earticle

영어

This study aimed to examine how the direction of online reviews for beauty salons influences customers' reservation intentions, as well as to explore the moderating effects of brand image and the credibility of online reviews. One-way and two-way ANOVA were used for the statistical analysis, and the results are as follows: First, the direction of social media reviews was found to positively influence reservation intentions, meaning that more positive reviews led to a higher likelihood of making a reservation. Second, the credibility of social media reviews was found to moderate the relationship between the direction of the reviews and reservation intentions. Third, the brand image of the beauty salon also moderated the relationship between the review direction and reservation intentions. Therefore, adopting strategies to effectively manage online reviews and enhance the salon's brand image could make a significant contribution to the success of the beauty salon business.

중국어

本研究旨在探讨美容店在线评论的倾向性对顾客选择意向的影响, 并验证品牌形象和在线评论可 信度的调节作用􀕶研究方法采用单因素方差分析和双因素方差分析, 结果如下􎩁首先, 在线评 论的倾向性越积极, 美容店的选择意向越高􀕶其次􎨳在线评论的可信度在评论方向性与美容店选择 意向之间起到调节作用􀕶最后, 美容店的品牌形象也在评论倾向性与选择意向之间发挥调节作用􀕶 通过这些结果, 实证地揭示了在线评论和品牌形象管理在美容店运营中的重要性􀕶