Pub Date : 2023-08-31DOI: 10.52660/jksc.2023.29.4.1050
Seo-Ha Jeoung, Keun-Kwang Lee
The total polyphenol and flavonoid content, phenolic acid composition and contents, some antioxidant activity effects, and cytotoxicity against HaCaT cell line of red cabbage leaf hot water extract were investigated as follows. As a result of measuring the total polyphenol and flavonoid content, the total flavonoid content was slightly higher than the total polypheol content. As a result of analyzing the composition and contents of phenolic acid and flavonoid, two types of phenolic acid were identified, but flavonoid was not identified. DPPH and ABTS radical scavenging activity, and FRAP tended to increase as the treatment concentration increased, and this tendency was found to have statistical significance (p<.001). The degree of cytotoxicity to the HaCaT cell line was found to increase with increasing treatment concentration, and at a treatment concentration of 100 μg/ml, cell growth was reduced by about 22% compared to the control. Therefore, the hot-water extract of red cabbage leaves has significant antioxidant activity, and it is considered that it may be used as a natural antioxidant for functional cosmetic raw materials. However, it is considered that there is a need for more continuous research on the degree of cytotoxicity according to the cell line.
{"title":"A Study on the Phenolic Acid Compositions, Antioxidant Activities and Cell Cytotoxicity of Red Cabbage Leaf Extract as Functional Cosmetic Raw Materials","authors":"Seo-Ha Jeoung, Keun-Kwang Lee","doi":"10.52660/jksc.2023.29.4.1050","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.4.1050","url":null,"abstract":"The total polyphenol and flavonoid content, phenolic acid composition and contents, some antioxidant activity effects, and cytotoxicity against HaCaT cell line of red cabbage leaf hot water extract were investigated as follows. As a result of measuring the total polyphenol and flavonoid content, the total flavonoid content was slightly higher than the total polypheol content. As a result of analyzing the composition and contents of phenolic acid and flavonoid, two types of phenolic acid were identified, but flavonoid was not identified. DPPH and ABTS radical scavenging activity, and FRAP tended to increase as the treatment concentration increased, and this tendency was found to have statistical significance (p<.001). The degree of cytotoxicity to the HaCaT cell line was found to increase with increasing treatment concentration, and at a treatment concentration of 100 μg/ml, cell growth was reduced by about 22% compared to the control. Therefore, the hot-water extract of red cabbage leaves has significant antioxidant activity, and it is considered that it may be used as a natural antioxidant for functional cosmetic raw materials. However, it is considered that there is a need for more continuous research on the degree of cytotoxicity according to the cell line.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"27 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90295907","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-31DOI: 10.52660/jksc.2023.29.4.992
Su-hyun Kim, Hwa-Jung Choi
The purpose of this study is to investigate the effect of self-scalp massage on adult stress. A total of 412 surveys were analyzed using the statistical pack age (SPSS WIN 24.0). As a result, 256 (62.1%) women, 129 (31.3%) in their 30s, and 231 (56.1%) had spouses. As a result, in the case of depression and cognitive impairment, the degree of depression and cognitive impairment after self-scalp massage was lower than that before self-scalp massage, indicating that there was a difference (t=28.671, p<.001), in the case of anxiety, the degree of anxiety after self-scalp massage was lower than the degree of anxiety before self-scalp massage, indicating that there was a difference (t=30.002, p<.001). And in the case of anger, the degree of anger after self-scalp massage was lower than the degree of anger before self-scalp massage, indicating that there was a difference (t=29.623, p<.001), in the case of VAS, the degree of VAS after self-scalp massage was lower than the degree of VAS before self-scalp massage, indicating that there was a difference (t=41.895, p<.001). In conclusion, there was a positive change in the stress reduction index of adults in self-scalp massage. Therefore, based on these results, it will help to develop self-massage programs, analyze and prove their effects on adult stress, and reduce adult stress.
