소비자패턴 변화에 따른 O2O뷰티서비스의 현황 및 가치지각 관계 연구 = O2O Beauty Service and Value Perception According to Change in Consumption Pattern

다국어 초록 (Multilingual Abstract)

With the growth of ICT (Information & Communication Technology), O2O service, basing on a coalition of platforms, is becoming an effective marketing tool for expanding business channels. Consumers search online to find out price, performance, and design, compare the value of services; they show satisfaction and dissatisfaction in the evaluation results. In accordance with the changes in consumption patterns represented by active selection and purchasing with rational methods, companies and distribution industries strive to entice customers and advertise themselves through diverse content, social media, blogs, and YouTube.
New normal and contactless consumption is accelerating because of the unprecedented pandemic, COVID19. Not only the millennials but also the older generation are showing self-directed consumption patterns such as ordering products through an online search. Therefore, in the beauty industry, strategically constructing O2O beauty services where all information is compressed by combining O2O services and beauty services. Therefore, this study conducted an analysis considering a myriad of variables as to what influence factors the customers who use O2O beauty service use the service by. This study categorized the characteristics of using O2O beauty service into service satisfaction, reservation system, and SNS satisfaction; it tried to analyze the effect of recommendation intention and continuous use intention through value perception. Furthermore, through the exact agreement of O2O beauty service use, we tried to find out the customer's selection factors and help find the marketing efficiency and improvement points accordingly. For the empirical analysis, a self-administered questionnaire was distributed to 650 male and female customers who have visited Seoul, Busan, and Gyeongnam, from August 15 to August 28, 2020, through O2O beauty service. A total of 620 answers were used as final analysis data. Using the SPSS 24.0 statistical analysis program, frequency analysis, factor analysis, reliability analysis, correlation analysis, and variance analysis were conducted. The analysis results are as follows. Firstly, regarding the use of O2O beauty service, 77.9% used Naver Place as a booking method; 15.3% used Kakao Hair Shop, and 6.8% used others or social media DM(direct message). What customers consider the most important in the O2O beauty service information was review and rating (31.8%), designers' career and recognition (19.4%), salon's brand recognition (15.2%), and posted trending photos (11.8%). The result of the correlation analysis between O2O beauty service satisfaction, customer satisfaction, value perception, and continuous use intention revealed that most of the correlations as positive. The three-staged regression analysis result conducted to verify the mediating effect of value perception in the relationship between service satisfaction, customer satisfaction, and continuous use intention are as follows.
Although service use has a positive effect on the continuous use intention, value perception has an indirect positive effect on the continuous use intention after positively affecting value perception. The mediating effect of value perception appeared in the influence of the reservation system and recommendation intention on continuous use intention.
The reservation system had a positive effect on value perception and then a direct-indirect stepwise and positive effect on continuous use intention. In the relationship with recommendation intention, the result of a three-staged regression analysis conducted to verify the mediating effect of value perception showed that the reservation system had a direct-indirect positive effect.
For O2O beauty services, expectations from online information, or value perception, had a highly crucial mediating effect. When online information is as same as what customers experience offline, customer satisfaction increases; this affected the continuous use intention and recommendation intention.
Most of the dissatisfaction in the exact agreement was like “They charged me extra,” which is the situation when the offline price is different from the price specified online, that is, price dissatisfaction. Therefore, the price of O2O beauty service should be more elaborated to get rid of complaints. In addition, taking into account the needs of customers, it is important to construct relationship marketing strategy like uploading and getting feedbacks from social media postings, hair trend, brand awareness, reviews, blogs, etc., which are the characteristics of using O2O beauty services that can meet the value perception.
This study attempted to promote marketing strategies by analyzing the rapid-changing social situation and consumption patterns. Further researches may refer to this paper, which tried various analyzes centering on O2O beauty services. The point of differentiation lies in the part that analyzed the mediating effect of diverse variables on consumer value perception for the part that presented a novel O2O beauty service analysis model. Therefore, the results of this study can be utilized as a reference for future O2O beauty service improvement measures. In the field of beauty arts, there were insufficient prior researches regarding O2O beauty service; thus the literature review was insufficient in terms of the current status of usage and theoretical background. Therefore, research that can analyze not only reservation systems that can be utilized in the future beauty industry, but also various factors, will be needed. Finally, analyzing the interrelationship by expanding the meaning of consumers' value perception and its concept to more diverse characteristics of beauty arts fields is necessary.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 배경 1
• 2. 연구의 목적 3
• Ⅱ. 이론적 배경 6
• 1. 소비패턴 6
• 가. 세대 6
• 나. 소비패턴변화 8
• 2. O2O서비스 11
• 가. O2O서비스 개념 및 유형 11
• 나. O2O뷰티서비스 15
• 3. 가치지각 및 고객 만족 30
• 가. 가치지각 30
• 나. 고객 만족 33
• 4. 선행연구 36
• Ⅲ. 연구 방법 40
• 1. 연구모형의 설계 40
• 2. 연구대상 및 자료수집 41
• 3. 측정 도구 및 자료 분석 43
• Ⅳ. 연구 결과 45
• 1. 인구통계학적 특성 45
• 2. O2O서비스 인식 및 현황 47
• 3. 연구 도구의 요인분석 56
• 4. 인구통계학적 특성에 따른 서비스만족, 고객만족, 가치지각 60
• 5. 인구통계학적 특성에 따른 O2O서비스인식 및 현황 62
• 6. 선택속성, 계획행동이론, 구매행동의도간의 관계 70
• Ⅴ. 결론 및 제언 74
• 참고문헌 79
• ABSTRACT 85
• 부록 89