A Study on the Effect of Online Review on Beauty Salon Selection Intention

This study aimed to examine how the direction of online reviews for beauty salons influences customers' reservation intentions, as well as to explore the moderating effects of brand image and the credibility of online reviews. One-way and two-way ANOVA were used for the statistical analysis, and the results are as follows: First, the direction of social media reviews was found to positively influence reservation intentions, meaning that more positive reviews led to a higher likelihood of making a reservation. Second, the credibility of social media reviews was found to moderate the relationship between the direction of the reviews and reservation intentions. Third, the brand image of the beauty salon also moderated the relationship between the review direction and reservation intentions. Therefore, adopting strategies to effectively manage online reviews and enhance the salon's brand image could make a significant contribution to the success of the beauty salon business.