The Moderating Effects of Consumer Behavior in the Relationship between Consumer Perception of the Beauty Salon Reservation System and Revisit Intention

Abstract

The purpose of this study was to examine the influence on the moderating effect of consumer behavior in the relationship between consumer perception of the beauty salon reservation system and revisit intention. The questionnaire copies collected from 298 study subjects residing in the Daejeon area were used as the final analysis data, and such data was analyzed using the SPSS Statistics 27.0 program and PROCESS macro. The study results were as follows: First, it was confirmed that consumer perception had a significant positive influence on beauty salon revisit intention. Namely, it was confirmed that beauty salon revisit intention increases as consumer perception of the beauty salon reservation system increases. Second, it was confirmed that consumer perception had a significant positive influence on consumer behavior. Namely, it was confirmed that consumer behavior increases as consumer perception of the beauty salon reservation system increases. Third, it was confirmed that consumer behavior had a significant positive influence on revisit intention. Namely, it was confirmed that beauty salon revisit intention increases as consumer behavior increases.