디지털융복합연구 (Journal of Digital Convergence)

  • 제16권6호
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  • Pages.427-436
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  • 2018
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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소셜커머스를 이용한 미용성형시술의 인식 및 만족도에 관한 연구

A Study on the Recognition and Satisfaction of Aesthetic Plastic Surgery using Social Commerce

  • 윤수화 (건국대학교 산업대학원 향장학과) ;
  • 박세실리아 (건국대학교 일반대학원 생물공학과) ;
  • 리순화 (건국대학교 교육대학원 미용교육학과)
  • Yoon, Suhwa (Dept. of Cosmetology, Graduate School of Engineering Konkuk University) ;
  • Park, Cecilia (Dept. of Microbial Engineering, Graduate School of Konkuk University) ;
  • Li, Shun-Hua (Dept. of Beauty Education, Graduate School of Education Konkuk University)
  • 투고 : 2018.04.10
  • 심사 : 2018.06.20
  • 발행 : 2018.06.28
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초록

본 연구는 뷰티 소셜커머스 이용자 530명 중 미용성형시술 쿠폰 구매 경험이 있는 244명을 대상으로 설문조사를 하여 미용성형시술 인식이 만족도 및 재구매에 미치는 영향을 분석하였다. 미용성형 시술 쿠폰 구매 경험은 46.0%로 낮았고 구매하지 않는 이유는 정보부족, 업체에 대한 불신이었고 이용 고객의 불만족 이유는 기대효과이었으며 20대가 정보성에 낮은 만족도를 나타냈다. 미용성형시술 이용 요인 중 편리성, 정보성이 만족도, 재구매에 정(+)의 영향을 미치는 것으로 나타났으며(p<0.001) 편리성을 중요한 요인으로 인식하였다. 따라서 소셜커머스 업체 및 미용 의료기관의 고객 응대 서비스 및 사이트 이용 방법, 객관적인 정보 제공 등 방면의 개선이 필요할 것으로 사료된다.

In this study, out of the 530 beauty social commerce users, 244 people who had experience purchasing coupons for cosmetic surgery were surveyed to analyze the impact of the awareness of cosmetic surgery on satisfaction and on the purchase of new products. The reason why we did not purchase the coupon for cosmetic surgery was because we did not have enough information and did not trust the company and aong the factors used for cosmetic surgery, convenience, satisfaction, and repurchase are found to have a positive (+) effect (p<0.001) and We recognized convenience as an important factor. therefore, It is believed that social commerce companies and aesthetic medical agencies will need to improve their customer service, how to use the site, and provide objective information.

키워드

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