외모 관련 태도와 사회심리적 특성이 네일서비스 이용에 미치는 영향

• 영문명: Effects of Attitudes Related to Appearance and Sociopsychological Factors on Utilization of Nail-Care Services
• 발행기관: 한국인체미용예술학회
• 저자명: 정은정(Eun-jung Jung)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제19권 제2호, 93~110쪽, 전체 18쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

This study attempted to provide implications for the design of an effective nail service marketing program after analyzing nail service users’ characteristics and the effects of appearance-related attitude andsocio-psychological traits on nail service use patterns. Regarding nail salon preference attributes, the group of ‘appearance orientation’ was greater than the group of ‘price’ with statistical significance among appearance-related attitudes in the group of ‘quality of service’. In the group for which a downtown area was chosen as the preferred location of a nail salon, appearance conformity, desire to show off and self-esteem showed statistical significance in appearance-related attitudes and socio-psychological traits. In terms of the factors affecting use frequency and costs with statistical significance, expenses were higher among singles and those with high monthly household income. In addition, the expenses further increased as achievement desire was weaker, and a desire to show off was stronger. User satisfaction was higher as the perception of appearance values increased among appearance-related attitudes. The said results show that for effective nail service marketing, it is necessary to clarify the target group and provide customized services after analyzing target customers’ socio-psychological traits.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ.연구 방법 및 절차

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

키워드

Nail Service(네일서비스) Satisfaction(만족도) Appearance-related Attitude(외모관련태도) Socio-psychological Trait(사회심리 특성) Marketing (마케팅)