{"title":"The Effect of Self Scalp Massage on Adult Stress","authors":"Su-hyun Kim, Hwa-Jung Choi","doi":"10.52660/jksc.2023.29.4.992","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.4.992","url":null,"abstract":"The purpose of this study is to investigate the effect of self-scalp massage on adult stress. A total of 412 surveys were analyzed using the statistical pack age (SPSS WIN 24.0). As a result, 256 (62.1%) women, 129 (31.3%) in their 30s, and 231 (56.1%) had spouses. As a result, in the case of depression and cognitive impairment, the degree of depression and cognitive impairment after self-scalp massage was lower than that before self-scalp massage, indicating that there was a difference (t=28.671, p<.001), in the case of anxiety, the degree of anxiety after self-scalp massage was lower than the degree of anxiety before self-scalp massage, indicating that there was a difference (t=30.002, p<.001). And in the case of anger, the degree of anger after self-scalp massage was lower than the degree of anger before self-scalp massage, indicating that there was a difference (t=29.623, p<.001), in the case of VAS, the degree of VAS after self-scalp massage was lower than the degree of VAS before self-scalp massage, indicating that there was a difference (t=41.895, p<.001). In conclusion, there was a positive change in the stress reduction index of adults in self-scalp massage. Therefore, based on these results, it will help to develop self-massage programs, analyze and prove their effects on adult stress, and reduce adult stress.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"35 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88533182","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-31DOI: 10.52660/jksc.2023.29.4.873
Jin-Yeong Yang, E. Yang
This study investigated the effect of recovery fairness and customer satisfaction according to the failure of beauty salon service of consumers in their 20s, and prepared countermeasures against failure of beauty salon service and methods of customer retention to be used as basic data for establishing marketing strategies. There is a purpose of research. 230 copies were distributed through online and offline surveys, and among the 224 copies collected, 216 copies were used for the final analysis, excluding 8 questionnaires that were not suitable for analysis. The collected data were subjected to frequency analysis, exploratory factor analysis, Pearson's correlation analysis, and multiple regression analysis using the SPSS 21.0 statistical package program. As a result of the analysis, it was found that hair salon service failure partially had a statistically significant effect on recovery fairness, and recovery fairness had a statistically significant effect on customer satisfaction. Therefore, recovery fairness for service failure for long-term customer management is an important factor. Showing an attitude of understanding customer complaints through psychological recovery measures that listen to and sympathize with consumers' complaints as well as material compensation when service failures occur can be one way to increase customer satisfaction. In addition, it is necessary to educate the fair handling system according to service failure through technical training, trend training, and systematic employee training programs. , it is thought that it will be possible to establish a plan for customer retention and long-term customer management.
{"title":"The Effect of Recovery Fairness on Customer Satisfaction Due to the Failure of Beauty Parlor Service by Consumers in Their 20s","authors":"Jin-Yeong Yang, E. Yang","doi":"10.52660/jksc.2023.29.4.873","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.4.873","url":null,"abstract":"This study investigated the effect of recovery fairness and customer satisfaction according to the failure of beauty salon service of consumers in their 20s, and prepared countermeasures against failure of beauty salon service and methods of customer retention to be used as basic data for establishing marketing strategies. There is a purpose of research. 230 copies were distributed through online and offline surveys, and among the 224 copies collected, 216 copies were used for the final analysis, excluding 8 questionnaires that were not suitable for analysis. The collected data were subjected to frequency analysis, exploratory factor analysis, Pearson's correlation analysis, and multiple regression analysis using the SPSS 21.0 statistical package program. As a result of the analysis, it was found that hair salon service failure partially had a statistically significant effect on recovery fairness, and recovery fairness had a statistically significant effect on customer satisfaction. Therefore, recovery fairness for service failure for long-term customer management is an important factor. Showing an attitude of understanding customer complaints through psychological recovery measures that listen to and sympathize with consumers' complaints as well as material compensation when service failures occur can be one way to increase customer satisfaction. In addition, it is necessary to educate the fair handling system according to service failure through technical training, trend training, and systematic employee training programs. , it is thought that it will be possible to establish a plan for customer retention and long-term customer management.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83311196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-31DOI: 10.52660/jksc.2023.29.4.972
Eunhwa Jang, Geon-A Jeong, Eun-Jun Park
This study aimed to investigate the influence of the congruence between brand image and self-image on brand loyalty within the context of hair salons. A total of 620 online surveys were distributed to hair salon customers in Seoul, Gyeonggi, and Jeju regions using Naver Form, with all 620 surveys successfully collected. The research findings revealed the following key results. Firstly, among the sub-factors of self-image congruence, both ideal self-image and actual self-image were found to significantly impact the brand image, with symbolic image, experiential image, and functional image being the order of significance. Additionally, the sub-factor of social self-image was found to significantly influence the brand image, following the order of symbolic image and experiential image. Secondly, among the sub-factors of brand loyalty, attitudinal loyalty demonstrated a significant influence in the following order: functional image, experiential image, and symbolic image of the brand image. On the other hand, behavioral loyalty showed a significant impact in the order of functional image and symbolic image of the brand image. Thirdly, both attitudinal and behavioral loyalty, as sub-factors of brand loyalty, were found to be significantly influence the sub-factors of self-image congruence, with the order of importance being ideal self-image, social self-image, and actual self-image. This study emphasizes the importance for hair salon brands to focus on enhancing their brand image and strive to align consumer self-image with the brand image. By recognizing and adapting to this congruence, hair salons can effectively increase brand loyalty.
