The COVID-19 pandemic has wreaked havoc in Korean society since the end of 2019. Unlike prior to the pandemic, when online and offline activities were conducted side-by-side, many aspects of consumers’ daily lives are only conducted online, especially shopping and meetings. This study analysed the characteristics of consumers who have used offline shopping channels during the pandemic. In addition, participants were asked how often they will use online and offline shopping channels after society stabilizes from COVID-19 in order to analyse what determinants will be used to select either online or offline shopping channels after the pandemic. This study will contribute to provide a deeper understanding of the consumption patterns of consumers (online vs. offline) during times of deep external impact, such as a pandemic.

The present study aims to explore Korean domestic tourists’ decision-making processes by utilizing an extended model of goal-directed behavior (EMGB) as a theoretical framework. Integrating government policy (PLY) and protection motivation for smog (PMS) with the original model of goal-directed behavior (MGB) makes it easier to better understand the formation process of tourists’ behavioral intentions for domestic travel. Structural equation modeling (SEM) is employed to identify the structural relationships among the latent variables. The results of the EMGB indicated that desire had the strongest effect on the behavioral intention of tourists to travel domestically; positive anticipated emotion is the main source of desire, followed by negative anticipated emotion. Government PLY on smog has a significant, positive and indirect effect on behavioral intentions of domestic or potential tourists through the protection motive theory. We found that desires are verified as a determinant of the behavioral intention’s formation, more significant than that of perceived behavioral control, frequency of past behavior and protection motivation. In addition, this study offers theoretical and practical suggestions.

This social change in modern society, which is changing in conjunction with the fourth industrial revolution, has led to the development of the beauty market and the convenience of consumers who provide differentiated services. As a result, hair shop reservations are actively conducted on the convenience of using the reservation system, but it is difficult to find a study on the impact of the online reservation system, not the offline reservation service, on customer satisfaction and sustainability. Therefore, this study aims to promote empirical research and improvement to respond to the paradigm of the beauty market in the era of the Fourth Industrial Revolution by establishing factor analysis and systems for online reservation system quality. The study surveyed 350 beauty salon consumers living in Seoul and using online reservation systems. The data collected used the SPSS v.21.0 statistics program, which showed that the quality of online reservation system services had a significant impact on customer satisfaction and on the intention of continuous use, and that customer satisfaction had a significant impact on the intent to use. Therefore, starting with this study, research such as improving the quality of online reservation system in hair shops, changing the face-to-face payment system due to COVID-19 and establishing a systematic reservation system to continuously improve customer service quality is needed.

No abstract

No abstract