Journal of the Korean Society of Cosmetology 2018;24(6):1248-1255.
Published online December 31, 2018.
디자이너신뢰가 헤어제품신뢰와 지불의사에 미치는 영향
용선화, 박은준
Influence that Designer Reliance has on the Reliance of Hair Product and Payment Intention
Seon-haw Yong, Eun-jun Pack
Abstract
Contemporary society is changing not only to buy goods but also to perceive its own experience and personality and to be able to have spiritual stimulation, sympathy, and exchange of the product in the traditional marketing with product characteristic or function center. This study intends to investigate which influence designer reliance has on product reliance and payment intention. The purpose of outcome drawn by this study is to establish the payment intention & strategy and to provide basic academic materials with justness & authenticity of price of product confidently chosen by designer. For study method, self-administered questionnaire was used and SPSS 22.0 was used to analyze the collected materials. Frequency analysis, factor analysis(main components analysis, varimax are used) reliability analysis, regression analysis were used. The outcome of study is as follows. First, checking the influence that designer reliance has on product reliance, it is found that expertise & popularity significantly have positive(+) influence. Then, it is found that when consumer visits salon, the reliance of product professionally used depending on designer reliance increases. Second, checking the influence that designer reliance has on payment intention, it is found that payment intention has significant positive(+) influence. Given that uptrend intention has significant positive(+) influence on the residual factors except reliability, it satisfies the designer
Key Words: Designer Reliance, Payment Intention, Product Reliance
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