| abstract |
| Background The information provided by various channels, online and offline, is highly influential to consumers due to gr owing social interest in the beauty sector and consumers' des ire to explore information about beauty services. However, the information provided by various channels is mixed with positive or negative information, and much of the information poured out in relation to purchases is causing consumer confusion due to the strategic approach to attract customers. In this study, the purpose of the study is to identify the aspects of consumer response resulting from consumer confusion to explore beauty design in this multi-channel environment, suggesting ways to reduce consumer confusion about beauty services in a multi-channel environment.
Methods The subjects of the survey were men and women in their 20s and older who had experience using beauty design services and Information Retrieval in Seoul and Gyeong-gi Province, and conducted a self-introduction survey, recalling the process of information exploration on beauty design-related products or beauty design services that they recently experienced. A total of 361 people were finally analyzed and the research model verification was conducted to verify the relationship between the sub-factors of consumer of beauty design services confusion and the positive emotions.
Result Consumer confusion of beauty design was subdivided into overconfusion, disbelief, overload confusion, similar confusion, duplicate confusion, and ambiguity. In the relationship between sub-factors and emotional responses of beauty design services consumer confusion, over confusion, overload confusion, and ambiguity showed positive (+) influences that increase feelings that are difficult to concentrate on, similar confusion, and overlapping confusion showed emotional response and negative (-) influences). The relationship between sub-factors and cognitive responses of beauty design consumer confusion has shown positive (+) relationships that increase the expectation that overload confusion would find better information and the cognitive response to careful selection, while mitigating confusion, duplication, and confusion.
Conclusion The relationship between sub-factors and cognitive responses to beauty design services showed a positive (+) relationship that increased the expectation that overloaded confusion would find better information and the cognitive response of careful choice, while similar confusion, overlapping confusion and confusion were seen as negative (-). Through this study, it can be a strategic method for marketing in the beauty sector to build favorable responses from consumers, such as developing menus to prevent consumer confusion over beauty services. |
|
|
| Key Words |
| 멀티채널환경, 뷰티서비스, 소비자 혼란, Multi-channel Environment, Beauty Service, Consumer Confusion |
|
|
|
 |
|
Full Text