Earticle

초록

영어

This study aimed to examine the effects of SNS content characteristics of beauty academies on visit intention and to verify the mediating effect of brand awareness among consumers in their teens and twenties in the Busan and Gyeongnam regions. To achieve this, a survey was conducted among consumers who acquired beauty-related information through SNS or intended to visit beauty academies, and 188 valid responses were analyzed using SPSS 25.0. The data were analyzed through frequency analysis, exploratory factor analysis, reliability analysis, Pearson’s correlation analysis, and hierarchical regression analysis. Results showed that the sub-factors of SNS content characteristics, namely reliability, informativeness, interactivity, and entertainment, had significant positive correlations with both brand awareness and visit intention. In addition, brand awareness was found to have a partial mediating effect on the relationship between SNS content characteristics and visit intention. These findings indicate that the SNS content of beauty academies not only directly influences visit intention but also indirectly enhances visit intention through the formation of brand awareness. Therefore, beauty academies need to strengthen the qualitative characteristics of their SNS content and encourage visits from prospective students through consistent brand exposure.

중국어

本研究以釜山、庆南地区10-20 岁消费者为对象，验证美容学院SNS 内容特征对受众到访意向的影响，以及品牌认知度的中介作用。研究以通过SNS 获取美容信息、有美容学院到访意愿的消费者为样本开展问卷调查，最终回收有效问卷188 份，采用SPSS 25.0 进行数据分析。分析方法包括频率分析、探索性因子分析、信度分析、Pearson 相关分析、分层回归分析。结果显示：SNS 内容特征的四个维度—— 可靠性、信息性、互动性、娱乐性，均与品牌认知度、到访意向呈显著正相关；品牌认知度在SNS 内容特征与到访意向的关系中发挥部分中介作用。这说明美容学院的SNS 内容不仅直接影响受众到访意愿，还可通过品牌认知度建设间接提升引流效果。据此，美容学院需提升SNS 内容质量，通过持续统一的品牌曝光，推动潜在学员到访转化。

목차

Abstract
I. 서론
II. 이론적 배경
1. SNS 콘텐츠특성
2. 브랜드인지도
3. 방문의도
III. 연구 방법
1. 연구문제
2. 연구대상 및 자료수집
3. 측정도구
4. 자료분석 방법
IV. 결과 및 고찰
1. 조사대상자의 일반적 특성
2. 타당성과 신뢰도 검증
3. SNS콘텐츠특성, 브랜드인지도, 방문의도의 상관관계
4. SNS콘텐츠특성이 방문의도에 미치는 영향에서 브랜드인지도의 매개효과
V. 결론
참고문헌
中文摘要

키워드

저자

• 김현주 [ Hyun-Ju Kim | 춘해보건대학교 글로벌뷰티과 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