earticle

영어

Along with the rapid growth of social commerce, social commerce has been applied to the beauty industry, and social commerce specifically targeting this industry has started appearing. However, there must be some sort of change because the rate of returning customers is low. so this research paper will attempt to study the consumers’ recognition and current level of usage of hair shop social commerce. For this study, a survey was given to 201 people, and the responses were analyzed with the SPSS 20.0 using frequency analysis and technical statistical analysis. The results showed that 103 people had experience in purchasing hair shop social commerce products and 98 people did not, and women in their 20’s were shown to have the highest rate of experience in buying hair shop social commerce. As for the reason for purchasing hair shop social commerce coupons, 68.9% said that it was because they wanted to receive hair maintenance at a discounted price, and the intent to repurchase hair shop commerce coupons was high with 68% of hair shop coupon users stating that they would buy them again. Amongst the people with no experience in buying hair shop social commerce coupons, 43.9% said it was because they had no interest in them and 23.5% said it was because they didn’t trust them. Using these results, this study aims to provide academic information regarding hair shop social commerce and suggest some ways that hair shop social commerce could be improved.