화장품 O2O 플랫폼 서비스 특성이 리뷰 수용 및 소비자 만족, 재구매 의도에 미치는 영향

Abstract

Due to the emergence of COVID-19, there has been a shift in consumer behavior where we have witnessed an increased demand for online transactions. There has also been accelerated growth of the digital economy based on information and communication technology. Our current study examined how the service features of cosmetic O2O (Online to Offline) platforms influence review submissions, consumer satisfaction, and repurchase frequency. We conducted an online survey of 376 adult men and women with ages ranging up to their 40s and living in Seoul and the Metropolitan area. Our research findings reveal that the process of review submissions, consumer satisfaction, and repurchase intent on cosmetics O2O online platforms differ based on the subcategories of service features, such as convenience, quality of information, cost-effectiveness, and security. Research from our study will help to advance the evolving cosmetics industry. Data from our research could be used to develop effective marketing strategies by companies offering cosmetics O2O platform services.