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This study attempted to investigate the influence of characteristics of beauty contents on YouTube on user engagement and satisfaction against men and women nationwide and examine the mediating effects of nonverbal communication capability among such characteristics, engagement and satisfaction. The collected data were analyzed by frequency analysis and descriptive statistics, using SPSS 19.0, and the validity and reliability of measuring instruments were tested. In addition, correlation analysis, regression analysis and analysis of moderating effects were performed, and the results found the followings: In beauty-related YouTube videos, the specialty, playfulness and advertising aspects of contents revealed a significant influence, and the characteristics of YouTube contents affected user satisfaction. User engagement also had an influence on satisfaction. Concerning the influence of the playfulness of contents on user engagement, YouTuber’s body language, spatial language and appearance language showed a moderating effect. In the effects of personality of contents on engagement, a moderating effect was also observed in such body language, spatial language and appearance language. Lastly, in the influence of the advertising aspect of contents on engagement, YouTuber’s body language, spatial language and appearance language revealed a moderating effect.

本研究以美容YouTube全国男女观众为对象，探索YouTube特征对专注度和满意度产生的影响，并根据传达者的非语言交流能力的高低，考察美容YouTube特征对专注度及满意度的调节效果。本研究的资料分析使用SPSS 19.0统计程序进行，通过频率分析、技术统计学分析、测定工具的效度及信度验证、相关关系分析、回归分析、假设验证、调节效果分析等分析了统计结果。研究结果为如下：第一、美妆YouTube节目中，其内容的专业性、游戏性、广告性具有重要影响；第二、YouTube的特征对专注度和满意度均产生影响；第三、内容游戏性对专注度的影响关系中，已确认YouTuber的听觉语言没有调节效果；第四、内容个人性对专注度的影响关系中，YouTuber的外观语言没有调节效果；第五、从内容广告性对专注度产生的影响关系中，已确认YouTuber的听觉语言没有调节效果。

This study aims to increase the effectiveness of nail color management through the self-diagnosis of one's personal color. As color becomes more important in the age of sensibility, color selection is becoming more important in nail art, and a color that suits you can express clean skin, healthy beauty, and your personality and image, so choose a nail color that suits you. It is very important to do it (Yoo Seon-jin, 2006). An online questionnaire was circulated among women, focusing on color during nail care. The survey was conducted over 31 days, from July 14, 2021 to August 15, 2021, and a total of 247 copies were used as data for final analysis. According to this study, the satisfaction with nail color management associated with personal color is high, and the difference in satisfaction with nail color management with personal color self-diagnosis was most prevelent in summer cool tones (M=3.80). Therefore, in the future, the development of a personal color self-diagnosis system that can be easily performed by individuals and research on nail color management using the personal color self-diagnosis system have been studied extensively, and nail color management using the personal color self-diagnosis system has become more common. It is hoped that nail color management will be more effective in the future.

本研究的目的在于通过对个人色彩的自我诊断，提高美甲颜色管理效果。在感性时代，随着色彩的重要性越来越突出，美甲颜色的选用也变得更加重要。选用符合自己的颜色，不仅可以提亮肤色，而且可以凸显自己的健康美、个性以及形象，因此选择符合自己的美甲个人色彩是非常重要的。(柳善珍，2006) 以接受美甲个人色彩管理的女性为中心进行了在线问卷调查，调查期间为2021年7月14日至2021年8月15日为期31天，共收集247份有效问卷用于资料分析。通过研究发现，采用个人色彩的美甲呈现出较高满意度，而根据个人色彩自我诊断采用个人色彩的美甲管理案例中，选用夏季冷色系cool tone(M=3.80)个人色彩时呈现出较高的满意度。因此，希望今后大力开发简单方便的个人色彩自我诊断系统，并加大对利用个人色彩自我诊断系统的美甲管理研究，使采用个人色彩自我诊断系统的美甲颜色管理得到进一步普及，建立更加有效的美甲颜色管理系统。

