Effect of Self-nail Purchase Motivation on Self-efficacy and Satisfaction

Abstract

The subjects of the study were women who practice self-nail care in the Gyeongnam region. The motivation factors for self-nail purchase were in the order of individual soccer motivation, social life motivation, and mood diversion motivation, and were derived as factors of self-efficacy and satisfaction. All self-nail factors were found to have a significant effect on self-efficacy, and self-efficacy was found to have a significant effect on satisfaction. In addition, self-nail purchase motivation was found to have a significant effect on satisfaction. Self-efficacy had a mediating effect on self-nail purchase motivation and satisfaction. These results show that there is a very close relationship between self-efficacy and satisfaction in self-nail care behavior. Self-nail purchase motivation should be studied more broadly on the interrelationship between self-efficacy and satisfaction, and product companies or trend product development companies that show direct and indirect influence on the importance, interest, interest, and attractiveness of self-nail nails to consumers. Beauty-related companies need efficient management and marketing strategies for the increasing number of self-nail consumers.