Exploring the Determinants of Preference for Visiting Beauty & Health Multi-Shop Operate by One Person

Abstract

Purpose: A beauty health multi-shop is a place where two or more beauty and health-related professional services are managed, and it is divided into a multi-person multi-shop where multiple managers manage users and a one-person multi-shop that is operated by a single person. This study was conducted to conduct an objec-tive and in-depth exploration of how the preference determinants of beauty health one-person multi-shop cus-tomers are organized. Method: As a research method, the first open-ended survey was conducted, and based on this, preliminary questions were constructed through content analysis, and the second closed-ended survey was conducted. The first survey was conducted on 95 adults with experience in using beauty and health one-person multi-shops, and the second survey was conducted on 212 questionnaires with the same experience, and the final preference de-terminants were derived through exploratory factor analysis and reliability verification. Results: The results of the study were implied by 17 sub-constructs, 6 constructs and 1 other factor. The first three internal preference determinants were identified as manager expertise, customer care environment, and affordability, and the second three external preference determinants were identified as diversity, convenience, and member retention services. Conclusion: Currently, in Korea, the beauty health industry is based on the health industry and the beauty industry is being mixed and converged, creating new demands that are connected to health, culture, emotions, and aesthetic pursuits. The results of this study provide an objective explanation of the determinants of consum-ers' preference for visiting beauty and health one-person multi shops, so it is expected to be used as a resource for various operational measures in the future.