A Study on the Influencing Factors of Problem Foot Care Consumers’ Intention to Visit Nail Shop: Focusing on Extended Planned Behavior Theory

This study studied the intention of consumers to visit a nail shop incorporating the expanded theory of planned behavior to suggest suggestions related to the qualitative growth and marketing strategy of foot health care services. To this end, a measurement tool was prepared through a review of each previous study, and a research analysis was conducted with a total of 300 adult male and female responses through the method of the questionnaire. The main research results of this study according to the above research objectives and methods are summarized as follows. First, as a result of analyzing the effect of the planned behavior theory variable on the intention to visit the nail shop, both attitude and norm and perceived behavioral control had a significant positive effect on the intention to visit the nail shop, and among them, it was analyzed that the positive influence of attitude and norm was stronger. Second, as a result of analyzing the moderating effect of consumer experience characteristics consisting of prior experience and prior knowledge in the influence of the variable of the planning behavior theory on the problem development management of the study subjects on the intention to visit nail shops, both prior experience and knowledge showed no moderating effect. Based on these facts, the conclusions of this study are largely summarized in two ways. First, in order to increase the demand for nail shops that provide problematic foot care services, it is necessary to prepare a management strategy to increase the attitude and norms of problematic foot care service through visits to nail shops. Second, it is necessary to prepare a strategy to positively promote the problematic foot care service in nail shops regardless of new and existing customers.