Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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A Study on the Impact of Perceived Cosmetic Brand App on Continuous Usage Intention - Meditating Effect of Customer Satisfaction and Moderating Effect of Involvement -

지각된 화장품 브랜드 앱의 특성이 지속적 사용의도에 미치는 영향에 관한 연구 - 고객만족의 매개효과와 관여도의 조절효과를 중심으로-

  • Zhao, Jia (College of Business, Graduate School, Gachon University) ;
  • Kim, Yeonggil (College of Global Business, Shinhan University) ;
  • Kim, Youn Sung (College of Business Administration, Inha University)
  • 조가 (가천대학교 일반대학원 경영학과) ;
  • 김영길 (신한대학교 글로벌통상경영학과) ;
  • 김연성 (인하대학교 경영학과)
  • Received : 2019.02.07
  • Accepted : 2019.05.30
  • Published : 2019.06.30
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Abstract

Purpose: The purpose of this study is to analyze correlation of perceived cosmetics brand apps attributes and use intentions, mediating role of customer satisfaction, and relationship between customer satisfaction and continuous usage intention. Then provide basic data for development management strategy of beauty industry and enhancement of competitiveness corresponding to smart era. Methods: The questionnaires were surveyed by an online company(EMBRAIN). After data collection, frequency analysis was performed on the general attributes of questionnaire survey using SPSS 22.0, and data conclusions were derived by verifying reliability and validity of data and hypotheses. Results: First, perceived cosmetic brand app attributes have a positive effect on customer satisfaction, Second, perceived cosmetic brand app attributes have a positive effect on continuous usage intention. Third, customer satisfaction was found to have a mediating role in the effect of perceived cosmetic brand app attributes on continuous usage intention. Fourth, involvement proved to control the relationship between perceived cosmetic brand app attributes perceived interactivity and customer satisfaction. Finally, Involvement has proven to control the relationship between cosmetic brand app attributes perceived interactivity and continuous usage intention. Conclusion: Consumers buying products from cosmetics brand apps will be more likely to use cosmetics brand apps if they feel comfortable with calculation process, search, booking confirmation and payment methods.

Keywords

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