{"title":"The Impact of Hair Salon Brand Image on Self-Image Congruence and Brand Loyalty","authors":"Eunhwa Jang, Geon-A Jeong, Eun-Jun Park","doi":"10.52660/jksc.2023.29.4.972","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.4.972","url":null,"abstract":"This study aimed to investigate the influence of the congruence between brand image and self-image on brand loyalty within the context of hair salons. A total of 620 online surveys were distributed to hair salon customers in Seoul, Gyeonggi, and Jeju regions using Naver Form, with all 620 surveys successfully collected. The research findings revealed the following key results. Firstly, among the sub-factors of self-image congruence, both ideal self-image and actual self-image were found to significantly impact the brand image, with symbolic image, experiential image, and functional image being the order of significance. Additionally, the sub-factor of social self-image was found to significantly influence the brand image, following the order of symbolic image and experiential image. Secondly, among the sub-factors of brand loyalty, attitudinal loyalty demonstrated a significant influence in the following order: functional image, experiential image, and symbolic image of the brand image. On the other hand, behavioral loyalty showed a significant impact in the order of functional image and symbolic image of the brand image. Thirdly, both attitudinal and behavioral loyalty, as sub-factors of brand loyalty, were found to be significantly influence the sub-factors of self-image congruence, with the order of importance being ideal self-image, social self-image, and actual self-image. This study emphasizes the importance for hair salon brands to focus on enhancing their brand image and strive to align consumer self-image with the brand image. By recognizing and adapting to this congruence, hair salons can effectively increase brand loyalty.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"57 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74389021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.52660/jksc.2023.29.3.777
Ji-Yong Lee, Jin-Jung Ahn
A study was conducted on how men's self-consciousness leads to interest in appearance management and makeup behavior. Personal value for appearance management leads to various behaviors, and consequently, consumption behaviors occur. A study was conducted on the effect of self-consciousness and interest in appearance leading to makeup behavior in MZ males (20s to 40s). Research method: Survey conducted on 334 males, factor analysis using SPSS 18.0, reliability analysis, multiple regression analysis.Self-consciousness was classified into introverted and extroverted self-consciousness, and as a result of examining the effect on self-important appearance interest by factor, all had a positive (+) effect. Positive (+) results were shown in makeup behavior for both the self-esteem and the othercentered appearance interest.Since the higher the self- consciousness, the higher the interest in appearance and the purchasing behavior of cosmetics due to makeup, it can be used as basic data for marketing for advertising and product development for men's cosmetics.
