earticle

영어

This study aimed to explore the impact of the beauty salon marketing mix on revisit intentions among Generation MZ and the mediating effect of customer value. Data analysis was conducted using SPSS 26.0, with demographic characteristics analyzed through frequency analysis. Reliability analysis was performed on the marketing mix, customer value, and revisit intention to assess the reliability of the survey instrument. Additionally, multiple regression analysis was used to examine the relationships between the variables. The findings are as follows: First, in terms of the respondents' demographic characteristics, the highest response rates were from individuals in their 20s, unmarried, with a college degree, employed in office jobs, and earning less than 2 million KRW per month. Second, when examining the mediating effect of emotional value on the relationship between the beauty salon marketing mix and revisit intention for MZers, it was found that product, price, place, and promotion all served as partial mediators. Third, when analyzing the mediating effect of functional value, product and price were found to be partial mediators, while place and promotion served as full mediators. In other words, for Generation MZ, emotional value influenced revisit intentions through all four elements of the marketing mix, while functional value only affected revisit intentions through product and price, with place and promotion not acting as mediators.

중국어

本研究旨在探讨针对MZ世代的美容院营销组合与再次访问意图之间关系中顾客价值的中介效应. 通过SPSS 6.0统计程序对人口统计学特征进行频率分析, 并对问卷的信赖性及变量间的影响关 系进行了多元回归分析. 研究结果如下􎩁第一, 调查对象的人口统计学特征显示, 年龄以20多 岁为主, 婚姻状态为未婚, 学历以大学毕业为主, 职业为办公室职员, 月平均收入以200万韩元 以下比例最高. 第二, 在美容院营销组合对再访意图的影响中, 情感价值的中介效应分析显示, 产品, 价格, 场所及促销均起到部分中介作用. 第三, 功能价值的中介效应分析表明, 产品和价 格起到了部分中介作用, 而场所和促销则起到了完全中介作用. 换言之, 在MZ一代的美容院再 访意图中, 情感价值对4P因素产生了影响, 而功能价值仅影响产品和价格, 对场所和促销未产生 中介作用.