This study attempted to investigate i) value factors in a business model, ii) service justice, and iii) relationship commitment-voluntary behavior relations from the perspectives of acquisition, maintenance, and expansion & reinforcement of customer relationships, respectively, using a structural model. For this, a total of 628 consumers who had received nail services in the past were chosen and classified by business type (sole proprietorship, franchise). After path analysis, the results found the following: First, in a sole proprietorship business, value proposal, core activity, customer relationship, information channel, and core resources had a significant influence on distributive justice, while core activity, customer relationship, information channel, and core resources revealed a statistically significant effect on procedural justice. In addition, value proposal, key partner, core activity, customer relationship, information channel, and core resources showed a statistically significant influence on interactional justice. In the franchise business model, value proposal and core resources significantly influenced distributive justice, while value proposal, core activity, and core resources revealed a significant effect on procedural justice. Value proposal, key partner, information channel, and core resources showed a statistically significant effect on interactional justice. Second, distributive, procedural, and interactional justices had a significant influence on relationship commitment in both sole proprietorship and franchise models. Third, relationship commitment also showed a statistically significant effect on voluntary behavior in both business models.

本研究目的在于从建立美甲美容服务的顾客关系层面了解商业模式价值因素，继而从保持顾客关系层面了解服务的公平性，并 从拓展并加强顾客关系层面掌握拉近关系和自发行为之间相互影响关系，并建立两者间的结构模型。为此，本研究把有美甲美容 服务经验的628名消费者定为样本，并根据不同商业类型(个人店、连锁店)模式，对其进行了路径分析。经路径分析，得出的结论 如下。首先，从个人店模型层面上看，价值建议、核心活动、顾客关系、信息渠道、核心资源对分配公平性产生了影响；核心活 动、顾客关系、信息渠道、核心资源对流程公平性产生了影响；价值建议、核心伙伴、核心活动、顾客关系、信息渠道、核心资 源对相互作用公平性产生了影响。另外，从连锁店模型层面上看，价值建议、核心资源对分配公平性产生了影响；价值建议、核 心活动、核心资源对流程公平性产生了影响；价值建议、核心伙伴、信息渠道、核心资源对相互作用公平性产生了影响。其次， 分配公平性、刘晨公平性、相互作用公平性对个人店和连锁店模型中的拉近关系方面产生了影响。最后，拉近关系对个人店和连 锁店模型中的自发行为产生了影响。

The purpose of this study is to identify the effects of middle and high school girls' cremation behavior on self-efficacy and friendship. For this purpose, cremation behavior was set as an independent variable, self-efficacy as a parameter, and friendship was set as a dependent variable. This study was conducted from June 10 to July 20, 2020, on 300 female students attending Chungcheong-do middle and high schools. The statistical program of Window SPS 21.0 was used for data analysis, frequency analysis was performed to identify the general characteristics of the study subjects, and the Cronbach's α coefficient was used to verify the reliability of the measurement tools. Technical statistical analysis was performed for the average and standard deviation of variables, and linear regression analysis and three-stage mediated regression analysis was performed to verify the hypothesis. First of all, the study found that cremation behavior has a positive effect on self-regulation efficiency and persistence, which are lower variables of self-efficacy. Second, makeup behavior has been shown to have a positive effect on friendship. Third, an analysis of the effect of self-efficacy on friendship showed that it had a positive effect on the relationship. Fourth, self-regulating efficacy, persistence, which is a sub-factor of self-efficacy, has a partial mediating effect, and confidence has a full mediating effect. The results of the study showed that the makeup of middle and high school girls plays an important role in forming relationships in peer groups, and has a positive impact on psychological stability, healthy self-building, and self-confidence. Based on research results reflecting the environmental characteristics of female students by expanding the number of middle and high school girls nationwide, it is believed that there is a need to develop and operate programs for the curriculum for the education of cremation methods as a way to improve self-efficacy and maintain the closeness of friendship.

本研究的目的在于了解初高中女学生的化妆行为对自我效能感以及交友关系产生的影响。为此，把化妆行为、自 我效能感和交友关系分别设定为自变量、参变量、应变量，从2020年6月10日至7月20日期间，以忠清道初高中300 名在校女学生为对象进行了问卷调查。资料分析使用的是Window SPSS 21.0统计软件，为了掌握研究对象 的一般特性进行了频度分析，同时为了验证测量工具的可信度，使用了Cronbach’s α系数。另外，为 了变量的平均偏差和标准偏差，实施了技术统计分析；为了假设检验，进行了线性回归分析和三阶段 媒介回归分析。经研究分析，得出的结论如下。第一，化妆行为对自我效能感的子变量自信心、自我 调节效能感、目标持续性产生正向(+)影响。第二，化妆行为对交友关系产生正向(+)影响。第三，经 分析，自我效能感对交友关系产生正向(+)影响。第四，自我效能感的子变量自我调节效能感、目标 持续性对具有部分媒介效应的自信心呈现正向媒介效应。另外，通过研究得知，初高中女学生的化妆 行为不仅在同龄群体中的交友关系方面发挥重要作用，而且对心理稳定、形成健康自我以及提高自信 心方面也产生积极影响。鉴于此，今后有必要把研究范围扩大至全国的初高中女学生，并基于反映女 学生环境特性的研究成果，开发并运营可提高自我效能感以及维持亲密交友关系的化妆教育课程软 件。

