확장된 계획행동모델을 적용한 헤드스파 이용고객의 소비가치에 관한 연구

This study investigated the influence of consumption value on the attitudes and behaviors of customers using head spa shops by applying the Extended Theory of Planned Behavior. The survey participants were general consumers who had visited a head spa shop within the past year. Data was collected over five days from January 12 to January 15, 2025. After excluding 3 invalid responses, a total of 297 responses were analyzed. Consumer value functions as the consumer’s behavioral standard and belief, categorized into functional value, social value, and emotional value. Path verification results indicate that functional value influences only subjective norms. Social value affects attitudes, perceived behavioral control, and subjective norms, with the strongest influence observed on subjective norms. Emotional value affects attitudes, perceived behavioral control, and subjective norms, with the strongest influence observed on attitudes. This study demonstrates that the extended Theory of Planned Behavior is a suitable model for understanding consumers’ actual consumption behavior, specifically the consumption values and actual consumption behavior of head spa customers, as confirmed through structural equation modeling verification.