여성 베이비부머세대의 미용실 소비가치가 행동의도에 미치는 영향과 선택속성의 매개효과

Abstract

This study attempted to investigate the mediating effects of selection attributes in the influence of beauty salon consumption values on behavioral intention against baby boomer women. The collected data were analyzed, using SPSS 26.0. For the analysis of subjects’ demographic characteristics, frequency analysis was performed. To examine baby boomers’ consumption values, beauty salon selection attributes and behavioral intention, descriptive statistics was conducted. For the analysis of the mediating effects of beauty salon selection attributes in the effects of consumption values on behavioral intention, in addition, hierarchical regression analysis was performed, and the results found the followings: First, consumption values had a statistically significant influence on social, emotional, functional and conditional values (physical images). In the effects of consumption values on personal images, a statistically significant influence was observed in emotional, epistemic and conditional values. Second, in the mediating effects of selection attributes on physical images, partial mediation effects were found in social, emotional and epistemic values while functional and conditional values revealed full mediation effects. In personal images, partial mediation effects were observed in social, emotional and epistemic values.