공유형 미용실이 20대 여성의 추구혜택과 서비스 만족, 행동의도에 미치는 영향

Abstract

The beauty industry has evolved into a high value-added sector that merges artistic sensibility with technological advancement, becoming an essential part of modern life. With frequent and repetitive consumption patterns, it continues to be an attractive and growing field. While this growth has brought considerable changes for beauty professionals, it has also led to the rise of new salon formats—most notably, shared beauty salons. Despite their increasing popularity, there is still limited research on how consumers perceive the benefits of shared salons and how these perceptions affect their service satisfaction and behavioral intentions. Under these circumstances, this study investigates the relationships among pursued benefits, service satisfaction, and behavioral intention in the context of shared beauty salons, focusing on women in their 20s. Data were collected through offline surveys conducted in 2025 with women in their 20s residing in Seoul and Gyeonggi-do. The results are as follows: First, the perceived benefits of shared beauty salons were significantly associated with service satisfaction, emphasizing the importance of tailoring services to consumer needs. Second, pursued benefits were found to have a meaningful impact on behavioral intention. Third, service satisfaction significantly influenced all behavioral intention factors. These findings suggest that improving customer satisfaction can foster long-term relationships and encourage continued engagement. Thus, providing personalized, customer-focused services is essential for enhancing satisfaction and promoting positive behavioral outcomes.