소셜커머스 소비자와 미용서비스 소비자의 지각된 위험 조사 연구

• 영문명: A Comparative Study of Differences in the Perceived Risk of Social Commerce-based Beauty Service Customers and Beauty Service Customers
• 발행기관: 한국인체미용예술학회
• 저자명: 추소원(So-Won Chu) 이정현(Jeong-Hyun Lee)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제16권 제4호, 99~108쪽, 전체 10쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2015.12.20

영문 초록

This study attempted to determine the relationship between social commerce and beauty services. Specifically, it investigated the perceived risk of social commerce-based beauty service and general beauty service customers. For this, a questionnaire survey regarding the perceived risk of social commerce and beauty services was conducted with a total of 318 customers who had bought beauty services on social commerce. The perceived risks consist of monetary risk, time risk, performance risk and psychological risk. According to an independent sample t-test, a statistically significant difference was observed between the social commerce-based beauty service and general beauty service customers. Specially, a significant difference was found between monetary and performance risks while no significant difference was detected between time and performance risks. The conclusion describes marketing implications and future strategies.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과 및 고찰

Ⅴ. 결론

키워드

social commerce(소셜커머스) beauty service(미용서비스) perceived risk(지각된 위험)