The Effect of Beauty Shop Marketing Mix on Revisit Intention: The Mediating Effect of Consumption Value

The purpose of this study was to examine the influence of beauty shop marketing mix on revisit intention and the mediating effect of consumption value among women in their 20s and 30s. The analysis method used was the SPSS 27.0 statistical program, and frequency analysis was performed on demographic characteristics. The structural integrity of the research instrument was assessed through exploratory factor analysis, while internal consistency was verified by calculating Cronbach’s alpha coefficients. In order to determine the influence of the marketing mix on revisit intention and its relationship with consumption value, The mediating roles were scrutinized through a combination of Pearson’s correlation and stepwise hierarchical regression, ensuring a robust statistical validation. Research results indicated that both emotional value and functional value act as partial mediators between the marketing mix and revisit intention. Specifically, the marketing mix was found to have a significant positive effect on revisit intention, and this relationship was further strengthened through the indirect paths of perceived emotional and functional consumption values.