헤어미용 소셜커머스 추구혜택이 헤어서비스에 미치는 영향

Impact of the Benefits from Social Commerce by Hair Beauty on Hair Service

This paper aims to identify the impact of social commerce service by hair service providers on hair services and so provide basic marketing data for hair service providers in social commerce. The results by empirical analysis are presented below. In accordance with demographic analysis, women used these services more than men. College students ranging in age from 18 to 20 years old showed the highest usage ratio. For average monthly income, singles with an income from 300,000 KRW to 500,000 KRW had the highest ratio. The benefits from social commerce on sub-categories of hair service were analyzed. Four benefits were identified: convenience, economy, reliability and service. The disadvantages of hair service by social commerce were two types--insufficient skills and unkindness--and insufficient post-treatment. For the impact of the benefits from social commerce on hair service, social commerce had a positive impact on insufficient skills and unkindness and also on insufficient post-treatment. However, reliability and diversity showed a negative impact. Since the benefits from social commerce had a significant impact on hair service, social commerce needs to provide a variety of hair services. Hair service providers within social commerce may denigrate their awareness of the services due to excessive competition. These providers must therefore offer a variety of hair services to satisfy potential customers. When they offer a variety of products as more professional service providers and build reliability on service contents as well as convenience of social commerce, the hair service market in social commerce will become more advanced.