두피관리실 점포선택속성이 소비자혜택 및 행동의도에 미치는 영향

In this study, an empirical study was conducted to find out the influence of shop selection criteria of consumers who have used scalp care rooms on consumer benefits and behavioral intentions. Physical factors, price, pre- and post-management, and professionalism were selected as key factors for selecting a scalp care room, and consumer benefits were divided into functional benefits and psychological benefits, and Behavioral intention was verified as a single dimension. The subjects of the survey were consumers who had experienced professional care by visiting scalp and hair care offices in the past or who were continuously using scalp and hair care rooms, and 317 copies collected through online surveys were finally analyzed. As a result of the analysis, first, the higher the physical factors, pre- and post-management, and professionalism of the scalp care room, the higher the functional benefits. Second, the higher the physical factors and expertise of the scalp care room, the higher the psychological benefit. Third, the higher the functional and psychological benefits, the higher the behavioral intention, and the higher the relative influence of the functional benefits. Through this study, It was found that the store selection criteria for the scalp care room is a factor in determining the benefits that consumers want to obtain from the hair care room, and positive benefits that stimulate emotions are important factors in the continuous business performance of the scalp care room. It was confirmed that.