융합정보논문지 (Journal of Convergence for Information Technology)

중소기업융합학회 (Convergence Society for SMB)
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뷰티샵 온라인 예약 동기와 예약시스템 편의성이 고객 구전행동에 미치는 영향 -네이버예약과 카카오예약을 중심으로-

Effects of Beauty Shop Online Reservation Motivations and the Convenience of Reservation System on Customers' Word-of-mouth Behaviors : Focused on Naver and Kakao Reservation System

  • 김파라 (건국대학교 의류학과 토탈코디네이션 전공) ;
  • 황진숙 (건국대학교 의류학과)
  • Kim, Pa Ra (Dept. of Clothing & Textiles, Konkuk University) ;
  • Hwang, Jin Sook (Dept. of Clothing & Textiles, Konkuk University)
  • 투고 : 2020.03.11
  • 심사 : 2020.04.20
  • 발행 : 2020.04.28
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초록

본 연구의 목적은 온라인 예약 동기가 예약 시스템의 편의성에 미치는 영향을 살펴보고, 예약시스템 편의성이 소비자들의 만족도에 미치는 영향을 알아보며, 만족도가 구전행동에 미치는 영향을 알아보는 것이다. 요인분석 결과, 온라인 예약 동기는 기분 전환형, 서비스 중요형, 충동 예약형으로 구분되었으며, 온라인 예약의 편의성에는 의사결정 편의성, 거래 편의성, 사후보상편의성, 편익편의성, 사후보상서비스 편의성의 5가지 요인이 있는 것으로 나타났다. 온라인 예약 편의성의 요인에서 거래 편의성, 의사결정 편의성, 사후보상편의성, 편익편의성은 예약동기의 기분 전환 동기와 서비스 중요 동기가 높을수록 편의성을 높게 지각하는 것을 알 수 있었고 온라인 예약 편의성의 요인에서 접근 편의성의 경우 온라인 예약동기의 기분 전환 동기와 서비스 주요동기가 높을수록, 충동예약 동기가 낮을수록 접근 편의성 지각이 높은 것으로 나타났다. 구매 후 만족도에 있어서는 뷰티샵 온라인 예약 편리성의 의사결정 편의성과 사후보상서비스 편의성이 높을수록 만족도가 높은 것을 알 수 있었고, 만족도가 높을수록 추천, 공유와 같은 구전 행동이 높은 것으로 나타났다.

The purposes of this paper are to find the effects of beauty shop online motivations on the convenience of reservation system, to investigate the convenience of reservation system on satisfaction, and to determine the effects of satisfaction on word-of-mouth behaviors. Based on the results, there are three factors in the motivations: diversion, service-prioritized, and impulse-driven tendencies. Also, there are five factors in the reservation convenience perception: efficiency of decision-making, easy monetary transaction, overall convenience, accessibility, and effortless nature of rewarding system. In terms of the convenience of online booking, the access convenience was found that as the motivation diversion and the service-prioritized motivation higher and as the impulse reservation motivation lower. Furthermore, this paper concludes that offered by online beauty service reservation systems, and higher satisfaction rate leads to higher review behaviours.

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참고문헌

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