한국응용과학기술학회지 (Journal of the Korean Applied Science and Technology)

  • 제39권5호
  • /
  • Pages.692-700
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  • 2022
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  • 1225-9098(pISSN)
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  • 2288-1069(eISSN)
한국응용과학기술학회 (The Korean Society of Applied Science and Technology)
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O2O 화장품 배달 서비스 앱의 e-서비스품질이 만족과 충성도에 미치는 영향

Effect of e-service quality of O2O cosmetic delivery service app on satisfaction and loyalty

  • 신태현 (건국대학교 일반대학원 생물공학과) ;
  • 신동화 (건국대학교 일반대학원 생물공학과)
  • Shin, Tae-Hyun (Department of Biotechnology, Graduate School of Konkuk University) ;
  • Shin, Dong-Hwa (Department of Biotechnology, Graduate School of Konkuk University)
  • 투고 : 2022.10.09
  • 심사 : 2022.10.28
  • 발행 : 2022.10.30
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초록

본 연구에서는 O2O 화장품 배달 서비스 앱의 e-서비스품질이 만족과 충성도에 미치는 영향을 알아보고자 하였다. 이를 위해 설문지 총 210부를 수집하여 통계패키지 SPSS 25.0으로 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석, 회귀분석을 실시하였으며 주요 결과는 다음과 같다. O2O 화장품 배달 서비스 앱 e-서비스품질의 구성요소인 효율성, 주문이행성, 시스템이용가능성, 프라이버시 모두 만족과 충성도에 유의한 영향을 미치는 것으로 나타났다. 또한, 만족 역시 충성도에 유의한 영향을 미치는 것으로 나타났다. O2O 화장품 배달 서비스 앱을 이용하는 소비자를 증가시키기 위해서는 만족과 충성도에 가장 큰 영향을 미치는 시스템이용가능성과 효율성을 높여야 한다. 이를 위해 소비자가 O2O 화장품 배달 서비스 앱을 이용하는 동안 빠른 접속과 끊김이 없는 쾌적한 환경을 제공해야 하고 효율적으로 사용할 수 있도록 시스템을 구축해야 한다.

In this study, the effect of e-service quality of O2O cosmetic delivery service app on satisfaction and loyalty was investigated. To this end, a total of 210 questionnaires were collected and frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using the statistical package SPSS 25.0. The main results are as follows. Efficiency, order fulfillment, system availability, and privacy, which are components of O2O cosmetic delivery service app e-service quality, all had a significant effect on satisfaction and loyalty. Also, satisfaction was found to have a significant effect on loyalty. In order to increase the number of consumers who use the O2O cosmetic delivery service app, it is necessary to increase the availability and efficiency of the system, which has the greatest impact on satisfaction and loyalty. To this end, it is necessary to provide a comfortable environment without interruption and fast access while using the O2O cosmetic delivery service app, and to build a system so that it can be used efficiently.

키워드

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