The Effect of Hair Shop Promotion on Purchasing Behavior and Oral Intention

Abstract

Beauty art industry is a big market, Driven by Cut-Throat Competition and changing consumer preferences and social phenomenon, and suffer from a more rational and obvious new operating strategies are needed. Therefore, this study aims to present basic data necessary to find ways to more actively carry out promotion purchase behavior and word of mouth activities in hair shops due to social changes by verifying the effect of hair shop promotion on purchase behavior and word of mouth. As a result, women in their 20s had the highest educational background, unmarried, and vocational students, with an average monthly income of less than 1 million won. As a result of factor analysis on hair shop promotion, purchase behavior, and word of mouth intention all derived a single dimension, and hair salon promotion was found to have a significant effect on purchase behavior and word of mouth intention. The conclusions and suggestions for these results are as follows. First, when planning promotions to expand consumers' purchasing behavior for hair shop promotions, promotions are conducted for various target groups such as age, gender, and occupation, and various media such as advertisements (POP), messages, SNS, and blogs can be used to promote them. Second, it is judged that consumers' word of mouth intention should be further enhanced by conducting review events such as SNS review events, blog review events, and Naver Place review events together. In addition, since the range of preferred promotions is small, it was difficult to accurately investigate the effect on purchasing behavior and word of mouth intention within the range of more diverse promotions to customers. In future studies, it is expected that more detailed improvement plans will be derived from the hair shop promotion initiative of beauty workers through analysis of a wider type of promotion and detailed expansion studies such as gender, region, and age.