{"title":"The Effect of Interest in Appearance According to Self-consciousness on Makeup Behavior: Focusing on men in their 20s to 40s","authors":"Ji-Yong Lee, Jin-Jung Ahn","doi":"10.52660/jksc.2023.29.3.777","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.3.777","url":null,"abstract":"A study was conducted on how men's self-consciousness leads to interest in appearance management and makeup behavior. Personal value for appearance management leads to various behaviors, and consequently, consumption behaviors occur. A study was conducted on the effect of self-consciousness and interest in appearance leading to makeup behavior in MZ males (20s to 40s). Research method: Survey conducted on 334 males, factor analysis using SPSS 18.0, reliability analysis, multiple regression analysis.Self-consciousness was classified into introverted and extroverted self-consciousness, and as a result of examining the effect on self-important appearance interest by factor, all had a positive (+) effect. Positive (+) results were shown in makeup behavior for both the self-esteem and the othercentered appearance interest.Since the higher the self- consciousness, the higher the interest in appearance and the purchasing behavior of cosmetics due to makeup, it can be used as basic data for marketing for advertising and product development for men's cosmetics.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"110 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78696140","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.52660/jksc.2023.29.3.796
Yezi Yeo, Jin-Yi Kim, Hyo-Jin Lee, H. Ju, Eun-Jun Park
As appearance is regarded as one of the individual's abilities and the importance of appearance is emphasized day by day, many people make various efforts such as plastic surgery or weight management. In the case of married people, negligence in appearance management has a negative effect on appearance perception and decreases self-esteem, causing personal stress. In the age of super-aging, which goes beyond "well-being" to the concept of "well-aging," interest in skin aging and gray hair naturally continues, and it is important to understand how dyeing affects married customers. This study collected data from married people survey in Seoul to determine whether married people's dyeing color affects appearance recognition and dyeing satisfaction, confirming that married people's dyeing color can have a significant impact on appearance recognition and dyeing satisfaction. Hair beauty service workers help consumers consume effective beauty through marketing based on the results of these studies. In addition, it is possible to increase the satisfaction of married people's hair color choices and dyeing procedures through the use of coloring products that replace stimulating hair dyes and procedures suitable for individuals.
{"title":"The Effect of Preferred Dye Color on Married People's Appearance Perception and Dye Satisfaction","authors":"Yezi Yeo, Jin-Yi Kim, Hyo-Jin Lee, H. Ju, Eun-Jun Park","doi":"10.52660/jksc.2023.29.3.796","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.3.796","url":null,"abstract":"As appearance is regarded as one of the individual's abilities and the importance of appearance is emphasized day by day, many people make various efforts such as plastic surgery or weight management. In the case of married people, negligence in appearance management has a negative effect on appearance perception and decreases self-esteem, causing personal stress. In the age of super-aging, which goes beyond \"well-being\" to the concept of \"well-aging,\" interest in skin aging and gray hair naturally continues, and it is important to understand how dyeing affects married customers. This study collected data from married people survey in Seoul to determine whether married people's dyeing color affects appearance recognition and dyeing satisfaction, confirming that married people's dyeing color can have a significant impact on appearance recognition and dyeing satisfaction. Hair beauty service workers help consumers consume effective beauty through marketing based on the results of these studies. In addition, it is possible to increase the satisfaction of married people's hair color choices and dyeing procedures through the use of coloring products that replace stimulating hair dyes and procedures suitable for individuals.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"80 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91234268","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.52660/jksc.2023.29.3.629
Eunhee An, Mi-ock Woo
The purpose of this study is to find the effects of men’s permanent makeup motivation on experience satisfaction and the mediation effects of psychological well-being. For data analysis, SPSS 26.0 was used as a statistical program. Exploratory factor analysis and reliability analysis were conducted to analyze the sub dimensions of motivation, experience satisfaction, and psychological well-being. Pearson's correlation and hierarchical regression analysis were carried out to find the influential relations between variables. As a result, autonomy under psychological well-being had partial mediation effects on the relationship between motivation and experience satisfaction, whereas interpersonal relationship under psychological well-being had no mediation effects on the relationship between motivation and experience satisfaction. The reason why the care behavior induced by permanent makeup or plastic surgery failed to affect interpersonal relationship as a psychological factor is that unlike women, men tend to have autonomous self-determination to overcome defects of their looks and pursue self-efficiency for more self-confidence, rather than follow others’ consciousness motivation to attract others’ attention to makeup.
