계획행동이론(TPB)을 적용한 미용실 이용고객의 행동의도와 구전 의도에 관한 연구

• 영문명: A Study on Word-of-mouth intention of Beauty Salon Users Applying the Planned Behavior Theory(TPB)
• 발행기관: 한국인체미용예술학회
• 저자명: 한아름(A Reum Han) 박은준(Eun-Jun Park)
• 간행물 정보: 『한국인체미용예술학회지』제25권 제1호, 25~39쪽, 전체 15쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2024.03.20

영문 초록

Modern consumers are acquiring various knowledge and information for better and wiser consumption, companies are changing from past product-oriented marketing to customer-oriented marketing, and the beauty industry is also trying to satisfy the needs of customers that capture their hearts. Various marketing activities are actively taking place. This study investigated the behavioral intention and word of mouth intention of beauty salon users by applying the planned behavior theory (TPB). First, it was found that the attitude, subjective norm, and perceived behavioral control of the planned behavior theory (TPB) had a statistically significant effect on behavioral intention. Second, it was found that the perceived behavioral control of the planned behavior theory (TPB) had a significant effect on word-of-mouth intention. Third, it was found that the behavioral intention of customers using beauty salons did not have a significant effect on word-of-mouth intention. The analysis results of this study seem to have contributed to suggesting the direction of the beauty industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

계획행동이론 태도 주관적 규범 지각된 행동통제 행동 의도 구전 의도 Theory of Planned Behavior Attitude Subjective Norm Perceived Behavioral Control Action Intention Word of Mouth Intention