Abstract
This study attempted to provide implications for the design of an effective nail service marketing program after analyzing nail service users’ characteristics and the effects of appearance-related attitude andsocio-psychological traits on nail service use patterns. Regarding nail salon preference attributes, the group of ‘appearance orientation’ was greater than the group of ‘price’ with statistical significance among appearance-related attitudes in the group of ‘quality of service’. In the group for which a downtown area was chosen as the preferred location of a nail salon, appearance conformity, desire to show off and self-esteem showed statistical significance in appearance-related attitudes and socio-psychological traits. In terms of the factors affecting use frequency and costs with statistical significance, expenses were higher among singles and those with high monthly household income. In addition, the expenses further increased as achievement desire was weaker, and a desire to show off was stronger. User satisfaction was higher as the perception of appearance values increased among appearance-related attitudes. The said results show that for effective nail service marketing, it is necessary to clarify the target group and provide customized services after analyzing target customers’ socio-psychological traits.
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