earticle

영어

This study attempted to investigate the influence of consumption values on beauty salon selection attributes and behavior intention against baby boomer women. For this, collected data were analyzed, using SPSS 26.0 was used. For demographic analysis, frequency analysis was performed. For reliability testing on consumption values, selection attributes and behavior intention, Cronbach’s alpha was conducted. To examine interaction effects among variables, furthermore, multiple regression analysis was performed, and the results found the followings: First, social, emotional, functional and conditional values had a statistically significant influence on physical images while emotional, epistemic and conditional values had an effect on personnel images with statistical significance. Second, emotional value revealed an influence on behavior intention. Among consumption value factors, in other words, it was ‘emotional value’ which had a statistically significance effect on all factors.

중국어

本研究目的在于以婴儿潮一代女性为对象考察消费价值对美容院选择属性和行为意向产生的影响。为此，资料分析采用SPSS 26.0统计软件，并且对人口统计学特点进行了频度分析。此外，采用克朗巴哈系数(Cronbach’sa值)，检验了消费价值、选择属性、行为意向的可信度，同时为了了解主要变量间的相互影响，采用了多重回归分析法。经研究分析，得出如下结论。第一，在消费价值对物理图像的影响方面，对社会、情感、功能、状况价值产生了有意义的影响，而在对人物图像的影响方面，则对情感价值、珍贵价值、状况价值呈现出显著影响。第二，在消费价值中，对行为意向产生影响的因素为情感价值。由此可见，在消费价值中情感价值对所有因素都产生有意义的影响。