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This study investigated the behavioral characteristics of choice and use of beauty shop by M and Z generation women living in the Daejeon and Chungcheong areas, and the influence and moderating effect of beauty service quality consumption value on behavioral intention to use of beauty shop service. The survey was conducted using a questionnaire method, and analyzed through SPSS 28.0, and the results are as follows. It was found that there were some differences between M and Z generations in the behavioral characteristics of beauty shop choice and use depending on the factors. In particular, the practitioner’s ability was found to be a very important factor in choosing and using a beauty shop for both the M and Z generation. In the difference in the degree of perception of the consumption value of beauty services, the functional value was higher in Z generation(M=4.11) than in M generation(M=3.92), and the economic value was higher in M generation(M=3.37) than in Z generation(M=3.07). In the correlation analysis between the consumption value of beauty services and the behavioral intention to use of beauty shop services, there was a positive(+) correlation. In addition, among the consumption values of beauty services, functional and self value were found to have a significant positive(+) effect on the intention to use of beauty shop services. And there was no moderating effect between M and Z generation variable in the relationship between beauty service consumption value and behavioral intention to use beauty shop services.
Yeon-sook Song (Fri,) studied this question.