헤어숍의 O2O 플랫폼 서비스가 이용 고객의 플로우와 공유의도에 미치는 영향

Abstract

This study investigates the relationships among hair salon O2O (online-to-offline) platform service attributes, customer flow experience, and sharing intention. Data are collected from female consumers in their 20s residing in Gwangju, South Korea. A total of 500 questionnaires are distributed through online and offline methods from June 5 to June 25, 2023, and 391 valid responses are collected after excluding incomplete data. Statistical analyses are conducted using SPSS 21.0. The empirical findings indicate that the attributes of hair salon O2O platform services (informativeness, credibility, convenience, and interactivity) have significant positive effects on both flow experience and sharing intention(p < .05). In addition, the components of flow experience (time distortion, enjoyment, and concentration) show significant positive effects on sharing intention (p < .001). These results suggest that an effectively designed O2O platform enhances users’ immersive experiences, which subsequently strengthens their intention to share service experiences online. This study offers theoretical implications by linking digital service attributes with emotional and behavioral responses in beauty service contexts. It also provides practical insights for establishing competitive digital marketing strategies within the evolving digital ecosystem of the beauty service industry.