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논문 기본 정보

자료유형
학술저널
저자정보
하주희 (동명대학교) 태동숙 (동명대학교)
저널정보
한국화장품미용학회 한국화장품미용학회지 한국화장품미용학회지 제13권 1호
발행연도
2023.6
수록면
103 - 122 (20page)

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연구주제
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연구배경
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초록· 키워드

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Due to the 4th industry revolution, nail salon and overall beauty management industry are facing rapid environmental changing situation. Previous studies have shown that SNS marketing strategy have significant influence on various industries. However SNS marketing on beauty management industry is limited. Therefore, The purpose of this study was to investigate the characteristics of rapidly-changing social media marketing, to examine what aspects of social media are important to consumers, and to analyze the impact of these characteristics on nail art consumption behavior and revisiting. In order to verify the hypotheses of this study, data were collected from sample of 320 female nail salon consumers in Busan. Due to March 18 to 25, 2023, data were collected through convenience sampling method. For data processing, frequency analysis, exploratory factor analysis, reliability analysis, one-way ANOVA test, correlation analysis, multiple regression analysis were performed on a total of 299 valid samples using the SPSS Win Ver. 25.0 program. And the specific results were as follows ; First, authenticity and interactivity factors which are the sub factors of SNS marketing had significant positive(+) effect on social motivation. In addition, authenticity and interactivity which are the sub factors of SNS marketing had significant positive(+) effect on the mood change motivation. Second, authenticity, interactivity which are the sub factors of SNS marketing had significant positive(+) effect on revisit. Third, social motivation and mood change motivation which are the sub factors of nail art consumption behavior had significant positive(+) effect on revisit.

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ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과 및 고찰
Ⅴ. 결론
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