Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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The Influence of New Service Means on Customer's Willingness to Buy under the Background of Artificial Intelligence Take the Marketing method of AI medical beauty APP as an example

  • Li, Xiao-Pei (Dept. of Global Business, Graduate School, Kyonggi University) ;
  • Liu, Zi-Yang (Dept. of Global Business, Graduate School, Kyonggi University)
  • Received : 2020.04.22
  • Accepted : 2020.06.15
  • Published : 2020.09.29
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Abstract

The purpose of this paper is to study the influence of new service methods of "artificial intelligence (AI) + medical cosmetology", a new service means, on customers' purchase intentions. To AI medical beauty APP sales as an empirical study. This paper designed Likert seven scale to investigate, using SPSS 24.0 statistical analysis software and AMOS24.0 structural equation software to analyze the survey data. The analysis method uses reliability analysis, validity analysis, and construct equation model analysis. Through empirical research, the following results can be found, 1. The system quality of AI medical beauty app will have a positive impact on perceived usefulness and perceived ease of use. 2. The information quality of AI medical beauty app will have a positive impact on perceived ease of use and perceived usefulness. 3. The service quality of AI medical beauty app will have a positive impact on perceived ease of use and perceived usefulness 4. Consumers' perceived ease of use has a positive impact on perceived usefulness and purchase intention. 5. The usefulness of consumers' notification has a positive effect on purchase intention.

본 논문의 목적은 "인공지능(AI)+의료미용" 이라는 새로운 서비스 수단이 고객의 구매 의도에 미치는 영향하는 것이다. AI 의료뷰티 APP 마케팅 방식을 실증 연구로 한다. 본 논문은 SPSS 24.0 와 AMOS24.0 구조방정식 통계 소프트웨어를 이용하여 통계분석을 실시하였다. 분석방법은 신뢰성분석, 타당성분석, 구조방정식모형분석 등을 이용하였다. 실증연구를 통해 다음과 같은 결과를 얻었다. 1. AI의료용 뷰티 APP의 시스템품질은 유용성과 사용편의성에 긍정적인 영향을 미친다. 2. AI의료APP는 유용성과 사용 편의성에 긍정적인 영향을 미친다. 3. AI의료용 뷰티 APP는 인식된 유용성과 인식된 사용편의성에 긍정적인 영향을 미친다. 4. 소비자가 인식된 사용 편의성은 인식된 유용성과 구매 의지에 긍정적인 영향을 미친다. 5. 소비자의 유용성을 알리는 것은 구매 의사에 긍정적인 영향을 미친다.

Keywords

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