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      저자 : 임윤경 ( Yoon-kyeong Lim ) (검색결과 1 건)
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        헤어살롱 여성소비자의 O2O 서비스의 지각된 신뢰와 가치가 소비자의 수용의도 및 만족도에 미치는 영향

        권은실 ( Eun-sil Kwon ),임윤경 ( Yoon-kyeong Lim ),박은준 ( Eun-jun Pack ) 한국미용학회 2021 한국미용학회지 Vol.27 No.4

        This study was to clarify the effects of perceived trust and value of hair beauty O2O service of women customer's on customer acceptance intention and satisfaction. Based on the result, the purpose of this study is to suggest the effective marketing strategy of O2O service for customers. As for the subject of this study, 240 women customers who used O2O services in Seoul, Kyonggi and Chungcheong Province were selected to respond to and analyzed the self-administered questionnaire. Collected data was analyzed using SPSS 22.0. Analytical analysis was carried out on the data in the form of frequency analysis, factor analysis, reliability analysis and regression analysis. The results of this study are summarized as follows. In the demographic characteristics shown in the results of the study, thirties of Seoul and Kyonggi Province were the highest. Married in marital status, students and specialized job in occupation, less than 2 million won in average monthly income and vocational colleges attendance or graduation in the highest level of education turned out to be the highest. Second, the result of the effect of perceived trust of hair beauty O2O service on customer acceptance intention and satisfaction are as follows. Acceptance intention and satisfaction were found to have significant result in trust of product, trust of information and trust of O2O. The effect of trust of information on acceptance intention and satisfaction was the highest. Third, he result of the effect of perceived value of hair beauty O2O service on customer acceptance intention and satisfaction are as follows. Acceptance intention and satisfaction were found to have significant result in functional value, psychic value. The effect of psychic value on acceptance intention and satisfaction was the highest.

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