피부미용실의 O2O 플랫폼 서비스품질이 지각된 가치와 만족, 의존성에 미치는 영향 = The Effect of O2O Platform Service Quality in Skin Care Salons on Perceived Value, Satisfaction, and Dependence

국문 초록 (Abstract)

4차 산업혁명의 도래와 코로나19 팬데믹을 거치면서 디지털 전환이 급 격히 진행되었고, 그 결과 온라인과 오프라인을 연결하는 O2O(Online to Offline) 플랫폼이 다양한 산업 분야로 빠르게 확산되는 추세이다. 국내 O2O 서비스 비즈니스 기반 시장은 2020년 이후 3년간 연평균 26.0%씩 성장하였고, 2023년 기준 7조 6,945억 원 규모에 달하며, 초기 음식배달 서비스에서 시작되어 모빌리티, 자동차 관리, 가사서비스, 세탁·청소업, 뷰 티산업 등 생활서비스 전반으로 확산되어 산업 생태계의 광범위한 디지 털 전환을 가속화하고 있다. 미용서비스업 분야에서도 바쁜 현대인에게 시간 활용의 효율성과 최상 의 서비스를 제공하기 위해 O2O 플랫폼 서비스는 필수로 자리 잡고 있 다. 급변하는 미용의 최신 트렌드와 전문성 있는 정보를 획득하기 위해 접근성이 쉬운 인터넷과 미디어 매체를 효과적으로 활용할 필요성이 대 두되고, 피부미용 서비스업의 경쟁 환경이 심화되면서 소비자의 욕구와 선택 행동이 다변화되고 있는 시점에서 폭넓은 고객층 확보를 위한 효율 적인 O2O 플랫폼 서비스의 구축이 요구되며, O2O 플랫폼 서비스는 피부 미용실의 경쟁력을 좌우하는 핵심 요소라 할 수 있다. 이에 피부미용실의 O2O 플랫폼 서비스품질 요인이 고객의 지각된 가치, 만족, 의존성으로 연계되는 종합적인 연구의 필요성이 제기되며, 실증적인 분석이 필요하다. 이에 다음과 같은 연구목적을 설정하였다. 첫째, 피부미용실의 O2O 플랫폼 서비스품질(온라인, 오프라인), 지각된 가치, 만족, 의존성의 수준을 파악하고, 이러한 요인들이 조사대상자의 일 반적 특성에 따라 차이가 있는지를 알아보고자 하였다. 둘째, 피부미용실 의 O2O 플랫폼 서비스품질(온라인, 오프라인)이 지각된 가치에 미치는 영향을 알아보고 그에 따른 O2O 플랫폼 서비스품질(온라인, 오프라인)의 중요한 하위요인을 도출하고자 하였다. 셋째, 지각된 가치가 만족 및 의 존성에 미치는 영향을 알아보고자 하였다. 넷째, 만족이 의존성에 미치는 영향을 파악하고자 하였다. 이를 통해 O2O 플랫폼 서비스품질의 중요성 을 입증하고 피부미용업계의 효과적인 마케팅 전략 수립을 위한 기초자 료 및 정보를 제공하고자 하였다. 본 연구는 연구목적을 성공적으로 달성하기 위해 국내·외 문헌조사와 실증 조사 방법을 병행하였으며, 문헌조사를 통하여 O2O 플랫폼 서비스 품질, 지각된 가치, 만족, 의존성에 관한 선행연구를 체계적으로 고찰함으 로써 본 연구가 수행하고자 하는 요인들에 대한 이론적 근거를 제시하였 고, 문헌연구의 결과를 토대로 연구모형을 설정하고 실증분석으로 검증해 야 할 가설을 설정하였다. 연구의 조사대상은 부산·울산·대구광역시 및 경상남·북도 지역에 거주하며, O2O 플랫폼을 통해 피부미용실을 이용한 경험이 있는 성인 남녀를 대상으로 총 750부의 설문조사를 실시하였고, 이중 불완전하게 기입한 설문지를 제외한 최종 709부의 설문지를 분석에 활용하였으며, 조사기간은 2025년 5월 1일부터 6월 30일까지 약 두 달간 실시하였다. 분석방법은 통계프로그램인 SPSS 25.0과 AMOS 25.0을 사 용하였으며, 조사대상자의 일반적 특성을 위해 빈도분석, 측정도구의 타 당성과 신뢰도를 검증하기 위해 탐색적 요인분석(Exploratory Factor Analysis) 및 Cronbach's α 계수를 산출하였다. 또한 측정모형의 적합도 및 집중타당성을 검증하기 위해 확인적 요인분석(Confirmatory Factor Analysis), 판별타당성을 검증하기 위해 Pearson의 상관관계 분석 (Correlation Analysis)을 실시하였다. 그리고 O2O 플랫폼 서비스품질 요 인과 지각된 가치, 만족, 의존성에 대해 알아보기 위해 기술통계분석을 실시하였으며, 일반적 특성에 따른 차이를 알아보기 위하여 독립표본 t-test, 일원변량분석(One way ANOVA) 및 사후검정(Duncan test)를 실 시하였다. 끝으로 구조모형의 적합도 검증 및 연구가설의 검증을 위해 구 조방정식 모형(Structural Equation Modeling, SEM) 분석을 실시하였다. 본 연구의 주요 결과를 요약하면 다음과 같다. 첫째, 피부미용실의 O2O 플랫폼 서비스품질, 지각된 가치, 만족, 의존성 의 일반적 특성에 따른 차이를 분석해 보면, 주로 성별, 결혼 여부, 연령, 피부미용실 월 평균 이용횟수, 피부미용실 1회 관리 비용에서 차이를 보 이고 있음을 알 수 있었다. 먼저 성별은 남성이 여성에 비해 상대적으로 온·오프라인 서비스품질과 지각된 가치, 의존성에서 높게 인식하고 있으 며, 결혼 여부는 미혼이 기혼에 비해 상대적으로 온·오프라인 서비스품질 과 지각된 가치, 만족, 의존성에서 높게 인식하였다. 연령은 10-40대가 50 대 이상에 비해 상대적으로 온·오프라인 서비스품질과 만족에서 높게 인 식하고 있으며, 20-30대가 10대나 40-50대 비해 지각된 가치와 의존성에 서 높게 인식하고 있음을 알 수 있었다. 또한 피부미용실 월평균 이용횟 수는 이용횟수가 많을수록 상대적으로 온·오프라인 서비스품질과 지각된 가치, 만족, 의존성을 높게 인식하고 있으며, 피부미용실 1회 관리 비용은 15만 원 미만이 5만 원 미만이나 15만 원 이상에 비해 온라인 서비스품 질 하위 요인 중 안전성을, 5만 원 이상이 5만 원 미만에 비해 상대적으 로 지각된 가치 하위요인 중 기능적 가치를 높게 인식하고 있음을 확인 하였다. 둘째, 피부미용실의 O2O 플랫폼 서비스품질(온라인, 오프라인)이 지각 된 가치에 미치는 영향을 알아보고 그에 따른 O2O 플랫폼 서비스품질 (온라인, 오프라인)의 중요한 하위 요인을 알아본 결과는, 먼저 온라인 서 비스품질이 감정적 가치의 영향 관계를 살펴보면, 온라인 서비스품질의 하위요인 중 상호 작용성, 오락성, 안전성, 이용 용이성이 영향을 미치고, 온라인 서비스품질이 기능적 가치의 영향 관계는 온라인 서비스품질의 하위요인 중 안전성, 이용 용이성, 경제성이 영향을 미치는 것으로 나타 났다. 