화장품 모바일 앱의 지각된 유용성이 구매만족도 및 관계유지의도에 미치는 영향

With the commercialization of smartphones, the use of mobile network has become universal, and in this regard, the cosmetic industry is no exception. In cosmetics industry, the mobile apps, in particular, are actively used as a part of strategic marketing to save cost and provide consumers with convenience in the corporate level. In the context of mobile usage in cosmetics industry, the current study examined the subfactors of perceived usability of cosmetic mobile apps to address the mutuality and major causes of each variable in regard to the perceived usability, satisfaction with purchase, and customers’ intention to maintain relationships with the cosmetic shop. A survey was conducted online, and data analysis was completed using SPSS 24.0 program. Results showed that the subfactors of perceived usability of cosmetic mobile apps, namely convenience, information provision, personalized services, empathy, and security, had statistically significant positive impacts on satisfaction of purchase and intention to maintain relationships. Also, satisfaction of purchase displayed statistically significant positive impact on the intention to maintain relationships, manifesting that the development of satisfaction of purchase and intention to maintain relationships varied according to the subfactors of perceived usability of the cosmetic mobile apps. The study is expected to enhance the efficiency of the cosmetic mobile apps and suggest practical implications to improve consumers'' satisfaction of purchase and intention to maintain relationships.