Journal of the Korean Society of Cosmetology 2019;25(2):238-244.
Published online April 30, 2019.
헤어살롱의 물리적 환경과 이미지일치성의 관계에 관한 연구
김아름, 박은준
A Study of The Relationship Among The Physical Environment and Image Congruity at Hair Salons
Ah Reum Kim, Eun Jun Park
Abstract
The purpose of this study is to examine the effect of congruity (Self-Congruity and Functional Congruity) of satisfaction on physical environment of consumers who have experienced using hair salon and to contribute to establish core positioning in consumer - centered marketing strategy. As for the subject of this study, a total of 470 questionnaires were distributed, and 462 of them were retrieved and statistical data was obtained with 454 valid questionnaires. SPSS 22.0 was used to analyze the collected data. Analytical analysis was carried out on the data in the form of frequency analysis, factor analysis, reliability analysis, and regression analysis. As a result, first, physical environment influences functional congruity in order of cleanliness, environment, and attractiveness. Second, self-congruity has a great influence in order of environment, attractiveness, and cleanliness. In conclusion, this study investigates whether the satisfaction of the tangible physical environment directly affects the formation of consumer congruity. Through this study, it is believed that this will be helpful for a marketing strategy to induce purchase intention, which is one of the purposes of the company.
Key Words: Functional Congruity, Image Congruity, Physical Environment, Self-Congruity


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