earticle

영어

The use of information and communication technology, which mediates the interaction between humans and computers, is accelerating compared to the past as the period of the 4th Industrial Rezvolution has passed. The reservation and payment service through the online platform is combined with fintech to establish itself as a major consumption behavior of adult consumers along with its explosive growth. In addition, online platform service providers such as Naver Place Reservation, Kakao Hair Shop, and Google provide O2O beauty services such as Naver Place Reservation, Kakao Hair Shop, and Google Reservation, which provide consumers with service experiences that lead from online to offline. Beauty shop users are also actively accepting the use of online platform services, and beauty shop operators are also actively using online platform services such as Naver Place Reservation, Kakao Hair Shop, and Google Reservation for marketing to induce users to visit online. In the past, it is necessary to pay attention to the form and tendency of users to accept online platform services in accordance with the change from beauty shops centered on offline use to the current usage behavior that emphasized online experience. Therefore, this study attempted to find out whether the O2O beauty service applying the extended integrated technology acceptance model (UTAUT2) affects customer satisfaction and visit intention.This study consisted of four sub-factors: performance expectation, effort expectation, social impact, and service quality perception using the extended integrated technology acceptance model (UTAUT2) through the review of previous studies. In previous studies, it was verified that O2O beauty services are factors that positively influence users' intention to visit in various fieldsHowever, there are insufficient studies to verify the relationship between customer satisfaction and visit intention of the O2O beauty service applying the extended integrated technology acceptance model (UTAUT2) in the beauty field. In addition, the customer satisfaction and visit intention of the O2O service applying the extended integrated technology acceptance model (UTAUT2) are mainly focused on other areas other than the beauty field, so it is considered that a study to verify the relationship between the O2O service and the beauty field is necessary.This study conducted an offline self-study survey of adult men and women in their 20s or older who have used beauty shops in the metropolitan area, and through this, the final 274 copies of statistical analysis data were obtained, and the SPSS Ver. 28.0 program was used for the data. The general characteristics of the survey subjects were verified by frequency analysis, and the measurement tools were verified by factor analysis and reliability analysis. Correlation analysis was conducted to understand the correlation between the independent variable and the dependent variable, and t-test and oneway variance analysis were conducted to analyze O2O beauty services centered on the extended integrated technology acceptance model according to demographic characteristics. Finally, a hierarchical regression analysis wa