earticle

영어

This study attempted to provide beauty salons with useful data needed to make profits by making customers clearly aware their distinctiveness through beauty salon selection attributes after investigating the influence of such attributes on customers’ emotional responses and behavioral intention. For this, a questionnaire survey was performed, and a total of 341 copies were used for final analysis. The collected data were analyzed by frequency analysis, reliability analysis and multiple regression analysis, using SPSS 24.0, and the results found the followings: First, beauty salon selection attributes were divided into products, convenience facilities, human services and interior image. In addition, customers’ emotional responses were classified into cognitive and emotional responses while behavioral intention remains in a single dimension. Second, beauty salon selection attributes had a positive effect on customer’ emotional response and behavioral intention with statistical significance. The above results confirm that beauty salon selection attributes affect customer emotions and at the same time induce positive customer behavior. In other words, they could be a good means of marketing to attract customers. It is anticipated that there would be further studies with more diverse age ranges and regions through the segmentation of variables.

중국어

本研究旨在了解美容院选择属性对顾客情感反应和行动意图的影响，并根据美容院选择属性，让消费者切实认识到美容院的差异属性，从而为实现创收的核心目标提供相关资料。本研究的341份资料数据均用SPSS24.0程序进行了频率分析、信度分析和多元回归分析。研究结果如下：第一、美容院的选择属性分为产品、便利设施、人力服务、内部形象。 此外，顾客情感反应分为认知反应和情绪反应，行动意图分为单一层面。第二、美容院的选择属性对顾客的情感反应和行动意图产生了显著的正面(+)影响。简言之，美容院的选择属性对良好的顾客情感产生影响，同时引向积极的顾客行动意图，有望成为攻占美容潜在顾客需求层的营销方式。在后续研究中，我们将通过年龄和地区的多样化分析，以及各变量的细分研究，使研究结果更具有说服力。