미용실 부정적 리뷰 유형에 따른 감정반응 및 방문의도

This study examined how different types of negative reviews in hair salons affected consumers’ emotional responses and visit intentions, and whether emotional responses mediated this relationship. A survey of 319 hair salon customers was conducted, with data analyzed using factor analysis and reliability testing. Results showed that emotional responses comprised positive and negative emotions, while visit intention was a single factor, with all constructs exceeding 0.7 reliability. Negative reviews of core services triggered stronger negative emotions and significantly reduced visit intentions compared to supplementary service reviews, which had a lesser impact. Emotional responses partially mediated the relationship between negative review types and visit intentions. The findings highlighted that prioritizing core service quality and mitigating negative emotions through prompt response strategies were critical, while supplementary services could be leveraged to enhance positive consumer experiences. These insights provided baseline data for customer manage- ment in the beauty industry.