The digital transformation of the 4th Industrial Revolution brought about rapid changes and innovations in technology and business areas. With the development of digital technology, platform businesses using O2O have emerged, and various services are changing traditinal transaction methods. Therfore, this study expandded the research on the O2O platform to the cosmetics field and analyzed the effect of the characteristics of the O2O cosmetic platform service on the repurchase intention through the perceived usefulness and trust. An empirical analysis was conducted using 300 valid samples for the general public who had purchased cosmetics using a cosmetic platform. According to the analysis results, it was found that among the characteristics of the O2O cosmetic platform service, information provision, order transfer, reactivity, and safety had a significant effect on perceived usefulness. In addition, it was found that information provision, order transfer, reactivity, and safety had a significant effect on trust. This study is meaningful in that it empirically investigated how the characteristics of the O2O cosmetic platform service affect the intention to repurchase.
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Choi et al. (2024) studied this question.
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