Effects of Reverse Showrooming Choice Attributes on the Intention of Beauty Customer Satisfaction

Jho, Hae-in; Yang, Mee-kyung; Moon, Ji-hyo; Yang, Eun-jin

Journal of the Korean Society of Cosmetology 2020;26(3):582-590.
Published online June 30, 2020.

리버스 쇼루밍 선택속성이 미용소비자 행동에 미치는 영향

조해인, 양미경, 문지효, 양은진

Effects of Reverse Showrooming Choice Attributes on the Intention of Beauty Customer Satisfaction

Hae-in Jho, Mee-kyung Yang, Ji-hyo Moon, Eun-jin Yang

Abstract

This study sought to establish a factor analysis and system for the attributes chosen in reverse shoring and explore the effect on consumers' intention to use, customer satisfaction, and intention of retaking. The research method used 299 of its own questionnaires for hair shop customers living in Seoul and Gyeonggi Province as final analysis data. First, a study found that factors of review that informs users' judgment played an important role in consumers' choice of beauty salons. Second, beauty consumer behavior can be largely divided into customer satisfaction, visits and reemployment, but the higher a woman is or the higher the salary, the higher the consumer behavior. Third, the analysis of the correlation between the optional characteristics of reverse show-roaming and the consumer behavior of hair salons showed that price, store, review, exposure and convenience were customer satisfaction, visitability, remote and statistically significant definition correlations. In response, this study examines the behavior of beauty consumers based on the optional attribute of Reverse Shrooming, suggesting a direction in which the beauty market can adapt quickly to and respond to changes in new environment and technology development, and hopes that efficient convergence online and offline will help develop content.

Key Words: Choice attributes, Customer satisfaction, Intended to purchase, Reverse showrooming, WOM