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KMID : 1145120230210020311
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Asian Journal of Beauty and Cosmetology
2023 Volume.21 No. 2 p.311 ~ p.321
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Effects of Nail Service Consumer’s Indecisiveness on Purchase Intention and Purchase Delay
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Lee Youn-Hee
Ji Sang-Dok
Park So-Jeong
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Abstract
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Purpose: This study aims to verify the reactions of nail service consumers to indecisiveness during the service purchase process and the effect of indecisiveness on purchase intention and purchase delay. Moreover, it examines whether consumers’ indecisiveness affects their purchase intentions and purchase delay differently depending on the content of message framing presented by service providers. Finally, this study provides implications for nail shops to improve consumer satisfaction and their business performance through efficient and empirical data.
Methods: A total of 621 questionnaires were distributed to women who experienced indecisiveness while using nail services or who suffered from chronic indecisiveness. Finally, 414 questionnaires were utilized, excluding 207 questionnaires that were unsuitable or inappropriate for the study. SPSS 26.0 and AMOS 26.0 were utilized for frequency analysis, factor analysis, reliability analysis, structural equation model analysis, and χ2 difference verification.
Results: Findings confirmed that indecisiveness during the service purchase process has a significant effect on purchase intention and purchase delay among consumers of nail services. In addition, the message framing presented by the service provider was found to partially moderate the relationship between indecisiveness, purchase intention, and purchase delay of nail service consumers, depending on the message framing content.
Conclusion: Consumers’ indecisiveness had a significant effect on their purchase intention and purchase delay. Therefore, nail service providers must develop a strategy that can reduce the factors of nail service consumers’ indecisiveness during the purchase process and improve their business performance by enhancing the personal capabilities of service providers, thereby increasing the satisfaction of nail service customers.
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KEYWORD
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Nail service, Indecisiveness, Purchase intention, Purchase delay, Message framing
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