미용산업 창업자의 전략적 지향성과 사회적 자본이 창업성과에 미치는 영향

This study examines how the strategic orientation and social capital of founders are influencing start-up performance in the rapidly changing beauty market. The survey period was from December 10, 2021 to January 15, 2022, and frequency analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and multiple regression analysis were performed using the SPSS WIN 21.0 program. As a result of the study, it was found that the strategic orientation of the founders of the beauty industry had a significant positive (+) effect on the start-up performance, and in non-financial performance, entrepreneurial orientation and market orientation by sub-factors of strategic orientation were found to be important factors, and in financial performance, market orientation and entrepreneurial orientation by sub-factors of strategic orientation were found to be important factors. The social capital of founders in the beauty industry was found to have a significant positive (+) effect on start-up performance, and in terms of non-financial performance, the founding team reliability, start-up team cohesion, and founder network by sub-factors of social capital were found to be important factors, and in financial performance, the founder network, start-up team reliability, and start-up team cohesion by sub-factors of social capital were found to be important factors.