The purpose of this study is to investigate the relationship of the effect of experiential marketing for hair beauty online shopping on purchase intention, and to present basic data that can prepare a plan to increase the experiential marketing and purchase intention of online hair beauty shopping. Online shopping experience marketing was found to be three sub-factors, and two sub-factors of purchase intention. As a result of examining the effect of experience marketing for hair beauty online shopping on purchase intention, statistically significant results were found in relational behavior, emotional sensation, and intellectual perception. Hair beauty online shopping experience marketing can be said to be an important variable in purchase intention. Therefore, if an online shopping mall is built in a strategic direction to increase the sub-elements of the online shopping experience marketing for hair beauty, the purchase intention of consumers will increase and the hair beauty industry will be able to gain an edge in the infinite competition. This study was conducted with limited research subjects and variables, but I hope that a comprehensive and practical study considering various variables will continue in subsequent studies.
The Effect of Hair Beauty Online Shopping Experience Marketing on Purchase Intention