또한 오프라인 서비스품질이 감정적 가치의 영향 관계를 살펴보면, 오프라인 서비스품질의 하위 요인 중 대기시간, 직원 서비스, 공감성, 전 문성이 영향을 미치고, 오프라인 서비스품질이 기능적 가치의 영향 관계 는 오프라인 서비스품질의 하위 요인 중 전문성, 직원 서비스, 대기시간 이 영향을 미치는 것으로 나타났다. 특히, 온라인 서비스품질의 하위 요 인인 이용 용이성과 안전성, 오프라인 서비스품질의 하위 요인인 대기시 간, 전문성, 직원 서비스는 지각된 가치의 하위 요인인 감정적 가치 및 기능적 가치 모두에 영향을 미치는 중요한 요인임을 확인하였다. 셋째, 지각된 가치가 만족 및 의존성에 미치는 영향에 대한 결과는 지 각된 가치의 하위 요인인 감정적 가치와 기능적 가치 모두 만족 및 의존 성에 영향을 미치는 것을 알 수 있었다. 넷째, 만족이 의존성에 미치는 영향에 대한 결과는 만족이 의존성에 영 향을 미치는 것으로 확인되었다. 결론적으로 피부미용실의 O2O 플랫폼 서비스품질 요인이 지각된 가치 와 만족, 의존성에 미치는 영향 관계에서 O2O 플랫폼 서비스품질(온라 인, 오프라인)은 지각된 가치에 영향을 미치는 요인이며, 지각된 가치는 만족과 의존성에 영향을 미치고, 만족은 의존성에 영향을 미치는 것을 알 수 있었다. 특히, O2O 플랫폼 서비스품질의 온라인 하위 요인 중 이용 용이성과 안전성, 오프라인 하위 요인 중 대기시간, 전문성, 직원 서비스 가 가장 중요한 요인임을 확인한바, 피부미용실 경영자 및 종사자들은 O2O 플랫폼 서비스품질(온라인, 오프라인)의 향상 및 개선을 위한 노력 이 요구되며, 무엇보다 이용 용이성과 안전성, 그리고 대기시간, 전문성, 직원 서비스의 중요성을 인식하여 피부미용실의 효과적인 마케팅 전략 수립에 이와 같은 결과를 적극적으로 수용하고 이를 반영할 필요가 있을 것으로 사료된다.

다국어 초록 (Multilingual Abstract)

With the advent of the Fourth Industrial Revolution and the experience of the COVID-19 pandemic, digital transformation has progressed rapidly, leading to a swift expansion of O2O (Online to Offline) platforms connecting online and offline channels across various industries. In Korea, the O2O service business market has grown at an average annual rate of 26.0% over the three years since 2020 and reached 7 trillion 694.5 billion KRW as of 2023. Starting from early food delivery services, it has expanded into all areas of daily service industries including mobility, automobile care, housekeeping services, laundry and cleaning, and the beauty industry, accelerating extensive digital transformation within the industrial ecosystem. In the beauty service sector as well, O2O platform services have become essential for providing busy modern consumers with efficient time management and high-quality service. As the need grows to effectively utilize easily accessible internet and media channels to acquire rapidly evolving beauty trends and professional information, and as competition in the skin care service industry intensifies, consumers’ needs and selection behaviors are diversifying. At this point, it is necessary to establish efficient O2O platform services to secure a broader customer base, and O2O platform services can be considered a core factor that determines the competitiveness of skin care salons. This raises the need for a comprehensive study examining how O2O platform service quality factors in skin care salons are linked to perceived value, satisfaction, and dependency, supported by empirical analysis. Based on this, the following research objectives were established. First, the study aimed to identify the levels of O2O platform service quality in skin care salons (online and offline), perceived value, satisfaction, and dependency, and to examine whether these factors differ according to the general characteristics of the respondents. Second, the study sought to investigate the effect of O2O platform service quality in skin care salons (online and offline) on perceived value and to identify key subfactors of O2O platform service quality (online and