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소셜커머스의 헤어상품 선택속성이 고객의 만족도 및 재구매에 미치는 영향
유소라 ( So-ra Yoo ),김서희 ( Seo-heui Kim ) 한국미용학회 2016 한국미용학회지 Vol.22 No.4
Recently, social commerce has been watched due to the combination of SNS winning a great success. Since service business has become distinguished in social commerce, various hair salons from private brands to famous franchises sell a hair coupon in social commerce. This study grasped the effects of the selected attributes of social commerce hair coupons on customers` satisfaction and repurchase in . The study reviewed previous researches on social commerce and suggested convenience, viability, and information in the context of social commerce. A questionnaire survey was used and collected data were analyzed by SPSS v. 21.0. The results indicated that hair service satisfaction influenced repurchase. The following conclusions were drawn. The general characteristics of subjects were as follows. Twenties were the highest. Student and single were high in occupation and marital status respectively. 2-3 million won was the highest in monthly income. The effects of the selected attributes of hair coupons on customers` satisfaction and repurchase in social commerce were increased as convenience, viability, and information became higher. For the effects of hair service satisfaction, as hair service satisfaction became higher, repurchase was increased.