SNS 이용특성이 헤어샵 선택 영향과 해시태그 지속적 이용의도에 미치는 영향

This study investigated the effect of SNS usage characteristics on hair shop selection and hash tag continuous use intention, and aims to present a key goal to occupy a competitive position in the beauty market environment in the smart era. From December 12, 2022 to January 12, 2023, a survey was conducted on the general public who had experience using beauty shops in Seoul and Gyeonggi Province, and a total of 320 copies were distributed, using 297 copies except 21 unfaithful copies as final analysis data. For the collected data, frequency analysis, factor analysis, reliability analysis, and multiple regression analysis were performed using the SPSS 21.0 program. As a result of the analysis, it was found that the survey subjects used Instagram media the most for an average of more than 2 hours a day. Consumers who habitually access SNS easily obtain information through a device called hashtags and trust posts uploaded by others, indicating that indirect experience also affects hair shop choices. As an improvement point for the development of the beauty industry, it establishes a compensation system so that customers can post positive store reviews through various promotions and suggests the need for direct application by investigating phrases, words, and trends according to the times.