A Study on the Impact of Perceived Cosmetic Brand App Attributes on Customer Satisfaction and Continuous Usage Intention

• 발행기관: 아시아무역학회
• 저자명: Jia Zhao Phan Thi Thuy Diem
• 간행물 정보: 『Journal of Asia Trade and Business』vol.6 no.1, 75~89쪽, 전체 15쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

Purpose - The purpose of this study is to analyze correlation of perceived cosmetics brand apps characteristics and use intentions, mediating role of customer satisfaction, and relationship between customer satisfaction and continuous usage intention. Then provide basic data for development management strategy of beauty industry and enhancement of competitiveness corresponding to smart era. Methods - The questionnaires were surveyed by an online company(EMBRAIN). After data collection, frequency analysis was performed on the general characteristics of questionnaire survey using SPSS 22.0, and data conclusions were derived by verifying reliability and validity of data and hypotheses. Results - First, perceived cosmetic brand app characteristics have a positive effect on customer satisfaction, Second, perceived cosmetic brand app characteristics have a positive effect on continuous usage intention. Third, customer satisfaction was found to have a mediating role in the effect of perceived cosmetic brand app characteristics on continuous usage intention. Conclusion - Consumers buying products from cosmetics brand apps will be more likely to use cosmetics brand apps if they feel comfortable with calculation process, search, booking confirmation and payment methods.

목차

Ⅰ. Introduction

Ⅱ. Theoretical background

Ⅲ. Research Model and Research Hypothesis

Ⅳ. Empirical Analysis

Ⅴ. Conclusion

키워드

Perceived Cosmetics Brand App’s Characteristics Customer Satisfaction Continuous Usage Intention.