offline). Third, the study aimed to examine the effects of perceived value on satisfaction and dependency. Fourth, the study aimed to determine the effect of satisfaction on dependency. Through this, the study intended to demonstrate the importance of O2O platform service quality and provide foundational data and insights for establishing effective marketing strategies in the skin care industry. To successfully achieve the research objectives, this study employed both domestic and international literature reviews and empirical research methods. Through the literature review, prior studies related to O2O platform service quality, perceived value, satisfaction, and dependency were systematically examined, providing theoretical grounds for the factors addressed in this study. Based on the findings of the literature review, a research model was established and hypotheses requiring empirical verification were developed. The survey participants consisted of adult men and women residing in Busan, Ulsan, Daegu, and the Gyeongsangnam and Gyeongsangbuk regions who had experience using skin care salons through an O2O platform. A total of 800 questionnaires were distributed, and 709 valid responses, excluding incomplete questionnaires, were used for analysis. The survey was conducted over approximately two months from May 1 to June 31, 2025. For data analysis, the statistical programs SPSS 25.0 and AMOS 25.0 were used. To identify the general characteristics of the respondents, frequency analysis was performed. To verify the validity and reliability of the measurement tools, exploratory factor analysis and Cronbach's α coefficients were calculated. Confirmatory factor analysis was conducted to examine the model fit and convergent validity of the measurement model, while Pearson correlation analysis was conducted to verify discriminant validity. Descriptive statistical analysis was performed to examine O2O platform service quality, perceived value, satisfaction, and dependency, and independent sample t-tests, one-way ANOVA, and Duncan post hoc tests were used to determine differences according to general characteristics. Finally, structural equation modeling (SEM) analysis was performed to test the model fit and verify the research hypotheses. The main results of this study can be summarized as follows. First, an analysis of differences in O2O platform service quality in skin care salons, perceived value, satisfaction, and dependency according to general characteristics showed differences primarily based on gender, marital status, age, the average monthly number of visits to skin care salons, and the cost per visit. Men perceived online and offline service quality, perceived value, and dependency relatively higher than women. Unmarried respondents perceived online and offline service quality, perceived value, satisfaction, and dependency relatively higher than married respondents. Respondents in their teens to forties perceived online and offline service quality and satisfaction higher than those in their fifties or older. Respondents in their twenties and thirties perceived perceived value and dependency