{"title":"Effects of Men’s Permanent Makeup Motivation on Experience Satisfaction and Mediating Effects of Psychological Well-Being","authors":"Eunhee An, Mi-ock Woo","doi":"10.52660/jksc.2023.29.3.629","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.3.629","url":null,"abstract":"The purpose of this study is to find the effects of men’s permanent makeup motivation on experience satisfaction and the mediation effects of psychological well-being. For data analysis, SPSS 26.0 was used as a statistical program. Exploratory factor analysis and reliability analysis were conducted to analyze the sub dimensions of motivation, experience satisfaction, and psychological well-being. Pearson's correlation and hierarchical regression analysis were carried out to find the influential relations between variables. As a result, autonomy under psychological well-being had partial mediation effects on the relationship between motivation and experience satisfaction, whereas interpersonal relationship under psychological well-being had no mediation effects on the relationship between motivation and experience satisfaction. The reason why the care behavior induced by permanent makeup or plastic surgery failed to affect interpersonal relationship as a psychological factor is that unlike women, men tend to have autonomous self-determination to overcome defects of their looks and pursue self-efficiency for more self-confidence, rather than follow others’ consciousness motivation to attract others’ attention to makeup.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"87 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81336864","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.52660/jksc.2023.29.3.605
J. Park, Eun-Young Choi
The main purpose of this study is to examine the effects of instagram characteristics (informativeness, playfulness, reliability) on the purchase intention of cosmetics. And it is confirmed whether there are mediating effects of heuristics and reviews between characteristics of instagram and purchase intention of cosmetics. For the purpose of this study's goal, the 500 samples were collected from entrust survey in Seoul and metropolitan area. The analytical method of this study conducted frequency analysis, descriptive statistics, reliability and correlation analysis, using SPSS WIN 23.0 program, as well as confirmatory factor analysis, path analysis, multi-parametric model analysis, using AMOS 21.0 program. The results of this study are as follows. First, the results revealed that instagram characteristics (informativeness) influence positively purchase intention of cosmetics, and instagram characteristics (playfulness, reliability) influence reviews, heuristics influence positively purchase intention of cosmetics. Second, the perfect mediating effect of heuristics and reviews was found in the process where instagram characteristics (playfulness, reliability) exercise an influence on purchase intention of cosmetics. In conclusion, the results of this study are expected to provide basic data for cosmetics companies to grow and develop further by establishing effective marketing strategies in the future.
{"title":"Mediating Effects of Heuristics and Reviews in the Relationship between Instagram Characteristics and Purchase Intention of Cosmetics","authors":"J. Park, Eun-Young Choi","doi":"10.52660/jksc.2023.29.3.605","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.3.605","url":null,"abstract":"The main purpose of this study is to examine the effects of instagram characteristics (informativeness, playfulness, reliability) on the purchase intention of cosmetics. And it is confirmed whether there are mediating effects of heuristics and reviews between characteristics of instagram and purchase intention of cosmetics. For the purpose of this study's goal, the 500 samples were collected from entrust survey in Seoul and metropolitan area. The analytical method of this study conducted frequency analysis, descriptive statistics, reliability and correlation analysis, using SPSS WIN 23.0 program, as well as confirmatory factor analysis, path analysis, multi-parametric model analysis, using AMOS 21.0 program. The results of this study are as follows. First, the results revealed that instagram characteristics (informativeness) influence positively purchase intention of cosmetics, and instagram characteristics (playfulness, reliability) influence reviews, heuristics influence positively purchase intention of cosmetics. Second, the perfect mediating effect of heuristics and reviews was found in the process where instagram characteristics (playfulness, reliability) exercise an influence on purchase intention of cosmetics. In conclusion, the results of this study are expected to provide basic data for cosmetics companies to grow and develop further by establishing effective marketing strategies in the future.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"4 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90120633","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.52660/jksc.2023.29.3.719
Eunpyung Seo, Oh-Hyeok Kwon
This study aims to establish a plan to revitalize the management of one-person hair shops by systematically researching relationship marketing as a way to strengthen the competitiveness of one-person hair shops and presenting it as basic data for marketing. For this study, a survey was conducted focusing on residents of the Seoul metropolitan area who have experience using or are using a one-person hair shop. The survey was conducted for about a month from January 15, 2023 to February 20, 2023, and 288 copies were used for statistical analysis. Frequency analysis, factor analysis, reliability analysis, regression analysis, and mediated regression analysis were performed using SPSS 25.0. As a result, it was confirmed that relationship marketing had a positive (+) effect on both customer emotional response and long-term orientation, and research on the mediating role of customer emotional response in the relationship between relationship marketing and long-term orientation showed that reliability and store image were completely mediated. Based on the results of this study, it was found that single-person hair shops need to not only make steady efforts to maintain consumers' long-term orientation by strengthening customer sentiment responses through differentiated relationship marketing, but also establish a system to manage customers systematically and efficiently. In-depth understanding of customers through customer emotional responses plays a major role in strengthening the competitiveness of One-person hair shops by maintaining positive relationships.
