable and worth choosing. The reliability of online reviews also mediates the relationship between reviews and booking intentions. A positive image of a service or product, built through customer trust, influences both direct and indirect word-of-mouth recommendations. This contributes to the long-term growth of consumer behavior rather than it being a short-term phenomenon. Beauty salons should prioritize the importance and the value of online reviews that raise customer awareness. Implementing a user-friendly review system and providing appropriate incentives can make the process of leaving reviews straightforward and enjoyable.