Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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The Effect of Cosmetics Purchasing Experience through Live Commerce on Purchasing Satisfaction and Continuous Purchase Intention

라이브 커머스를 통한 화장품 구매경험이 구매만족도와 지속적 구매의도에 미치는 영향

  • Yuan, Meng (Department of Media Design at Hansung University majoring in Beauty Design Management) ;
  • Kim, In-Ok (Dept. of Beauty Design Management at Hansung University) ;
  • Jeon, Jong-Chan (Dept. of Media Design at Hansung University)
  • 원몽 (한성대학교 미디어디자인학과 뷰티디자인매니지먼트 전공) ;
  • 김인옥 (한성대학교 뷰티디자인매니지먼트학과) ;
  • 전종찬 (한성대학교 미디어디자인학과)
  • Received : 2021.06.02
  • Accepted : 2021.06.28
  • Published : 2021.06.30
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Abstract

This study collected data from 301 men and women in their teens and 50s living in Seoul and Gyeonggi Province to analyze the impact of gender, age, and experience in purchasing cosmetics through live commerce on purchasing satisfaction and continuous purchase intention. As a result, the purchasing experience through live commerce was classified as 'practical value', 'entertainment value' and 'trusted value', and purchase satisfaction and continuing purchase intention were presented in a single dimension. Depending on gender and age, the experience of purchasing cosmetics through live commerce has had a positive impact on purchasing satisfaction and continuous purchase intention. Depending on gender and age, purchase satisfaction affects continuous purchase intention. The results of this study are expected to be the basis for establishing marketing strategies that utilize live commerce by gender and age in the cosmetics industry.

본 연구는 성별과 연령, 라이브 커머스를 통한 화장품 구매경험이 구매만족도와 지속적 구매의도에 미치는 영향에 대해 분석하기 위해 서울 및 경기도에 거주하는 10대에서 50대의 남녀 301명을 대상으로 자료를 수집하여 SPSS 21.0으로 통계처리 하였다. 그 결과 라이브 커머스를 통한 구매경험은 '실용적 가치', '오락적 가치' 및 '신뢰적 가치' 차원으로 분류되었고, 구매만족도와 지속적 구매의도는 단일 차원으로 나타났다. 성별과 연령대에 따라 라이브 커머스를 통한 화장품 구매경험이 구매만족도와 지속적 구매의도에 긍정적 영향을 주었다. 성별과 연령별에 따라 구매만족도가 지속적 구매의도에 영향을 미치는 것으로 나타났다. 본 연구결과는 화장품 산업에서 성별과 연령별에 따른 라이브 커머스를 활용하는 마케팅 전략수립에 기초자료가 될 것으로 사료된다.

Keywords

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