higher compared to those in their teens or those in their forties and fifties. In addition, the higher the average monthly number of visits to skin care salons, the higher the levels of online and offline service quality, perceived value, satisfaction, and dependency. For cost per visit, those spending less than 150,000 KRW perceived the subfactor of safety within online service quality higher than those spending less than 50,000 KRW or 150,000 KRW or more. Respondents spending more than 50,000 KRW perceived the subfactor of functional value within perceived value higher than those spending less than 50,000 KRW. Second, the results of examining the effects of online and offline O2O platform service quality in skin care salons on perceived value and identifying key subfactors are as follows. Regarding the effects of online service quality on emotional value, the subfactors of interactivity, entertainment, safety, and ease of use were significant. Regarding the effects of online service quality on functional value, the subfactors of safety, ease of use, and economic efficiency were significant. For the effects of offline service quality on emotional value, the subfactors of waiting time, employee service, empathy, and professionalism were significant. For the effects of offline service quality on functional value, the subfactors of professionalism, employee service, and waiting time were significant. Notably, among the subfactors of online service quality, ease of use and safety, and among the subfactors of offline service quality, waiting time, professionalism, and employee service were confirmed as important factors that influence both emotional value and functional value, which are subcomponents of perceived value. Third, the results regarding the effects of perceived value on satisfaction and dependency showed that both emotional value and functional value, which are subfactors of perceived value, influenced satisfaction and dependency. Fourth, the results regarding the effect of satisfaction on dependency confirmed that satisfaction had a significant impact on dependency. In conclusion, within the relationships among O2O platform service quality factors in skin care salons, perceived value, satisfaction, and dependency, O2O platform service quality (online and offline) was found to influence perceived value. Perceived value was found to influence satisfaction and dependency, and satisfaction was found to influence dependency. In particular, ease of use and safety among the online subfactors of O2O platform service quality, and waiting time, professionalism, and employee service among the offline subfactors, were identified as the most critical factors. Therefore, managers and practitioners of skin care salons need to make continuous efforts to enhance and improve O2O platform service quality (online and offline). Above all, recognizing the importance of ease of use, safety, waiting time, professionalism, and employee service will be essential, and it is considered necessary to actively incorporate these findings into the development of effective marketing strategies for skin care salons.

