earticle

영어

This study attempted to investigate the influence of customer experiences on purchasing behavior against beauty salon customers. For this, factor analysis and reliability analysis were performed on customer experiences and purchasing behavior, and related factors were derived. Then, their correlations were analyzed. Specifically, a questionnaire survey was conducted against 684 people living in Yeongnam and capital region from July 1 to August 30, 2020, and the results found the followings: In customer experiences, all questions were reliable with the following confidence levels: .905 (emotional experience), .866 (sensory experience), .833 (behavioral experience), .815 (cognitive experience). In purchasing behavior, furthermore, all questions were deemed reliable with .876 in reliability and .907 and .819 in satisfaction and purchase intention respectively. In terms of correlations between customer experiences and purchasing behavior, a high correlation was found in the following relations: behavioral experience & purchase intention (r=.709, p<.01), emotional experience & satisfaction (r=.698, p<.01), reliability & satisfaction (r=.816, p<.01), purchase intention & satisfaction (r = .731, p<.01). It is anticipated that the study results would be available basic data which are needed in developing marketing strategies for small beauty salons.

중국어

本研究为了研究美容院的客户体验对购买行为产生的影响，基于对客户体验以及购买行动的影响因素及可信度的分析，整理出各自的下级因素，并对其相关关系进行了分析。另外，对居住在岭南地区和首都圈的684名居民进行了问卷调查，调查期间为2020年7月1日至8月30日。对客户体验的分析结果显示，感性体验评分为905、感官体验评分为866、行为体验评分为833、认知体验评分为815，所有选项都呈现出很高的可信度，而对购买行为的分析结果则显示，可信度评分为876、满意度评分为907、购买意向评分为819，所有选项都呈现出较高的可信度。另外，对客户体验和购买行为之间的相关关系进行分析的结果显示，行为体验和购买行为(r=.709、p<.01)、感性体验和满意度(r=.698、p<.01)，这两对呈现出较高的相关关系，同时可信度和满意度、购买意向和满意度，这两对之间的相关关系也比较高。本研究将对制定适合小型美容院的营销战略提供有用的基础性资料。