Abstract
The purpose of this study is to identify the effect mechanism of consumer knowledge on hair perm service. For this purpose, data of 474 people were collected and analyzed on the relationship between consumer knowledge about hair perm, purchase motivation, hair perm satisfaction, and hair shop satisfaction. As a result of the analysis, first, it was found that consumer knowledge about hair perm had a significant positive (+) effect on purchase motivation. Second, purchase motivation was found to have a significant positive (+) effect on hair perm satisfaction and hair shop satisfaction. Third, it was found that consumer knowledge about hair perm had an indirect effect on hair perm satisfaction and hair shop satisfaction through purchase motivation. Based on the research results, a plan to improve consumer knowledge about hair perm and a plan to increase satisfaction with hair perm and hair salon were proposed.
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