A Study on the effect of SNS Information Characteristics on Consumer Attitudes and Intention to use Nail Care

Abstract

This study attempted to investigate the effect of nail shop's SNS information characteristics on the formation of attitudes toward nail care and ultimately on the final intention to use it after dividing them into each central path and surrounding path according to the refinement possibility model. To this end, data were collected through the method of the survey. The main results of this study, which investigated the causal relationship between each variable using the statistical processing program SPSS 22.0 based on the response data of 193 adult men and women who have searched for information on nail care services through SNS within the last 6 months, are as follows. First, as a result of examining the effect of SNS information characteristics operated by nail shops on the formation of consumers' attitudes toward nail care, usefulness and latestness had a significant positive effect on attitude formation in each central path, and usefulness had a stronger influence. Subsequently, similarity, attractiveness, and playfulness all had a significant positive effect on the surrounding route, and playfulness had the strongest influence among them. Second, as a result of examining the effect of the consumer's attitude on the intention to use the nail shop, the consumer's attitude had a significant positive effect on the intention to use the nail shop. Based on these research results, this researcher suggested suggestions for effective SNS marketing use of nail shops.

The Effect of Hair Salon Brand Image on Emotional Bonding and Purchase Intention in Social Media Marketing

“…유 튜브, 인스타그램, 페이스북, 네이버블로그, 틱톡과 같이 많은 이용자를 보유한 대표적인 SNS채널은 새로운 수익모델로서의 사회적 파급효과와 경제적 가치의 창출에 기여할 수 있다는 기 대감으로 새로운 마케팅 채널로 인식하게 되었다 (Yoo, 2018). (Kim, 2021)하는 것처럼 헤어 살롱은 SNS로 인한 이미지, 광고 효과를 보고 있는 산업 중 하 나이다 (Lee & Kwon, 2023). SNS 이용자는 자유롭게 소통을 하면서 정보 수집의 수단으로 활용하기도 하고, 정보획득의 목 적으로도 많이 이용할수록 정서적 유대감이 형성된다 .…”