헤어 미용서비스 선택 시 위험지각요인이 고객 행동의도에 미치는 영향

• 영문명: A Study of the Effects of Risk Perception Factors on Customer Behavior in the Selection of Hair Salon Services
• 발행기관: 한국인체미용예술학회
• 저자명: 노여진(Yeo-Jin Noh) 이기명(Ki-Myung Lee) 정현진(Hyun-Jin Jung)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제15권 제2호, 217~232쪽, 전체 15쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2014.06.30

영문 초록

This study attempted to investigate customers' risk perception factors and their effects on customer behavior in the selection of hair salon services. For this, data were collected through a questionnaire survey, and a total of 267 copies were used for analysis. Then, SPSS 21.0 was used for a frequency analysis, descriptive statistics, a factor analysis, a reliability analysis, one-way ANOVA and a multiple regression analysis. As a result, the study found the following: First, fewer than half of the customers were satisfied with their current hair salon services, and many of them were not loyal and were willing to switch hair salons if possible. Second, in terms of the risk perception factors in the selection of hair salon services, the following five factors were derived; relation risk, technology risk, price risk, loss risk and follow-up risk. Third, a difference was found between risk perception and customer behavior depending on the level of their satisfaction on hair salon services and the selection criteria for the services. Lastly, it was observed that customers were more likely to change salons when the technology risk was perceived to be high while both switching and continuous behaviors were observed when the price risk was highly recognized.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법 및 절차

Ⅳ. 결과 및 고찰

Ⅴ. 결론 및 제언

참고문헌

키워드

위험지각 전환행동 지속행동 헤어 미용서비스 Risk Perception Switching continuous behaviors Hair salon service