Research Paper : The Empirical Study on the Effects of Use Intention of Skin Care Shop Users

Park, Jung Hee

Journal of the Korean Society of Cosmetology 2010;16(4):978-990.
Published online December 31, 2010.

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Research Paper : The Empirical Study on the Effects of Use Intention of Skin Care Shop Users

Jung Hee Park

Abstract

The purpose of this study is to demonstrate the effects of use intention of the skin care shop users. This study developed the individual characteristics of skin care users were composed of dependency, impulsiveness, and self-efficacy and social influence included subjective norms and visibility. And the motive of use were indicated as enjoyment and usefulness and use intention was presented as consequence variable. For a more realistic approach, empirical research was conducted on skin care shop which located in Seoul. Daegu, and Kyungbuk region. 279 samples were used for this analysis. The results of the empirical research can be summarized as follows : First, it was found that impulsiveness and self-efficacy positively affected enjoyment, but dependency positively didn`t affect enjoyment. Second, it was found that dependency, impulsiveness and self-efficacy positively affected usefulness. Third, it was found that subjective norms positively didn`t affect enjoyment, but visibility positively affected enjoyment. Forth, it was found that subjective norms positively affected usefulness, but visibility positively didn`t affect usefulness. Fifth, it was found that enjoyment positively affected usefulness. Sixth, it was found that enjoyment positively affected use intention. Finally, it was found that usefulness positively affected use intention.

Key Words: Dependency, Impulsiveness, Self-efficacy, Subjective norms, Visibility, Use motivation, Use intention