A Study on the Impact of Perceived Cosmetic Brand App Attributes on Customer Satisfaction and Continuous Usage Intention

Purpose - The purpose of this study is to analyze correlation of perceived cosmetics brand apps characteristics and use intentions, mediating role of customer satisfaction, and relationship between customer satisfaction and continuous usage intention. Then provide basic data for development management strategy of beauty industry and enhancement of competitiveness corresponding to smart era. Methods - The questionnaires were surveyed by an online company(EMBRAIN). After data collection, frequency analysis was performed on the general characteristics of questionnaire survey using SPSS 22.0, and data conclusions were derived by verifying reliability and validity of data and hypotheses. Results - First, perceived cosmetic brand app characteristics have a positive effect on customer satisfaction, Second, perceived cosmetic brand app characteristics have a positive effect on continuous usage intention. Third, customer satisfaction was found to have a mediating role in the effect of perceived cosmetic brand app characteristics on continuous usage intention. Conclusion - Consumers buying products from cosmetics brand apps will be more likely to use cosmetics brand apps if they feel comfortable with calculation process, search, booking confirmation and payment methods.