반영구 화장 행동특성이 재이용의도 및 추천의도에 미치는 영향

Abstract

This study aimed to find out the effect of semi-permanent makeup behavioral characteristics on reuse intention and recommendation intention for adult women aged 30-50 or older who have experienced semi-permanent makeup. To this end, a survey was conducted from June 1 to 21, 2022, and the results are as follows. First, the higher the technology, performance, and physical factors, the higher it was. Among each sub-factor of semi-permanent makeup behavioral characteristics, the higher the intention to reuse, the higher it was. Second, it was found that the technical factors, performance factors, and physical factors by sub-factors of the semi-permanent makeup behavioral characteristics had a statistically significant effect on the recommendation intention. Third, it was found that the intention to reuse had a statistical effect on the intention to recommend. Therefore, the higher the intention to reuse semi-permanent makeup, the higher the recommendation intention. The results of this study are expected to be used as basic data for presenting positive aspects of semi-permanent makeup and promoting effective marketing.