네일아트 소비자 감정에 따른 선호 요인이 지속사용 의도에 미치는 영향에 관한 연구

Abstract

[Purpose] The purpose of this study is to examine whether factors such as color, design, technique, price, recommendations, and service have a positive impact on satisfaction and the intention of continued usage based on the positive/negative psychological factors after receiving nail art treatments. [Methodology] Initially, we conducted an online survey with over 600 consumers, but excluded 16 respondents due to dishonest answers, 17 due to a high number of non-responses, 20 who had not undergone the treatment, and 20 who only selected one side of the answers. In the end, we analyzed a total of 527 participants who had experience with nail art. For the entire group of 527 participants, we conducted regression analysis to determine the impact of preceding factors such as technique and recommendations on satisfaction. Additionally, we analyzed whether color, design, technique, price, recommendations, and service have an impact on satisfaction and the intention of continued usage for those who remained with positive (485 participants) and negative (42 participants) psychological states after receiving nail art treatments. [Findings] The analysis showed that, for the entire group of 527 participants, the concepts of technique and recommendations had a negative impact. Even for those who remained with positive psychological states, improvements were needed in the areas of technique and recommendations. However, for the group with lingering negative emotions, design and recommendations did not have a positive impact on satisfaction. [Implications] In conclusion, this study suggests that improvements are needed in technique and recommendations for those with positive psychological states, and design and recommendations for those with negative psychological states. In particular, the study highlights the need for a recommendation system that is based on objective evaluations rather than relying mainly on word-of-mouth recommendations. Technique and design are factors that heavily depend on customers' intrinsic preferences, and further research is required to address emotions when making choices in these areas based on positive or negative psychological states. Ultimately, as the popularity and market demand for nail art continue to grow, it is important to provide options based on individual preferences and choices influenced by psychological states, rather than offering a one-size-fits-all approach to color, design, technique, price, recommendations, and service. This approach can lead to higher customer satisfaction and a greater intention for continued usage.