소셜커머스 소비자와 미용서비스 소비자의 지각된 위험 조사 연구
A Comparative Study of Differences in the Perceived Risk of Social Commerce-based Beauty Service Customers and Beauty Service Customers
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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.
Abstract
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.
참고문헌 (19)
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