This study was conducted to find the effects of social and psychological expectations on the makeup behavior of middle and high school girls who were growing into prospective adults. The research was based on prior studies of the social roles and social behaviors that are actively expressed, not as a means to improve their appearance, or self-respect through makeup behavior. The survey was conducted on 300 middle and high school girls, and the technical statistics, correlation, and linear regression analysis were implemented using the SPSS WIN 21.0 program. The results and contents of the study are as follows: First, the higher the social and psychological expected effect, the higher the sense of self-respect. Second, the higher the social and psychological expected effect, the more enjoyable the change is due to subjective makeup behavior. Third, the higher the sense of self-respect, the more fashionable the makeup behavior is. Girls' high school students have high expectations for makeup, and due to the higher expectations, they more actively take makeup actions, and the higher self-respect, the more they show their individuality and make up for their shortcomings. With in-depth research that takes into account the personal characteristics of female middle and high school students, the older generation is the basic data for understanding the culture of female middle and high school students as well as a basis for understanding the psychology of female middle and high school students.

梳理前期研究成果得出的结论是‘化妆不是单纯打扮外表的手段，而是扮演社会作用以及积极表现自我的社 会行为’。本文目的是基于前期研究成果，了解即将成年的初高中女生对化妆的社会心理预期效果给自尊感以 及化妆行为产生的影响。为此，以300名初高中女生为对象进行了问卷调查，并利用SPSS WIN 21.0软件，进 行了技术统计分析、相关关系分析以及线性回归分析。经分析研究，得出如下结论。第一，社会心理预期效 果越高，自尊感就越高。第二，社会心理预期效果越高，通过能动的化妆行为，可获得的变化乐趣更高。第 三，自尊感越高，引导流行的化妆行为越明显。换句话说，一方面初高中女生对化妆的期待心理较高，这种 期待越高，就能越激发更加积极的化妆行为；另一方面自尊感越高，越会通过时尚流行的化妆方法，呈现个 性、弥补缺点，同时通过化妆行为，转换心情。今后，有必要基于初高中女生的个性化特点进行深层次研 究，从而加深对初高中女生化妆文化的理解，并掌握在文化层面不断变化的初高中女生化妆心理。

This study was conducted to investigate the perception of the harmfulness of cosmetics components according to safety interest in the use of daily cosmetics by female college students. For 30 days from September 1, 2019 to September 30, 2019, 791 female college students in Seoul and Gyeonggi area were surveyed. 727 copies were selected as the final analysis subjects and conducted by self-administering. The data were analyzed by using SPSS 21.0 program. The results showed that the safety awareness of ingredients according to the safety interest of cosmetics was higher than the functional awareness(p<0.001). The recognition of cosmetic reliability showed that the level of trust in organic cosmetics was high, and the recognition of cosmetic harmfulness was the highest in oxybenzone, and the safety awareness of the ingredients of the product was high in the order of synthetic coloring agent, synthetic flavoring agent, and oxybenzone. As a result of the study, safety awareness of cosmetics is high, but safety education and publicity are needed to recognize the harmfulness of cosmetics ingredients. It is considered that more systematic and professional education on chemical substances such as the use of allergen-inducing substances by customized cosmetics managers as well as education and promotion on safety of various cosmetics to be more diversely prepared due to the emergence of diverse functional cosmetics and customized cosmetics managers is needed.

