earticle

영어

The purpose of this study is to investigate the impacts of value proposal elements of beauty service on the repurchase intention and satisfaction of beauty device users. The subjects of this study were 320 women who had experience using beauty devices, and data were collected through a survey. The collected data used the SPSS 25.0 statistical program, and multiple response analysis and frequency analysis, exploratory factor analysis, reliability analysis using Cronbach's α coefficient, descriptive statistical analysis, correlation analysis and multiple regression analysis were performed. As a result of this study, first, among the value proposition elements of beauty services, the higher the selfexpressive benefit, emotional benefit, comparative price, and functional benefit, the higher the intention to repurchase beauty device users. Second, it was found that the higher the functional and self-expressive benefits among the value proposition elements of beauty services, the higher the satisfaction of beauty devices users. Therefore, in addition to functional benefits, a marketing strategy is needed to emphasize self-expressive benefits and emotional benefits so that consumers can have satisfaction, attachment and enjoyment that can be felt by using beauty devices.