화장품 옴니채널 속성이 채널신뢰와 행동의도에 미치는 영향

This study understood the characteristics of omni-channel during the cosmetics distribution process and investigated the relationship between its properties, channel trust, and behavioral intention. The subjects of the survey are the general public who have experience using cosmetics brands (Amore Pacific, LG Household & Health Care, Beauty Net, Tony Moly, etc.) that operate in an omni-channel format, and will be surveyed by an online expert panel from June 15 to June 30, 2023. After conducting a survey targeting a total of 302 copies of data, the final analysis was conducted. As a result of the analysis, four sub-factors of cosmetics omni-channel attributes recognized by consumers were identified: convenience, economic efficiency, safety, and storeability. In terms of the impact of omni-channel attributes on channel trust, it was found to have a significant influence in the order of storeability, convenience, and safety. In terms of the influence of omni-channel attributes on behavioral intention, it was found to have a significant influence in the order of economy, safety, and convenience. It has been shown to have an impact. As a result of verifying the mediating effect of channel trust between omni-channel attributes and behavioral intention, it was found that convenience had a full mediating effect and safety had a partial mediating effect. Through this study, we understand consumer purchasing behavior related to omni-channel selection attributes and suggest methods to increase customer awareness and evaluation. In order to avoid wasteful competition and secure differentiated competitiveness in the perfectly competitive online market, It is believed that an omni-channel strategy that combines the strengths of online and offline can be an alternative.