Effects of Customer Experience Factors on Beauty Product Satisfaction in Beauty Live Commerce: -For women in their 20s and 30s in Zhejiang Province, China-

Abstract

This study was conducted from March 29th to April 25th 2021 to investigate the effect of customer experience factors on beauty product satisfaction in beauty live commerce, focusing on women in their 20s and 30s who watched Chinese beauty live commerce broadcasts and purchased beauty products. By the 25th, WeChat and WenJuanXing program were used to analyze 323 copies investigated. For data analysis, we used t-test, one-way ANOVA, Scheffe's multiple range test, Correlation Analysis, and Multiple Regression Analysis on the basis of SPSSWIN 21.0 program, and the results are as follows. The group is generally characterized as women in their 20-30's years old and unmarried. Their final educational background is a university degree, and the monthly income is less than 1 million to 2 million won. Occupation among them is highest as a profession. The average of all customer experience factors of beauty products was 3.64, and the average of the overall satisfaction with beauty products was 3.68, which was high. There are significant differences in customer experience factors and satisfaction with beauty products in different occupations. It is found that both the quantitative and qualitative services of beauty product satisfaction are significantly positively correlated with the customer experience factors of beauty products. The results confirmed that customer experience factors such as information provision services and personalized services in Beauty Live Commerce have a great impact on the satisfaction of beauty products. Proposed direction of the services provided, in order to make more effective use of Chinese women live beauty product marketing business in the future.