국내 뷰티살롱 브랜드 가치에 따른 웨딩 메이크업 서비스 구매결정요인과 프리미엄 가격지불의사에 관한 연구

This study empirically examines how the brand value of premium beauty salons in Korea influences consumers' purchase decision factors and their willingness to pay a premium price for wedding makeup services. Brand value was conceptualized through brand image, brand awareness, and brand loyalty. Based on responses from 251 women in their 20s to 40s who were preparing for marriage, multiple regression analysis and bootstrapping were used to verify the mediating role of purchase decision factors. The results indicate that brand image and brand loyalty significantly affect purchase decisions and indirectly influence willingness to pay a premium price. Brand loyalty showed the strongest indirect effect, while brand awareness did not have a significant influence on either purchase decisions or willingness to pay. This suggests that emotional connection and trust in the brand play a more decisive role than simple recognition in high-involvement, premium service consumption. The study provides practical implications for premium beauty brand marketing and offers academic insight into the importance of emotional and relational variables. Future research should consider broader consumer segments and diverse brand experience channels to expand theoretical understanding.