헤어살롱의 SNS 정보특성이 신뢰와 구매의도에 미치는 영향

The purpose of this study is to understand the process by which the SNS information characteristics of hair salons form consumer trust and purchase intention, and to understand the SNS characteristics that consumers trust based on this and provide help in establishing SNS marketing strategies that can lead to purchase intention. In order to achieve the research purpose, an online survey was conducted on consumers who have used hair salons through SNS. 511 copies of the final analysis were used, and the collected data were obtained using the SPSS WIN 25.0 program. As a result of the analy is, first, the sub-dimensions of SNS information characteristics were divided into reality, interest, and usefulness, and trust and purchase intention were found to be single dimensions. Second, it was found that the characteristics of SNS information had a significant effect on trust, and trust can be seen as an important indicator for long-term relationships with customers. Third, trust was found to have a positive (+) effect on purchase intention, and it can be seen that consumers’ purchase intention can be drawn only when they increase trust in the brand by creating an environment where they can periodically access interesting information about the brand. It is believed that it will be helpful for companies to produce useful, easy-to-understand, and immersive content for consumers when creating a brand’s professional marketing content through SNS. Therefore, hair salons are different from other brands, and it is considered necessary to find a way to build a good brand image that is highly reliable and receives positive reviews.