A Study on the Expected Factors and Revisiting Intent of Consumers for Hair Beauty: Focusing on the route of visit

Abstract

The purpose of this study was to investigate consumers' expectations and revisit intentions according to the route of visiting hair salons for hair beauty consumers who use hair salons, and to provide basic data for beauty management and designers' marketing strategies in the expanding beauty market. For this study, data were collected from 354 male and female consumers in their 20s or older who live in Seoul and use hair salons. For the analysis of the collected data, frequency analysis, statistical analysis, reliability analysis, and difference analysis were performed using the sps 22.0 statistical program. The results of the study are as follows. First, as a result of examining the general characteristics of the survey subjects, women showed the highest frequency of visiting hair salons once every two to three months, and the most accessible route was near the house/company. Second, as a job group that requires technology, expectations for technology that can produce the style that consumers want were the most. Third, as a result of examining the validity and reliability of the intention to revisit the salon, a single factor was derived as the intention to revisit, and there was no problem with reliability. Fourth, as a result of examining the expected factors and revisit intention of hair salon according to the general characteristics of hair beauty consumers, it was found that style was important for young people and overall service, emotion, and efficiency were expected for the elderly. Fifth, as a result of examining the expected factors of hair salon and revisit intention according to the visit route of hair beauty consumers, it was found that treatment time is important for consumers who value accessibility, and style production is important for consumers who visit through SNS. The results of this study suggest that beauty workers of various paths and ages can be effective in marketing that can build more customers if they recognize differences in satisfaction and loyalty depending on consumers and provide services accordingly.