Q 방법을 활용한 네일 미용 서비스 소비자 유형

• 영문명: Classification of Nail Beauty Service Consumers by the Q-Methodology
• 발행기관: 한국인체미용예술학회
• 저자명: 이해미루(Haemiru Lee) 신세영(Saeyoung Shin)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제19권 제3호, 81~93쪽, 전체 13쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2018.09.20

영문 초록

Nail-care services are more diverse than other common services in terms of the motive for using these services. A nail-care service includes expressive and psychological motivations as well as a practical motive. To analyze these psychological motivations, it is necessary to have a better understanding of customers, to discover the elements that caused their interest in the services and to understand and predict their consumption patterns. Therefore, this study adopted a consumer subjectivity-based approach to analyze consumers’ subjective choice behavior in an in-depth manner and have a better understanding of consumers. The results found the following: Respondents were divided into nail-care service consumption sentiments in positive and negative concepts ‘self-expression tool’ and ‘act to hide’ and three different consumer types were obtained. These were ‘self-care orientation’, ‘relationship formation-oriented type’, ‘personal preference-oriented type’. If the preferred design in each type is studied based on the said types, this would provide a guide for marketing in nail-care services.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구 결과

Ⅴ. 결 론

키워드

Nail Art(네일 아트) Nail Beauty Service(네일 미용 서비스) Q-Method(Q 방법) Nail Consumer(네일 소비자)