뷰티소셜커머스 소비자 구매행태 및 향후전망에 관한 연구

Abstract

Abstract

A Study on Consumers' Purchasing Behavior and prospect of future in Beauty Social Commerce

Dept. of Health Welfare, Skincare and Obesity Management Major Sungshin Women's University Graduate School of Lifetime Welfare

Social commerce was expanded into the whole world by Groupon in 2008. The social commerce available for giving satisfaction to consumers with strengthening the strength and making up for the weakness in internet commerce became issue and was expanded in short time. Diverse sites began to be created. Problems are taking place along with advantages. A medium is needed that can professionally compensate in the middle in order to minimize problems such as exaggerative advertisement, illegal operation, side effect, and customer post management. The aim is to research into scope and possibility available for offering the specialized category of beauty social commerce and giving advantages to consumers. This study selected subjects as consumers who ever purchased social commerce even if being just once. Except insincere respondents' questionnaires among totally 340 copies, the findings were suggested with 320 copies. The questionnaire statistics were used SPSSWIN 18.0 program and were carried out frequency analysis and descriptive statistical analysis. Examining certainly necessary parts when beauty social commerce is specialized in the main results of this study, the excellence in quality of product was indicated to be the highest with 32.5%. It appeared in order of the service benefit differentiated from open market with 23.8% and the product discount benefit with 16.3%. Examining the influence that the beauty social commerce can give to beauty industry, it was indicated to be the satisfaction with product composition compared to price with 31.6%, the development in specialized program for customers with 17.2%, the job creation for beauty artists with 15.9%, and the growth in advertising and marketing businesses with 15.3%. As for the certainly necessary parts that beauty social commerce is specialized, the composition of various products in beauty management was shown to be the highest with 24.7%. It was indicated to be higher in order of the customer satisfaction given beauty management with 23.1% and the reliability available for progressing with entrusting beauty management with 20.3%. Analyzing the results of consumers' purchasing behavior and reliability in beauty social commerce in this study, it can be known that there is relationship that has influence upon the whole of e-commerce distribution channel, not a part of corresponding only to beauty social commerce. The current penetration rate of smart phone is being continuously expanded and is being developed variously. The growth in beauty social commerce is tried to be expected in line with growth in smart phone. There will be a need of moving in line with the consumer needs and a modern marketing flow in order to be possibly highlighted advantages such as the service quality in beauty industry, the satisfaction with consumer needs, and the development in beauty program based on a modern marketing method. Beauty industry needs to suggest a true strategy, not the image of seemingly aiming at consumers, thereby being necessarily allowed to possibly point to ambivalent satisfaction through mutual interaction between consumers and sellers in addition to a long-term rise in selling, not the momentary and cross-sectional satisfaction through a short-term rise in selling. Popularization and settlement of beauty social commerce are thought to likely appear quickly given researching into popularization of SNS by integrating merits of familarity and reliability into the current marketing strategy of internet, TV, and smart phone application. And a research on beauty social commerce will need to be deeply continued in the future.