SMP(두피문신) 종사자의 외적 이미지가 소비자 신뢰도와 행동 의도에 미치는 영향

This study examined empirical data on the impact of the external image of SMP practitioners on consumers’ trust and behavioral intentions in the specialized cosmetic field of scalp micropigmentation (SMP). The study’s data collection was based on a survey of consumers who have actually experienced SMP scalp tattooing, and the survey provided the primary data. The questionnaire consisted of items measuring external image, consumer trust, and behavioral intention on a 5-point Likert scale. The results showed that all the sub-factors of external image had a significant effect on consumer trust, and consumer trust significantly enhanced behavioral intention. In particular, all three factors of external image had a positive effect on purchase intention and recommendation intention, but language had no significant effect on satisfaction, and dress had the most significant effect on recommendation intention. In conclusion, the external image of SMP practitioners is a key factor in increasing consumer trust and behavioral intentions (purchase, satisfaction, and recommendation), and the management of SMP practitioners’ external image needs to be recognized as a strategic tool beyond visual presentation as a means of customer management. This study is differentiated from previous beauty service research in that it focuses on the specialized beauty service field of SMP, and in practical terms, it can provide a basis for practitioner image enhancement training and marketing strategies.