논문 검색

pISSN : 1738-8511

한국메이크업디자인학회지, Vol.16 no.2 (2020)
pp.39~50

네일숍 고객의 자아존중감에 따른 추구혜택에 관한 연구

김민희

(계명대학교 패션비지니스학과 석사)

박한힘

(계명대학교 패션마케팅학과 조교수)

The overall income level improvement is also a boost to the public's desire to improve the quality of life and self-worth.,To make one's appearance more beautiful is the most basic and essential part of this desire, and people recognize it as an important means to enhance their own internal and external values.,We use this desire as a word of 'beauty', and people's desire and expectation for beauty are increasing day by day.,This study aims to investigate the benefits of service pursuit according to self-esteem of male and female customers who have experience of using nail beauty service, and to investigate the psychological characteristics and intention of using nail service. The results of this study are summarized as follows.,First, as a result of factor analysis, self-esteem was found to be a single factor, and nail pursuit benefits were found to be six sub-factors: diversion, self-expression, confidence, professionalism, health hygiene, and aesthetics.,Third, as a result of conducting independent sample t-test to find out the difference in nail pursuit benefits and revisit intention according to the high and low group of self-esteem and confidence, the group with high self-esteem and confidence showed higher nail pursuit benefits and revisit intention than the group with low self-esteem and confidence.,Based on the results of the study, if we can grasp the tendency and pursuit benefits of various customers and use them as data to provide practical and differentiated nail services, we expect that competitive and differentiated shop management will be possible.
  자아존중감; 추구혜택; 추구행동;Self-esteem; Pursuit benefits; Purchasing behavior

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