Based on the preceding studies, this research is intended to analyze the service quality status of beauty shop owners and consider their relationship with customer satisfaction. The purpose of these studies is to provide basic data for improving the quality of beauty services by providing a way to efficiently cope with the customer’s intention to revisit and buy again. The prior study on quality improvement of beauty service and customer satisfaction was collected and reviewed to analyze the impact of quality of service on customer satisfaction, the impact of customer satisfaction on repeat visits, and factors affecting improvement of beauty service quality. As the customer satisfaction level increased due to the higher quality of the service, customers tried to select predictable services to minimize the risk associated with the purchase of the service, as the level of quality of service experienced by the customer may vary depending on the service provider’s knowledge and ability to solve problems such as spontaneity. They said that they feel satisfied with the quality of service when they show consideration and interest such as comfort and convenience facilities as a motive for revisiting, and that they will continue to develop customized beauty service programs to select and train talented employees, standardize beauty service processes, and develop customized beauty service programs to improve beauty service quality in the future.

Based on the preceding papers using peelings for acne treatment, this study analyzes the preference and satisfaction of acne treatment according to the type of peeling, the prior study on acne treatment effects using chemical peeling, and the current status of awareness and management of acne treatment methods, and it is necessary to develop a proper treatment program according to acne skin condition using chemical peeling, through the recognition and management of acne treatment methods. Through development and technology improvement, we hope that appropriate peeling methods depending on acne skin condition can be selected and utilized as the basis for accurate treatment methods and education systems.

This presentation collected and reviewed a survey of beauty consultants to study the professionalism of beauty consumers and the professionalism of consulting professionals. Based on the results, we examined and studied consumer awareness, awareness and expertise of beauty consultants, and satisfaction with counseling when purchasing cosmetics. According to the survey, consumers were highly aware of beauty consultants, but found that their satisfaction with cosmetics products was declining. Most customers needed professional and systematic counseling from beauty consultants when purchasing cosmetics. Therefore, it is urgently needed to develop a professional education system to secure the professional expertise of beauty consultants. In the future, beauty consultants are required to develop a comprehensive knowledge of skin, understand the efficacy and harmful ingredients of cosmetics, understand custom cosmetics, and improve the prescription of cosmetics according to consumers' skin types through accurate skin diagnosis.

This study analyzed the effect of female university students' level of awareness of cosmetics ingredients on purchasing behavior. A survey of 369 female university students attending universities in North and South Chungcheong provinces was conducted and a statistical analysis (SPSS) was conducted. Beauty majors showed a high level of interest in cosmetics ingredients and recognition related to the display of ingredients before cosmetics, while other academic majors were found to purchase them after comparing them over the Internet. The limitations of this study are limited to female university students from universities in North and South Chungcheong provinces, which makes it difficult to generalize the results of the study to all female university students. Therefore, in future studies, it is necessary to expand the scope of the study by gender, age and region.

In modern society, beauty salons are a favorite place. Beauty service usually consists of guidance, counseling, cut, pump, color, treatment, shampoo and hair setting. And the beauty service experience is performed by both the provider and the user. Beauty service providers help users of beauty salons to make sure that they are not inconvenienced. A beauty salon user is a system where the desired design can be told and moved according to the provider's instructions, and goods that were last consulted can be paid. This study tries to find out the behavior of hair salon customers. Therefore, the preceding research is described in the theoretical background and considered based on it. The customer's position is to pay for the goods with branches and to use the appropriate convenience. Thinking about ideologies helps to think about the main age group and life cycle of customers who are service users. The store or designer loyalty is due to the confidence that it can always receive satisfactory service, and the person who can be inspected is considered to be an easy target for internal customers to check first rather than an external customer. Although it is a small commercial area, it is part of management that is done regardless of the size of beauty service facilities.

This study was conducted to analyze the functional ingredients used in whitening cosmetics that can create new high added value in the beauty cosmetics industry. As a result, the whitening effect principle and efficacy of whitening ingredients that can be used for pigmentation due to stress,ㆍMultifunctional cosmetics with complex function that can feel psychological satisfaction not merely for whitening cosmetics to consumers but to prevent excessive pigmentation and whitening whitening ingredients with tyrosinase inhibiting function It is necessaη to develop whitening functional cosmetics as complex multi functional functional cosmetics rather than merely functional cosmetics in the future cosmetics industry by researching and developing new ingredients that can be used in whitening cosmetics in addition to whitening cosmetic ingredients of KFDA have.

The purpose of this study is to analyze the satisfaction of use of professional cosmetics and general cosmetics in the skin care room. In order to know the difference between cosmetics and general cosmetics, If consumers can recommend and consult with their systematic prescription abilities and professionalism, they will be willing to purchase specialty cosmetics recommended by skin care professionals. Expert skin care professionals will understand the ingredients of professional cosmetics, It is thought that there is a need to establish and publicize a marketing system that actively prom야es the awareness of professional cosmetics brands and the efficacy and effects of specialty cosmetics by consulting professionally with the problems that may appear after use and the necessity of functional cosmetics.

