O2O 뷰티서비스가 고객만족도 및 방문의도에 미치는 영향 -확장된 통합기술수용모델(UTAUT2)을 중심으로-

Abstract

It is necessary to pay attention to the type and tendency of users that accept online platform services since beauty shops centered on offline use have switched to the current usage behavior that emphasizes an online experience. There are limited studies applying the extended integrated unified theory of acceptance and use of technology acceptance model (UTAUT2) in the beauty field. Instead, the UTAUT2 model has been mainly focused on areas other than the beauty field to analyze customer satisfaction and the intent to revisit in the O2O service. Hence, a study of the application of UTAUT2 in the field of beauty is necessary. We conducted an offline, self-administered survey questionnaire among adult men and women aged 20 years and older, who used O2O beauty services in the metropolitan area. We collected a total of 274 valid responses. Our results indicate that O2O beauty services positively affect both customer satisfaction and the intent to revisit. It was also found that increased customer satisfaction has a significant effect on the intent to revisit. The development of technology has expanded the use of ICT in almost all fields. O2O beauty services have evolved beyond simple reservation systems and are now gaining attention as modes of marketing and payment. We hope that this study will contribute to the development of the beauty industry and will promote the convenience of O2O beauty services to beauty shop users. With the acceptance of the UTAUT2 technology in the beauty field, our findings could provide tips for marketing strategies to beauty shop operators.