코스메틱산업에서 가상체험특성이 체험만족도와 행동의도에 미치는 영향

To investigate the impact of virtual experience characteristics on users’ satisfaction and behavior in the cosmetics industry, data were collected from male and female general consumers who had experience using virtual experience spaces for cosmetic products, and 307 copies of data were finally analyzed. As a result of the analysis, first, the five factors of virtual experience characteristics recognized by users in the cosmetics industry were identified: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Second, the higher the relational experience and behavioral experience of virtual experience characteristics factors, the higher the experience satisfaction. Third, the higher the emotional experience, behavioral experience, and relational experience of virtual experience characteristic factors, the higher the recommendation intention and purchase intention. Fourth, the mediating effects of behavioral and relational experiences of virtual experiences on intention to recommend to others and purchase products through experience satisfaction were confirmed. The implications of this study are that it has identified the meaning of virtual experience spaces in the cosmetics field and provided basic data on how to appropriately configure virtual experience elements to elicit satisfaction. It is also helpful in establishing various marketing strategies for cosmetic consumers. I think we can provide more detailed information.