| 헤어샵에서 판매하는 제품에 대한 소비자인식과 만족도 및 구전의도의 영향관계 |
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우연수, 박은준 |
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| Effect Relationship of Consumer Perception, Satisfaction and Word-of-mouth Intention about Products Sold at Hair Shop |
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Yeon Soo Woo, Eun Jun Park |
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| Abstract |
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The purpose of this study is to investigate the relationship between perception and satisfaction of the hair shop products and the influence of word-of-mouth intention. Consumers who have experience purchasing products in the hair shop are set as subjects of investigation. Data from 234 questionnaires collected through surveys were analyzed by SPSS 22.0. First, women, twenties and less than one million won were the most. Second, the purchasing frequency was the highest at once every three months, and the average expenditure per one was less than 30,000 won~60,000 won. Mainly products purchased were shampoo/conditioner, reason for purchasing was effect/function of product, and most important thing in purchasing product was effect/function. The repurchase and reason are that effect of product is satisfactory, quality is excellent. And in the case of not repurchasing, does not feel the necessity of periodical purchase at hair shop. Third, consumer perception and satisfaction each are three factors were derived. The mean of three items was used as the word-of-mouth intention. Fourth, the relationship between perception, satisfaction, and word-of-mouth intention had a partially significant effect. it is necessary to emphasize that hair shop products are that can be trusted and products that are more effective or function than those sold in the market. Also, it should focus on raising awareness, raise satisfaction, and word-of-mouth activity is important to focus on making it active. It hope that this research results will help us to develop the hair products in the future and promote the sales of the products. |
| Key Words:
Hair Shop products, Perception, Satisfaction, Word-of-Mouth intention |
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