e-서비스품질이 플로우(Flow) 및 사용자 만족에 미치는 영향: 헤어미용서비스를 중심으로

This study investigates the types of e-service quality factors that modern people use in many consumption patterns without time and space constraints, identifies the influence relationship between flow, the immersive experience of consumers, and provides information on hair beauty services. We would like to suggest a method that can lead to user satisfaction. For empirical analysis, an online survey was conducted targeting consumers who use e-service information, and a total of 350 copies were distributed. Excluding 39 insincere questionnaires, 311 copies were used as final analysis data. The empirical analysis results of this study are summarized as follows. First, among e-service qualities, informativeness, ease of use, stability, interactivity, and aesthetics were found to have a significant positive (+) effect on flow. Second, as a result of examining the influence of the relationship between e-service quality and user satisfaction, it was found that among e-service quality, information, ease of use, interactivity, and aesthetics had a significant positive (+) effect on user satisfaction. Among e-service quality, stability was found to have no significant effect on user satisfaction. Third, as a result of analyzing the relationship between flow and user satisfaction, flow was found to have a significant positive influence on user satisfaction, showing that service satisfaction increases as flow is experienced. Based on these research results, the implications of this study are as follows. First, consumers who use e-services want to obtain useful detailed information that can help them make decisions. Necessary information must be presented visually and provided with images or text to facilitate service search. Second, experiencing flow increases trust and satisfaction with hair beauty services, and positive marketing effects such as recommendation or sustainability can be expected. Constant communication is necessary to ensure smooth information sharing and provision of a variety of up-to-date information. This study suggests that in order for consumers to continuously use e-services when using information and to increase trust and satisfaction with the channel, consumers’ flow experience must be improved, and to this end, e-service quality must be managed. I’m doing it.