The purpose of this study is to look into the structural relationship between variables by selecting a self-nail consumer’s consumption motivation, self-efficacy, nail involvement and continuance intention with the aim of presenting marketing strategies, etc. in line with consumers’ needs of the new self-nail market by grasping consumers’ wide variety of individuality, desires, concern for self-nail, or nail care behavior, etc. consequent on the steady increase in the number of self-nail consumers.
To this end, this study conducted a survey of 594 females in their 20s~ 50s, who were doing self-nail care more than once a month, from July 30, 2016 until August 28, 2016, and this study obtained the conclusion based on the analysis results using SPSS 23.0 and AMOS 23.0.

First, it was found that a self-nail consumer’s consumption motivation, self-efficacy, nail involvement had a direct influence on continuance intention. In other words, it was found that the higher the self-nail consumption motivation, self-nail self-efficacy and self- nail involvement, the higher the continuation intention. In addition, self-nail involvement was found to be a variable having the biggest influence on continuance intention.
Second, a self-nail consumer’s consumption motivation & self-efficacy were found to have a direct influence on nail involvement. In other words, it was found that the higher the self-nail consumption motivation and self-efficacy, the higher the nail involvement.

Third, a self-nail consumer’s consumption motivation was found to have a direct influence on self-efficacy. In other words, it means that the higher the self-nail consumption motivation, the higher the self-efficacy.

Fourth, it was found that a self-nail consumer’s consumption motivation had an indirect influence on continuance intention through self-efficacy. In other words, self-efficacy was found to have a mediated effect between consumption motivation and continuance intention, which explains that the higher a self-nail consumer has the motivation to do nail, the higher the consumer’s continuance intention while the higher a self-nail consumer’s self-efficacy, the higher the continuance intention consequent on consumption motivation as well.

Fifth, it was found that a self-nail consumer’s consumption motivation had an indirect influence on continuance intention through nail involvement. In other words, nail involvement was found to have a mediated effect between consumption motivation and continuance intention, which means that the higher a self-nail consumer’s motivation to do nail, the higher the continuance intention while the higher nail involvement, the higher the continuance intention consequent on consumption motivation as well.

Sixth, it was found that a self-nail consumer’s consumption motivation had an indirect influence on nail involvement through self-efficacy. In other words, self-efficacy was found to have a mediated effect on consumption motivation and nail involvement, which means that the higher a consumer’s self-efficacy in self-nail, the higher the nail involvement, and the higher the self-efficacy consequent on consumption motivation, the more influence has on nail involvement.
Seventh, self-nail self-efficacy was found to have an indirect influence on continuance intention through nail involvement. In other words, nail involvement was found to have a mediated effect on self-efficacy and continuance intention. This means the higher the self-nail involvement, the higher the continuance intention as well while the higher the nail involvement consequent on self-efficacy, the higher the self-nail continuance intention.

Looking into the results as above, it might be possible to get to the knowledge that it’s important to well grasp the consumption motivation, such as a self-nail consumer’s practicality/creativity, diversion, and pursuit of individuality, etc. and to concentrate one’s effort for self-nail motivation and to endeavor to raise self-efficacy as to the knowledge related to self-nail technique and self-nail. Particularly, from a consumer’s position, involvement in importance, concern & interest and attraction in relation to self-nail indicates the highest direct, indirect influence among the continuance intention-related variables, so beauty-related businesses, such as a nail-related product business, or trend product developer, etc. are in need of efficient management of ever-increasing self-nail consumers, and marketing strategies.
Accordingly, this study is looking forward to marketing revitalization of the nail product market through strategy-setting for customer retention& management that makes it possible for a consumer to continuously maintain his/her self-nail behavior suited for a trend by providing the relevant materials, such as new trend introduction or product introduction, etc. related to nail through SNS like self-nail beauty programs for progress in self-nail techniques or ability by heightening self-nail consumers’ interest or involvement, YouTube, or Facebook, etc. and self-nail blog, etc.