A Study on the Relationship between Nail Care Behavior and Revisiting Intention of Working Women: The Mediating Effect of Psychological Utility

The purpose of the study is to elucidate the mediating role of psychological utility in the relationship between nail care behavior among working women and their intention to revisit. The study participants consisted of 509 working women aged 20-60 who had experienced nail care at least once in a nail shop. The research findings indicated that nail care behavior could be classified into three categories: individual satisfaction type, individuality and basic care type, and social image pursuit type, as determined through exploratory factor analysis. Furthermore, psychological utility was delineated by three factors: social relational utility, self-efficacy, and emotional utility. Secondly, nail care behavior positively and significantly influenced social relational utility, self-efficacy, and emotional utility. Thirdly, nail care behavior, self-efficacy, and emotional utility positively and significantly influenced revisit intention, while social relational utility negatively impacted revisit intention. Fourthly, upon confirming the significance of the mediating effects in the relationship between nail care behavior and revisit intention, social relational utility exhibited a negative mediating effect, whereas self-efficacy and emotional utility showed positive mediating effects. The implications of this study are that it presents basic data to understand marketing and consumer behavior by deriving the relational results of psychological utility and the direction of revisiting, one of the factors that increase the intention to revisit nail care with a short management cycle, Future research should further analyze why the characteristics of social relational utility did not influence revisit intention and explore the differences between self-efficacy, emotional utility, and social relational utility. Furthermore, there is a need for thorough discussions on psychological factors to better understand how they contribute to revisit intention in subsequent studies.