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The Effect of Make-up Artist Experiences on Brand Loyalty through Mediation of Trust and Brand Satisfaction

메이크업 아티스트 체험이 신뢰와 브랜드 만족을 매개로 브랜드 충성도에 미치는 영향

  • Received : 2019.04.12
  • Accepted : 2019.06.26
  • Published : 2019.06.30

Abstract

This study aimed to determine the factors of the make-up artist experience and establish their effects on brand loyalty through the mediation of trust and brand satisfaction. The step of first surveyed the make-up artist experience level through precedent research and made concept frame of study. The step of second checked up the effects of make-up artist experience through the desires for change. The step of third established to the effects of brand loyalty through make-up artist experience brand through mediation of make-up artist trust and brand satisfaction. The survey was carried out on 440 women aged 20 to 40 who experienced make-up services in Seoul, Gyeonggi-do, Sejong and Daejeon. The data were analyzed using SPSS 23.0, and AMOS 18.0 using frequency analysis, factor analysis, reliability analysis, structural model analysis and t-tests. 1)Make-up artist experiences were divided into informational/ relational experiences and emotional experiences. 2)Desires for change influenced positive effects about information/relational experience and emotional experience. 3)The information/relation experiences influenced positive effects about artist trust and brand satisfaction. 4)The emotional experiences influenced positive effects about make-up artist trust and brand satisfaction. 5) The make-up artist trust influenced positive effects about brand satisfaction. Trust in the make-up artist did not directly influence brand loyalty, but influenced it through satisfaction. 6)The brand satisfaction influenced positive effects about brand loyalty. This study identified the roles of make-up artist and the importance of the make-up experience.

Keywords

make-up artist experiences;desire for change;make-up artist trust;brand satisfaction;brand loyalty

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Acknowledgement

Supported by : 충남대학교