뷰티 매장 내 ICT 기반 리테일 기술이 매장 지속방문의도에 미치는 영향: 언택트 성향의 조절 효과를 중심으로

Recently, beauty stores have been introducing various retail technologies such as augmented reality (AR), artificial intelligence (AI), and smart devices, fundamentally transforming the customer experience through digital technology (Van Doorn et al., 2017). Technologies introduced in stores are creating a variety of experiences, from skin measurement to personalized product recommendations. In this context, this study aimed to derive retail technologies in beauty stores as environmental embedding and automated informativeness, and to empirically analyze their impact on repeat visit intentions. Additionally, the study sought to verify the moderating effect of consumers’ untact tendency on how repeat visit intentions toward technologies in beauty stores vary. To do this, we collected and analyzed a total of 386 copies of data from beauty store customers for about two weeks in October 2020. The results showed that environmental embedding and automated informativeness, in beauty stores positively influence the intention to revisit. Additionally, it was confirmed that the influence of technology in beauty stores on the intention to revisit partially varies depending on consumers’ untact tendency. Specifically, consumer untact tendency did not show a moderating effect on the relationship between environmental embedding and the intention to visit again. However, consumer untact tendency showed a clear moderating effect on the relationship between automated informativeness, and the intention to visit again. Based on these findings, we discussed implications and future research directions.