한국응용과학기술학회지 (Journal of the Korean Applied Science and Technology)

  • 제41권3호
  • /
  • Pages.634-647
  • /
  • 2024
  • /
  • 1225-9098(pISSN)
  • /
  • 2288-1069(eISSN)
한국응용과학기술학회 (The Korean Society of Applied Science and Technology)
권호 표지
DOI QR코드

DOI QR Code

뷰티 인플루언서의 비대면 상담 서비스 품질과 구매행동의 관계에서 고객신뢰도의 매개효과

The mediating effect of customer trust in the relationship between non-face-to-face counseling service quality and purchasing behavior in the beauty influencer

  • 조현정 (건국대학교 대학원 화장품공학과) ;
  • 이재남 (건국대학교 산업대학원 향장학과)
  • Hyun-Jung Jo (Departmen. of Cosmetics Engineering Graduate School of Konkuk University) ;
  • Jae-Nam Lee (Departmen. of Cosmetology, Graduate School of Engineering, Konkuk University)
  • 투고 : 2024.05.29
  • 심사 : 2024.06.19
  • 발행 : 2024.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 뷰티 인플루언서의 비대면 상담 서비스를 받아 본 경험이 있는 서울, 경기 지역의 20~30대 여성을 대상으로 총 411부의 자료를 수집하여 SPSS WIN 20.0 통계 프로그램으로 분석하였다. 연구목적은 비대면 상담 서비스 품질이 고객신뢰도와 구매행동에 미치는 영향을 파악하고, 고객신뢰도의 매개효과를 분석하여 뷰티·화장품 마케팅 전략 수립에 필요한 기초자료를 제공하고자 하였다. 연구 결과, 첫째, 뷰티 인플루언서 비대면 상담 서비스 주요 이용 목적은 연령, 직업, 월 평균 소득에 따른 차이가 있음을 알 수 있다. 둘째, 각 변수 간 상관관계가 나타났다. 셋째, 뷰티 인플루언서의 비대면 상담 서비스 품질이 높아질수록 구매행동도 높아지는 것으로 나타났다. 넷째, 고객신뢰도가 높아질수록 구매행동 역시 높아지는 것으로 나타났다. 다섯째, 뷰티 인플루언서의 비대면 상담 서비스 품질과 구매행동의 관계에서 고객신뢰는 부분매개 효과가 확인되었다. 향후, 본 연구 결과가 뷰티·화장품 마케팅 전략 수립에 유용한 기초자료로 도움이 될 수 있기를 기대한다.

This study collected 411 copies of data from women in their 20s and 30s in Seoul and Gyeonggi Province who had received non-face-to-face counseling services from beauty influencer and analyzed them with the SPSS WIN 20.0 statistical program. The purpose of the study was to identify the effect of non-face-to-face consultation service quality on customer reliability and purchasing behavior, analyze the mediating effect of customer reliability, and provide basic data necessary for establishing beauty and cosmetics marketing strategies. As a result of the study, first, it can be seen that the main purpose of use of the beauty influencer non-face-to-face counseling service differs according to age, occupation, and average monthly income. Second, correlations between each variable appeared. Third, it was found that the higher the quality of non-face-to-face counseling services of beauty influencer, the higher the purchasing behavior. Fourth, the higher the customer reliability, the higher the purchasing behavior. Fifth, in the relationship between non-face-to-face counseling service quality and purchasing behavior of beauty influencer, customer trust was confirmed to have a partial mediating effect. In the future, it is hoped that the results of this study will be useful as basic data for establishing beauty and cosmetics marketing strategies.

