기능성헤어케어제품의 선택속성이 소비자 만족도와 재구매의도에 미치는 영향에 관한 연구

This study conducted an empirical analysis to determine the impact of selection attributes of functional hair care products on consumer satisfaction and repurchase intention. The subjects of the survey are consumers who have experience using functional hair care products living in Seoul and the Gyeonggi region. The survey was conducted online and from April 5 to June 5, 2023, and a total of 300 questionnaires were finalized. It was used as analysis data.aims to clarify the target of skin aging-related product development in the beauty industry or establish. For statistical processing, multiple regression analysis was performed using the SPSS 24.0 program. As a result of the analysis, the selection attributes of functional hair care products were derived from five factors: effectiveness factor, economic factor, convenience factor, price acceptability factor, and accessibility factor. Effectiveness factors appeared to be the most important to consumers when choosing a product, and the better the actual effectiveness and performance of the product, the higher consumer satisfaction and repurchase intention. The balance between economics and product quality appeared to be important, and consumers appeared to want high quality products at relatively low prices.Although functional hair care products are expected to be relatively inexpensive and of excellent quality, it can be interpreted that consumers show a receptive attitude toward price increases if the effectiveness and quality of the product are appropriate. In addition, consumer experience is important in influencing the selected attributes on consumer satisfaction and repurchase intention, and consumers’ product use experience and satisfaction appear to affect the product’s reputation and sales. Therefore, efforts should be made to develop products by considering the attributes of functional hair care products desired by consumers and increase purchase rates. Since there has not yet been much research on the effects of functional hair care product selection attributes on consumer satisfaction and repurchase behavior, this study was conducted. It is believed to have implications for the academic sector and can be applied more efficiently to the functional hair care product market.