한정메시지유형과 미용서비스유형이 미용서비스태도에 미치는 영향

초록

This study verified the effect of scarcity message type and beauty service type on beauty service attitude in the sale promotion situation of beauty salon. As the result of ANOVA analysis on the experimental design 3 (scarcity message type: limited-quantity/limited-time/not limited) × 2 (beauty service type: hair color/nail art), the limited time group showed more positive response to hair color service than limited quantity group and not limited group of beauty service attraction. also the limited time group showed mot positive response to hair color service than other group of service use intention. But the scarcity message effect didn't appear in the nail art service of beauty service attitude, so that the hypothesis was partially supported. The effect of sales promotion by price discount is maximized when time limited message is presented compared to quantity limited message. Therefore, it is necessary for the hair salon marketers to more stress time limited message when using scarcity message in promotion conditions and it is necessary of more effective strategic method to hold a promotion event focusing on advertising message of price discount sale promotion. and keep in mind that frequent price discount sale promotion exerts negative influence on the promotion effect in the long view.

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