Earticle

초록

영어

In recent years, studies on SNS marketing have been increasing in the areas of hair and nail care in the beauty industry, but there is a lack of research on SNS marketing in the field of skin care. The purpose of this study was to examine the level of the perception of SNS marketing and the status of SNS marketing utilization among the skin care boutiques using SNS for marketing, and to investigate the effect of SNS marketing utilization on business performance. This study was conducted from May 1, 2017 to June 20, 2017 by carrying out a survey of a total of 184 skin care boutiques located in Busan that were using SNS for marketing using a self-administered questionnaire regarding the impact of SNS marketing utilization on business performance. The data were analyzed by performing a t-test, ANOVA, Duncan test, and multiple regression analysis using the SAS statistical program (version 9.4). The results showed that the level of the perception of SNS marketing was 3.7±0.6 points on a 5-point scale, the level of SNS marketing utilization was 3.2±0.8 points on a 5-point scale, and the business performance was 3.4±0.8 points on a 5-point scale, respectively. With respect to the effects of the perception and utilization of SNS marketing on business performance, the higher the level of the perception of SNS marketing was, the higher the level of business performance was (p<0.001). In addition, the higher the level of SNS marketing utilization was, the higher the level of business performance was (p<0.001). In this study, the use of SNS for marketing in the skin care business was found to affect business performance. Therefore, in order to enhance the business performance of skin care boutiques, strategic methods to actively utilize SNS marketing on the basis of systematic operation policy support and education need to be explored.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 연구방법
  1. 연구대상 및 기간
  2. 연구도구 및 구성
  3. 자료분석
 Ⅲ. 연구결과
  1. 연구대상자의 일반적 특성
  2. 연구대상자의 SNS 마케팅 이용 행태
  3. SNS 마케팅 인식도, 활용도, 경영성과 수준
  4. SNS 마케팅 인식도, 활용도, 경영성과의 상관관계
  5. 일반적 특성에 따른 SNS 마케팅 경영성과 비교
  6. SNS 마케팅 이용 행태에 따른 경영성과 비교
  7. SNS 마케팅 인식도와 활용도가 경영성과에 미치는 영향
 Ⅳ. 고찰
 Ⅴ. 결론
 참고문헌

키워드

저자

• 이현숙 [ Hyun Sook Lee | 고신대학교 보건대학원 미용보건전공 ]
• 이원숙 [ Won Sook Lee | 고신대학교 대학원 보건과학과 ]
• 정미향 [ Mi-Hyang Jeong | 고신대학교 대학원 보건과학과 ]
• 이용환 [ Yong Hwan Lee | 고신대학교 의과대학 예방의학교실 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646