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http://dx.doi.org/10.15207/JKCS.2021.12.10.287

Consumer's Behaviors in the Beauty Industry Omnichannel  

Jho, Hae-in (Beauty Design, Sinansan University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.10, 2021 , pp. 287-294 More about this Journal
Abstract
This research is a research on the convergence of beauty marketing businesses to find out the impact of omnichannel in the beauty industry on consumer behavior. The target was 299 copies of the self-answer questionnaire for male and female in their 20s-30s living in Seoul, using the SPSS21.0 program to analyze frequency, explore factors, correlation, and multiple regression analysis. According to the study, Omnichannels were related to consumer behavior, and the sub factors of Omni channels could be divided into exposure, benefits, review, reservation, and convenience. All sub-elements of Omni channels, except exposure, have a positive impact on customer satisfaction during consumer behavior, and all sub-elements of Omni channels have a positive impact on reuse intent during consumer behavior. Customer satisfaction has been shown to have a positive impact on reuse intentions. Therefore, it will provide good feedback for revitalizing the beauty industry. Therefore, research on omnichannel marketing strategies and activation of beauty platform are needed.
Keywords
Beauty industry; Omni channel; Consumer behavior; Customer satisfaction; Reuse intention;
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