계획행동이론(TPB)을 적용한 미용실 이용고객의 행동의도와 구전 의도에 관한 연구

Abstract

Modern consumers are acquiring various knowledge and information for better and wiser consumption, companies are changing from past product-oriented marketing to customer-oriented marketing, and the beauty industry is also trying to satisfy the needs of customers that capture their hearts. Various marketing activities are actively taking place. This study investigated the behavioral intention and word of mouth intention of beauty salon users by applying the planned behavior theory (TPB). First, it was found that the attitude, subjective norm, and perceived behavioral control of the planned behavior theory (TPB) had a statistically significant effect on behavioral intention. Second, it was found that the perceived behavioral control of the planned behavior theory (TPB) had a significant effect on word-of-mouth intention. Third, it was found that the behavioral intention of customers using beauty salons did not have a significant effect on word-of-mouth intention. The analysis results of this study seem to have contributed to suggesting the direction of the beauty industry.