목차 (Table of Contents)

• Ⅰ. 서 론 ···············································································································1
• 1. 연구의 필요성 및 목적 ·················································································1
• 2. 연구 방법 및 논문의 구성 ···········································································7
• Ⅱ. 이론적 배경 ··································································································9
• 1. O2O 플랫폼 서비스 ·······················································································9
• 가. O2O 플랫폼 서비스의 개념 및 정의 ···················································9
• 나. O2O 플랫폼 서비스의 구성요소 ···························································15
• 1) 온라인 서비스 ·························································································15
• 2) 오프라인 서비스 ·····················································································30
• 다. O2O 플랫폼 서비스의 선행연구 ···························································42
• 2. 지각된 가치 ···································································································48
• 가. 지각된 가치의 개념 및 정의 ·································································48
• 나. 지각된 가치의 구성요소 ·········································································53
• 1) 감정적 가치 ·····························································································53
• 2) 기능적 가치 ·····························································································55
• 다. 지각된 가치의 선행연구 ·········································································57
• 3. 만족 ·················································································································61
• 가. 만족의 개념 및 정의 ···············································································61
• 나. 만족의 선행연구 ·······················································································66
• 4. 의존성 ·············································································································69
• 가. 의존성의 개념 및 정의 ···········································································69
• 나. 의존성의 선행연구 ···················································································77
• Ⅲ. 연구설계 ······································································································8
• 1. 연구모형 ·········································································································8
• 2. 연구가설 및 측정도구 ·················································································82
• 가. 온라인 서비스품질과 감정적 가치, 기능적 가치에 관한 가설 및
• 측정 ·············································································································83
• 나. 오프라인 서비스품질과 감정적 가치, 기능적 가치에 관한 가설 및
• 측정 ·············································································································84
• 다. 지각된 가치와 만족, 의존성에 관한 가설 및 측정 ··························86
• 라. 만족과 의존성에 관한 가설 및 측정 ···················································87
• 마. 의존성에 관한 측정 ·················································································88
• 3. 연구대상 및 분석방법 ·················································································89
• 가. 조사대상자의 선정 및 기간 ···································································89
• 나. 설문지의 구성 ···························································································89
• 다. 분석방법 ·····································································································92
• Ⅳ. 연구결과 ······································································································93
• 1. 조사대상자의 일반적 특성 ·········································································94
• 2. 타당성 및 신뢰도 검증 ···············································································95
• 가. 신뢰도 검증 ·······························································································95
• 나. 탐색적 요인분석 ·······················································································96
• 1) 온라인 서비스품질에 대한 탐색적 요인분석 결과 ·························97
• 2) 오프라인 서비스품질에 대한 탐색적 요인분석 결과 ···················100
• 3) 지각된 가치에 대한 탐색적 요인분석 결과 ···································102
• 4) 만족에 대한 탐색적 요인분석 결과 ·················································102
• 5) 의존성에 대한 탐색적 요인분석 결과 ·············································103
• 다. 확인적 요인분석 ·····················································································104
• 라. 상관관계 및 판별타당성 검증 ·····························································108
• 3. 기술통계적 분석 ·························································································109
• 가. 온라인 서비스품질 ·················································································109
• 1) 전반적인 온라인 서비스품질 ·····························································109
• 2) 일반적 특성에 따른 온라인 서비스품질 차이 ·······························110
• 나. 오프라인 서비스품질 ·············································································114
• 1) 전반적인 오프라인 서비스품질 ·························································115
• 2) 일반적 특성에 따른 오프라인 서비스품질 차이 ···························115
• 다. 지각된 가치 ·····························································································118
• 1) 전반적인 지각된 가치 ·········································································119
• 2) 일반적 특성에 따른 지각된 가치 차이 ···········································119
• 라. 만족 ···········································································································121
• 1) 전반적인 만족 ·······················································································121
• 2) 일반적 특성에 따른 만족 차이 ·························································122
• 마. 의존성 ·······································································································123
• 1) 전반적인 의존성 ···················································································123
• 2) 일반적 특성에 따른 의존성 차이 ·····················································124
• 4. 구조모형 및 가설 검정 ·············································································125
• 가. 구조모형의 적합도 검증 ·······································································125
• 나. 가설의 검증 ·····························································································126
• 1) 가설1의 검증 ·························································································126
• 2) 가설2의 검증 ·························································································131
• 3) 가설3의 검증 ·························································································136
• 4) 가설4의 검증 ·························································································138
• 5) 가설5의 검증 ·························································································140
• 다. 가설검증 결과요약 ·················································································142
• Ⅴ. 결 론 ···········································································································143
• 1. 연구결과의 요약 및 논의 ·········································································143
• 2. 연구의 한계 및 향후 연구 방향 ·····························································148
• 참고문헌 ············································································································150
• 부 록 ············································································································156
• Abstract ············································································································162