earticle

영어

This study attempted to investigate beauty service providers’ e-CRM attributes and unveil their influence on social exchange relationships and performances with network coherence as a mediating factor. For this, an online (mobile) questionnaire survey was performed against those who experienced beauty e-CRM from July 26 to August 10, 2022, and a total of 811 copies were collected through beauty community boards and social media platforms. The collected data were analyzed by frequency analysis, reliability analysis, validity analysis (exploratory factor analysis), confirmatory factor analysis and goodness-of-fit, and path analysis was conducted for hypothesis testing. The above results found the followings: First, ‘e-service’, ‘e-communication’, ‘e-marketing’ and ‘e-system’ revealed a statistically significant effect on information interactions. Specifically, ‘e-communication’, ‘e-marketing’ and ‘e-system’ had a significant influence on mutual trust while ‘e-service’, ‘e-communication’ and ‘e-marketing’ showed a significant effect on mutual expectations. Second, ‘information interactions’, ‘mutual trust’ and ‘mutual expectations’ revealed a statistically significant influence on network coherence. Third, network coherence showed a statistically significant effect on intent of continuous use. Therefore, it is anticipated that it would be possible to assess the role of beauty e-CRM in customer relationship performances through analysis of structural relationships among measurement variables.

중국어

本研究目的在于明确美容服务企业的e-CRM属性，并考察e-CRM属性在以社会交换关系和网络凝聚性为媒介转化为成果过程中的结构性影响关系。为此，以曾体验过美容服务e-CRM活动的顾客为调查对象，通过在线(手机)问卷调查方法，并利用美容(美妆)信息论坛、个人SNS，共收集811份资料(2022.7.26.~8.10)。另外，利用SPSS和AMOS，进行了频度分析、可信度分析、可行性分析(探索因子分析)、确认因素分析、模型适合度分析以及用来验证假设的途径分析。由此得出的结果如下。第一，美容服务的电子化服务(e-service)、电子沟通(e-communication)、电子营销(e-marketing)、电子系统(e-system)都对信息相互作用产生了有意义的影响。另外，e-communication、e-marketing、e-system对相互信任产生有意义的影响，而e-service、e-communication、e-marketing则对相互预期意识产生了有意义的影响。第二，在美容服务中，信息相互作用、相互信任、相互预期意识都对网络凝聚性产生了有意义的影响。第三，美容服务的网络凝聚性对持续利用目的也具有积极影响。