The Effect of SNS Information Characteristics of Hair Salon on Purchase Intention and Word of Mouth

Abstract

The purpose of this study is to provide basic data to help establish SNS marketing strategies by understanding consumers' purchase intentions and oral intentions, identifying consumers' characteristics based on the characteristics of hair salons. In order to achieve the purpose of the study, an online survey was conducted on consumers who had experience using hair salons through SNS, and 500 copies were used for the final analysis.The collected data can be obtained using the SPSS WIN 25.0 program As a result of the analysis, the sub-factors of SNS information characteristics were identified in the order of usefulness, interest, and reality. As a result of analyzing the effect of the SNS information characteristics of hair salons on purchase intention and word of mouth, it was found that the usefulness, interest, and reality of the sub-factors of SNS information characteristics had a positive (+) effect on purchase intention and word of mouth. In this study, it can be seen that the use of SNS information among people in their 20s is the most active, and SNS is expected to continue to be an important medium, and there is a close relationship. The implications of this study are that the survey subjects are in their 20s and 30s, and it is difficult to generalize the whole, so in-depth studies should be conducted by investigating various age groups in the future.