The Effect of K-Beauty Franchise Selection Attributes on Brand Satisfaction and Continuous Use Intention: Mediating Effect of Brand Experience

This study analyzed the effect of K-beauty franchise selection attributes on brand satisfaction and continuous use intention, focusing on the mediating effect of brand experience. This study targeted foreign beauty consumers who have experienced K-beauty franchises. Using quantitative research methods, seven hypotheses were verified. The results indicated that selection attributes, such as service expertise, reliability, price, and store image, significantly effect brand experience and brand satisfaction. Also, brand experience, including aesthetic, entertainment, educational, and escapist experiences, was verified to mediate the relationship between selection attributes and brand satisfaction. Through the above results, this study provided theoretical and practical guidance and reference materials for the global strategic development of K-beauty franchises.