Abstract
The purpose of this study is to analyze the effect of cognition of semi-permanent makeup treatment on psychological satisfaction and the effect of psychological satisfaction on recommendation intention. For the purpose of this study, the results of analyzing the data of 483 adult women in Seoul and Gyeonggi areas who have had Semi-permanent makeup treatment experience. As a result of the analysis, First, it was found that the sanitary environment of semi-permanent makeup and the cognition of the operator had a positive effect on psychological satisfaction. Second, psychological satisfaction was found to affect recommendation intention. Third, psychological satisfaction was found to mediate the relationship between cognition of semi-permanent makeup and recommendation intention. These results confirmed that semi-permanent makeup practitioners can increase the psychological satisfaction of consumers by providing differentiated services by providing a hygienic environment and enhancing professionalism, which is an important factor in the expansion of semi-permanent makeup. Therefore, specialized shops that provide semi-permanent makeup services must thoroughly manage hygiene, and practitioners must strive to develop competency to enhance their professionalism. In addition, policy support or institutional devices that can enhance the professionalism of the practitioner are required.
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