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http://dx.doi.org/10.12925/jkocs.2022.39.2.281

Effect of Beauty Live Commerce Service Quality on Satisfaction, Trust and Loyalty  

Shin, Tae-Hyun (Department of Biotechnology, Graduate School of Konkuk University)
Shin, Dong-Hwa (Department of Biotechnology, Graduate School of Konkuk University)
Publication Information
Journal of the Korean Applied Science and Technology / v.39, no.2, 2022 , pp. 281-293 More about this Journal
Abstract
In this study, the effect of beauty live commerce service quality on satisfaction, trust, and loyalty was investigated. To this end, a total of 246 questionnaires were collected and frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using the statistical package SPSS 26.0. The main results are as follows. First, it was found that information usefulness, interactivity, and entertainment, which are components of beauty live commerce service quality, had a significant effect on satisfaction and trust. Second, satisfaction was found to have a significant effect on trust and loyalty. Third, trust was found to have a significant effect on loyalty. As a result of the above, all five hypotheses were accepted. In order to induce loyalty, satisfaction and trust must be satisfied.
Keywords
Beauty live commerce; Service quality; Satisfaction; Trust; Loyalty;
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