본 연구의 목적은 뷰티샵의 서비스 물리적 환경과 고객만족 그리고 재방문 태도에 대한 연구이다. 이러한 상관관계를 연구하기 위하여 구조화된 설문방식과 인터뷰를 실시하였으며 IPA 방법으로 분석하였다. 뷰티샵에서의 서비스 물리적 환경은 고객들에게 감성적인 부분을 자극할 수 있는 환경조성이 중요한 요인으로 분석되었다. 뷰티샵의 정체성을 나타낼 수 있는 분위기 조성, 감성적 분위기 및 부대시설의 설치 등에 대한 부분이 물리적 환경에 중요한 요인으로 작용함을 알 수 있었다. 고객만족은 직원에 대한 만족도 등과 같은 직원의 태도들이 만족도를 높이는 것으로 조사되었다. 고객의 재방문태도는 고객만족을 통해 자신의 경험을 전달하고 공유하려하고 있음을 알 수 있었다. 이처럼 뷰티샵을 찾는 고객들의 재방문에 대한 내용은 매장의 물리적 환경의 조성을 통해 고객들의 감성적 욕구를 충족시키고 이를 기반으로 고객들의 정서적 만족도를 높이는 것이 중요하다는 것을 알 수 있었다. 뷰티샵에서의 고객유치에 대한 전략적 시사점은 기존고객에 대한 만족도를 증가시키는 것은 기존 고객뿐만 아니라 예비 고객들에 대한 확보차원에서 중요한 전략임을 제시하고 있다.

The purpose of this study is to study the service physical environment, customer satisfaction and returning intention of beauty shop. Structured questionnaires and interviews were conducted to investigate these correlations and analyzed by IPA method. The physical environment in the beauty shop was analyzed as an important factor in creating an environment that can stimulate the emotional part of the customers. It is found that the atmosphere, the emotional atmosphere and the installation of the auxiliary facilities are important factors in the physical environment. Customer satisfaction was found to increase satisfaction with employees' intention, such as satisfaction with employees. The customer 's revisit intention shows that they are trying to communicate and share their experiences through customer satisfaction. It was found that it is important to meet customers' emotional needs through improving the physical environment of the stores and to improve the emotional satisfaction of customers based on this. Strategic implications for attracting customers in the beauty shop suggest that increasing satisfaction with existing customers is an important strategy in securing not only existing customers but also prospective customers.

미용에 대한 관심이 날로 증가하고 있는 현대 사회에서 미용 서비스 업체의 마케팅 커뮤니케이션 전략이 브랜드 이미지와 구매의도에 대한 연구로 구체적으로는 가격할인이 소비자의 태도에 미치는 영향을 연구한 내용이다. 미용 서비스 제공자는 가격할인이 브랜드 이미지와 구매 의도에 미치는 영향을 고민해야할 것이다. 본 연구에서는 가격할인과 가격할인 제시방법이 브랜드이미지에 미치는 영향을 실증 분석한 내용이다. 본 연구에서 가격 할인은 브랜드 이미지에 부정적인 영향으로 나타났으며, 구매의도에는 긍정적인 영향을 미치는 것으로 나타났다. 가격할인 제시 방법에 따라서 할인율만 제시한 가격할인은 차별성과 전문성이 낮게 나타났다. 반면에 가격할인 시 구매 의도는 긍정적으로 나타났다. 이처럼 가격 할인 시 할인 가격 만 제시되면 이용에 대한 태도가 낮아지지만 할인율이 제시되면 구매 의도가 절대적으로 높은 것을 알 수 있었다.

This study is to examine the effects of marketing communications strategies which are also buying brand image and beauty services supplier discount information on consumer attitudes. Beauty service providers will have to consider that price discounts are worried impact on the brand image and purchase intentions. In this study, an empirical analysis demonstrated the impact on the brand image, price discount and discounts way. Discount in this study was shown to negatively affect the brand image, there is also a purchased showed a positive impact. Therefore, the proposed price reductions only way to save off the asking price was lower this distinction and professionalism. On the other hand, intent-upon price discount were positive. If such a price discount if the discount just present attitude towards the use of low discount rates but suggested it was found that the intent is absolutely high.