Earticle

초록

영어

This study attempted to investigate the influence of beauty salon marketing mix on revisit intention in women in their 20s. For this, a questionnaire survey was performed against young adult women in their 20s in Daegu and Gyeongsangbuk-do. The collected data were analyzed by SPSS 27.0. To analyze subjects’ general characteristics, frequency analysis was conducted. For factor analysis, exploratory factor analysis was carried out. For reliability testing, Cronbach’s alpha was estimated. In terms of research methods, Pearson’s correlation coefficient and multiple regression analysis were performed, and the results found the following: First, in marketing mix by occupation, there were differences in products, advertisements, and revisit intention. Second, both product and price had a positive effect on revisit intention. Specifically, products had a greater effect on revisit intention. Therefore, it is anticipated that marketing strategies will become more important to increase revisit intention through the beauty salon marketing mix for young women in their 20s.

중국어

本文以20多岁的女性为研究对象, 在大邱, 庆北的美容院实施了问卷调查, 调查了美容院组 合营销对再访意愿的影响. 问卷使用SPSS 27.0统计软件对被调者的一般特征进行了频率分析, 因素分析则确认了Cronbach's α系数, 以便进行探索性因素分析与可信度验证. 本文研究方 法采用皮尔逊相关性分析和多重回归分析. 研究结果显示, 第一, 不同职业群体在组合营销 产品, 宣传和再访意愿上都存在差异. 第二, 组合营销中产品和价格对再访意愿产生了正向 性影响. 另外, 在产品和价格中, 对再次访问意愿影响更大的是产品. 因此. 为提高20多岁 女性的美容院再访意愿. 营销战略技术尤为重要.

목차

Abstract
I. 서론
II. 이론적 배경
1. 마케팅믹스
2. 재방문의도
III. 연구 내용 및 방법
1. 연구문제
2. 조사대상 및 자료수집
3. 측정도구
4. 자료분석 방법
IV. 결과 및 고찰
1. 조사대상자 특성 속성
2. 마케팅믹스요인 분석 및 재방문의도 신뢰도 분석
3. 마케팅믹스, 재방문의도의 기초 분석
4. 조사대상자의 특성에 따른 마케팅믹스와 재방문의도의 차이 분석
5. 마케팅믹스, 재방문의도의 상관관계
6. 마케팅믹스가 재방문의도에 미치는 영향
V. 결론
참고문헌
中文摘要

키워드

저자

• 강정임 [ Jeong Im Kang | 가톨릭상지대학교 글로벌뷰티케어과 조교수 ] 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