키워드

참고문헌

  1. M. S. Cho, The Effect of Instagram Beauty Influencers' Attributes on Product Attitude and Purchase Intention, Master's thesis, Keimyung University, (2021). 
  2. S. M. Song, "A study on the perception of school counselors on non-face-to-face counseling for adolescent using Q methodology", Master's thesis, Silla University, (2022). 
  3. Y. H. Kim, The Effect of Perceived Service Quality on the Customer Behavior in Hair Beauty Service: Focused on the Mediation Effect of Selection Satisfaction and Customer Confidence, Doctor's thesis, Sangmyung University, (2021). 
  4. B. L. Jeong, A study on the effects of perceived service quality on customer's satisfaction according to types and actual use of skin care shops, Master's thesis, Konkuk University, (2018). 
  5. A. R. Park, The Effects of the Quality of Beauty Influencers' Information on Makeup Behavior and Color Cosmetics Purchase Intention, Master's thesis, Konkuk University, (2020). 
  6. A. R. Park, J. N. Lee, "The Influence of Beauty Influencer's Characteristics on Makeup Behavior and Color Cosmetics Purchase Intention in Young Female Consumers aged 20-30s", Journal of the Korean Oil Chemists' Society, Vol.38, No.4 pp. 1093-1106, (2021). 
  7. C. Caldwell, S. E. Clapham, Organizational Trustworthiness: An International Perspective, Vol.47, No.4 pp. 349-364, (2003). 
  8. Lee, S. K. The Effect of Bancassurance Sales Attributes on Purchasing Behavior : Focusing on Mediating Effects of Customer Trust, Doctor's thesis, Kookmin University, (2019). 
  9. Y. H. Jeong, A study on the selection factors of low salt kimchi products that affect the perceived value and the purchase behavior, Master's thesis, Cheongwoon University, (2020). 
  10. M. R. Kang, The Effects of SNS Beauty Information Use of Women in their 20s and 30s on their Cosmetics Purchasing Behavior and Purchase Satisfaction, Master's thesis, Youngsan University, (2019). 
  11. H. J. Baek, J. N. Lee, "Influence of Value Consciousness on Purchase Behavior and Repurchase Intention for Personal Beauty Devices among Women in Self-Beauty Care", Journal of the Korean Applied Science and Technology, Vol.37, No.4 pp. 958-968, (2020).  https://doi.org/10.12925/JKOCS.2020.37.4.958
  12. I. Y. Lee, S. N. Lee, "Effects of Beauty Influencer Credibility on Perceived Risks and Purchase Intention of Consumers, Asian J Beauty Cosmetol", Vol.20, No.2 pp. 213-225, (2022).  https://doi.org/10.20402/ajbc.2022.0012
  13. D. H. Choi, J. S. Bae, Y. G. Jo, "Relationship between Non-face-to-face Service Quality and Service Satisfaction and Behavior Intention of the Elderly in Korea", The Korean Journal of Sport, Vol.21, No.3 pp. 253-262, (2023).  https://doi.org/10.46669/kss.2023.21.3.023
  14. J. H. Lee, S. J. Ko, Y. K. Lee, H. U. Kyung, Y. M. Park, "The Effect of Golf Course Untact Service Quality on Customer Satisfaction, Customer Trust and Behavioral Intentio", Journal of Golf Studies, Vol.17, No.2 pp. 63-75, (2023).  https://doi.org/10.34283/ksgs.2023.17.2.6
  15. S. A. Park, I. H. Lee, "Effects of Relationship Marketing of Beauty Consultants and Cosmetics Purchasers on the Customer Trust and Repurchase Intention", Jounal of The Korean Society of cosmetology, Vol.26, No.6, pp. 1289-1298, (2020). 
  16. S. A. Park, Mediating Effects of Customer Trust on the Relation between Relationship Marketing between Beauty Consultant and Cosmetics Purchasers and Repurchase Intention, Master's thesis, Seokyeong University, (2021). 
  17. U. J. Yong, Effects of Relationship Marketing in Hair salons on Reuseability: Based on the effects of customer trust, Master's thesis, Seokyeong University, (2019). 
  18. Y. J. Seo, A Study on the Mediated Effect of Customer Trust in the Relations between Service Quality of Beauty Shops and Relation Continuance Intention, Master's thesis, Seokyeong University, (2021). 
  19. J. S. Son, Influence of Customer Satisfaction and Consumer Behavior from the Quality of the Beauty Salon Reservation System: Focusing on the Mediation Effect of Customer Trust, Master's thesis, Seokyeong University, (2020). 
  20. D. B. Moon, Y. Jung, J. O. Kim, "Structural Relations among Hair Salons' Personal Social Services, Customer Value, Customer Trust, Positive Emotion, and Revisit Intention", Jounal of The Korean Society of cosmetology, Vol.25, No.3 pp. 571-582, (2019). 
  21. J. H. Lee, S. J. Ko, Y. K.. Lee, H. U. Kyung, Y. M. Park, "The Effect of Golf Course Untact Service Quality on Customer Satisfaction, Customer Trust and Behavioral Intention", Journal of Golf Studies, Vol.17, No.2 pp. 63-75, (2023).  https://doi.org/10.34283/ksgs.2023.17.2.6
  22. B. H. Ryu, The influence of electronic Word-Of-Mouth information's valence and usefulness on the effects of acceptance and redelivery : the moderating role of regulatory focus, Master's thesis, Hanyang University, (2014). 
  23. Y. S. Kim, The impact of beauty influencer information on cosmetic brand switching and continual usage, Doctor's thesis, Konkuk University, (2019). 
  24. Y. J. Jeong, The Influence of Beauty Influencer's Reliability on Consumer Attitude, Purchase Intention, and Sharing Intention, Master's thesis, Youngsan University, (2021). 
  25. S. Y. Kim, A study on the effect of Instagram Beauty Influencers' Characteristics and Self-disclosure on Purchase Intention: Focusing on Para-social Interaction, Master's thesis, Chung-Ang University, (2022). 
  26. W. J. Koh, The usage of Instagram and hash-tags and usefulness of fashion information and purchasing intention as determined by fashion leadership, Master's thesis, Kyunghee University, (2017). 
  27. L. Z. Zu, The effect of beauty Youtuber's marketing communication characteristics on product purchase intention: credibility and brand attitude as mediators, Master's thesis, Hanyang University, (2017). 
  28. Y. J. Jeong, Effects of Search Motives Information Attributes, and Trust of E-review on Purchase Intention in Cosmetics Market, Master's thesis, Dong-A University, (2012). 
  29. S. K. Lee, The Effect of Bancassurance Sales Attributes on Purchasing Behavior : Focusing on Mediating Effects of Customer Trust, Doctor's thesis, Kookmin University, (2018).