A Study on the effect of SNS Information Characteristics on Consumer Attitudes and Intention to use Nail Care

Abstract

This study attempted to investigate the effect of nail shop's SNS information characteristics on the formation of attitudes toward nail care and ultimately on the final intention to use it after dividing them into each central path and surrounding path according to the refinement possibility model. To this end, data were collected through the method of the survey. The main results of this study, which investigated the causal relationship between each variable using the statistical processing program SPSS 22.0 based on the response data of 193 adult men and women who have searched for information on nail care services through SNS within the last 6 months, are as follows. First, as a result of examining the effect of SNS information characteristics operated by nail shops on the formation of consumers' attitudes toward nail care, usefulness and latestness had a significant positive effect on attitude formation in each central path, and usefulness had a stronger influence. Subsequently, similarity, attractiveness, and playfulness all had a significant positive effect on the surrounding route, and playfulness had the strongest influence among them. Second, as a result of examining the effect of the consumer's attitude on the intention to use the nail shop, the consumer's attitude had a significant positive effect on the intention to use the nail shop. Based on these research results, this researcher suggested suggestions for effective SNS marketing use of nail shops.