항노화인식이 피부관리실 선택속성에 미치는 영향

Abstract

This study aims to identify the anti-aging recognition of adult women in their 30s to 60s who are showing signs of aging, to understand the influence on the selection properties of skin care salons, and to provide basic data to help establish marketing strategies for securing customers and effective management of skin care salons. This study used 662 questionnaires collected from 14 December to 20 December 2022 for adult women in their 30s to 60s through online and offline surveys. The data collected were subjected to frequency analysis, factor analysis, reliability analysis, Pearson correlation analysis, and multiple regression analysis using SPSS 28.0. As a result of the analysis, it was found that when consumers are aware of skin aging knowledge, they consider effectiveness, convenience, and recommendation properties, but recommendation orientation is the most influential. In the case of recognition of anti- aging ingredient knowledge, effectiveness, convenience, advertisement, and recommendation properties were all considered when choosing a skin care salon, but effectiveness, convenience, and advertisement were more influential than recommendation. When endogenous aging knowledge is perceived, effectiveness, convenience, and advertising properties are considered. Based on these results, it is expected that creating and providing an optimal programme for skin aging improvement using products containing anti-aging ingredients can satisfy customers who use skin care services, and can be selected as a place to visit by consumers who want to visit a skin care salon for anti-aging.