지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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This study intends to suggest the marketing strategy plan based on the understanding of the elements that influence consumers'motivation of selecting a beauty shop by investigating the effect of esthetic desire and consumer culture on the motivation of selecting a beauty shop. To perform this study, 314 questionnaires were distributed from December 20, 2012 to January 27, 2013, targeting customers who use beauty shops located in Gyeonggi, Pocheon, Uijeongbu for practical survey, and final 294 sets were used as analysis data. Frequency analysis, factorial analysis, reliability analysis, and multiple regression analysis were implemented on the collected data by using SPSS 20.0 statistics program. The results according to study subjects of this study are as follows. First, to investigate demographic characteristics of research subjects, most of them are in the income around KRW 1,000,000∼2,000,000 monthly average and the housewives in their 40's having high school diploma. Second, as the result of investigating the dimension of esthetic desire of research subjects, 5 elements, e.g. appearance improvement type, refreshing oneself type, change seeking type, emotion satisfaction type,and indifference type, were deducted. Third, as the result of investigating the dimension of consumer culture of research subjects, 3elements, e.g. conspicuous consumption, premeditated consumption, and economizing consumption were deducted. Fourth, as the result of investigating the motivation dimension of choosing a beauty shop on research subjects, 3 elements, e.g. shop environment, shop reputation were deducted. Fifth, as the result of investigating the effect of esthetic desire on the motivation of choosing a beauty shop,statistically meaningful affirmative effect appeared. Sixth, as the result of investigating the effect of consumer culture on the motivation of choosing a beauty shop, statistically meaningful affirmative effect appeared. Salon marketing strategies considering esthetic desire and consumer culture can be suggested as follows. First, in order to secure customers' parking convenience, it is necessary to build a business cooperative relationship with neighborhood business street which has a wide and pleasant parking space. Second, new customer creation can be expected through word of mouth effect by making distinct features in rest space. Third, it is necessary to establish a system to minimize customers' waiting time. These marketing strategies are considered to be able to secure advantages in customer acquisition, and it is hopeful that the research on the understanding of elements that influence the motivation of choosing a beauty shop are to be performed from various angles.
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