{"title":"The Effect of Relationship Marketing on Long-Term Orientation to Strengthen the Competitiveness of One-Person Hair Shop: Mediating Effect of Customer Emotion Response","authors":"Eunpyung Seo, Oh-Hyeok Kwon","doi":"10.52660/jksc.2023.29.3.719","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.3.719","url":null,"abstract":"This study aims to establish a plan to revitalize the management of one-person hair shops by systematically researching relationship marketing as a way to strengthen the competitiveness of one-person hair shops and presenting it as basic data for marketing. For this study, a survey was conducted focusing on residents of the Seoul metropolitan area who have experience using or are using a one-person hair shop. The survey was conducted for about a month from January 15, 2023 to February 20, 2023, and 288 copies were used for statistical analysis. Frequency analysis, factor analysis, reliability analysis, regression analysis, and mediated regression analysis were performed using SPSS 25.0. As a result, it was confirmed that relationship marketing had a positive (+) effect on both customer emotional response and long-term orientation, and research on the mediating role of customer emotional response in the relationship between relationship marketing and long-term orientation showed that reliability and store image were completely mediated. Based on the results of this study, it was found that single-person hair shops need to not only make steady efforts to maintain consumers' long-term orientation by strengthening customer sentiment responses through differentiated relationship marketing, but also establish a system to manage customers systematically and efficiently. In-depth understanding of customers through customer emotional responses plays a major role in strengthening the competitiveness of One-person hair shops by maintaining positive relationships.","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"84 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87620419","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.52660/jksc.2023.29.3.697
Seo-Ra Shin, Eui-Hyoung Kim
This study attempted to investigate the influence of the perception of personal color on makeup behavior against MZers in Gwangju and Jeollanam-do with a goal of providing basic data for marketing strategies, and the results found the followings: ‘Advice from Outsiders (β=.457, p<.001)’ and ‘Direct Perception (β=.266, p<.001)’ had a positive effect on ‘Pursuit of Satisfaction’ with statistical significance. In addition, ‘Direct Perception (β=.307, p<.001)’ revealed a positive influence on ‘Popularity-seeking Behavior’ with statistical significance. Furthermore, ‘Advice from Outsiders (β=.171, p<.05)’ and ‘Direct Perception (β=.256, p<.01)’ showed a positive effect on ‘Sociality-seeking Behavior’ with statistical significance. The above results confirm that wearing makeup in perception of personal color can enhance self-confidence and satisfaction and create a good impression in interpersonal relationships. The study results
{"title":"The Influence of Perception of Personal Color on Makeup Behavior in Generation MZ","authors":"Seo-Ra Shin, Eui-Hyoung Kim","doi":"10.52660/jksc.2023.29.3.697","DOIUrl":"https://doi.org/10.52660/jksc.2023.29.3.697","url":null,"abstract":"This study attempted to investigate the influence of the perception of personal color on makeup behavior against MZers in Gwangju and Jeollanam-do with a goal of providing basic data for marketing strategies, and the results found the followings: ‘Advice from Outsiders (β=.457, p<.001)’ and ‘Direct Perception (β=.266, p<.001)’ had a positive effect on ‘Pursuit of Satisfaction’ with statistical significance. In addition, ‘Direct Perception (β=.307, p<.001)’ revealed a positive influence on ‘Popularity-seeking Behavior’ with statistical significance. Furthermore, ‘Advice from Outsiders (β=.171, p<.05)’ and ‘Direct Perception (β=.256, p<.01)’ showed a positive effect on ‘Sociality-seeking Behavior’ with statistical significance. The above results confirm that wearing makeup in perception of personal color can enhance self-confidence and satisfaction and create a good impression in interpersonal relationships. The study results","PeriodicalId":17378,"journal":{"name":"Journal of the Korean Society of Cosmetology","volume":"27 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82444658","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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