미용실 가격할인이 구매행동, 가치지각에 미치는 영향

This study aims to find a way to improve the price discount strategy based on consumers’ purchasing behavior and value perception as a way to improve customer satisfaction by verifying the effect of beauty salon price discount on purchasing behavior and value perception. During the survey period, 50 copies of the preliminary survey were conducted for the general public from December 28, 2024 to January 3, 2025, and 324 copies were used as the final main data by conducting this survey from January 10, 2025 to February 25, 2025. Factor analysis, reliability analysis, and multiple regression analysis were performed on the collected questionnaire data through the SPSS 24.0 program. As a result of analyzing the effect of hair salon price discounts on consumers’ purchasing behavior, positive word of mouth, loyalty, and promotional responsiveness showed negative perceptions, price sensitivity, and negative relationships, respectively. As a result of analyzing the effect of beauty salon price discounts on consumers’ perception of value, service reliability and price value showed a negative relationship with negative perception. In the long run, these analysis results suggest that there is a limit to arousing consumers’ desire to purchase simply by discounting prices. Therefore, this study will be able to provide strategic implications that can be applied to discount marketing by identifying the purchasing behavior and value perception factors that consumers prefer. In the future, by presenting an integrated model that considers variables such as service quality, brand awareness, and customer satisfaction, it is expected to provide strategic implications that can be practically implemented in beauty salons if various factors other than price discounts are analyzed on purchasing behavior.