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DOI :
Journal Korea Society of Visual Design Forum , Vol.56, No.0, 149 ~ 161, 2017
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| Title |
| A Study on Structural Relationship with Self-Nail Consumer`s Consumption Motivation, Self-Efficacy, Nail Involvement, and Continuance Intention |
| 나선영 Na Sun-young , 조기여 Ki-yeu Jo , 유태순 Tai-soon Yoo |
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| abstract |
| Background The purpose of this study is to look into the structural relationship between variables by selecting a self-nail consumer`s consumption motivation, self-efficacy, nail involvement and continuance intention with the aim of presenting marketing strategies, etc. in line with consumers` needs of the new self-nail market by grasping consumers` wide variety of individuality, desires, concern for self-nail, or nail care behavior, etc. consequent on the steady increase in the number of self-nail consumers.
Methods This study conducted a survey of 594 females in their 20s~ 50s, who were doing self-nail care more than once a month, from July 30, 2016 until August 28, 2016, and this study obtained the conclusion based on the analysis results using SPSS 23.0 and AMOS 23.0.
Conclusions It was shown that there was a direct effect between variables. First, it was found that a self-nail consumer`s consumption motivation, self-efficacy, nail involvement had a direct influence on continuance intention. In other words, it was found that the higher the self-nail consumption motivation, self-nail self-efficacy and self- nail involvement, the higher the continuation intention. In addition, self-nail involvement was found to be a variable having the biggest influence on continuance intention. |
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| Key Words |
| 셀프네일, 소비동기, 지속의도, Self-Nail, Consumption Motivation, Continuance Intention |
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