지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.12
- 수록면
- 429 - 442 (14page)
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초록· 키워드
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Since the debut of Beauty Fix in 2008, numerous cosmetics subscription services have emerged. This research employed a multiple case study method, grounded in inductive learning, to analyze the commercial successes and failures of these cosmetics subscription services. In this research, we identified several key factors influencing the success or failure of cosmetics subscription services. These factors include the "subscription price range", the "presence of versioning", the "integration of ESG (Environmental, Social, and Governance) values", the "availability of customized services", the "inclusion of expert recommendations", and the "complexity of product composition". We analyzed 20 commercialized cosmetics subscription services, comprising 12 successful and 8 failed cases, from 2008 to April 30, 2023, using the six identified variables. By employing an inductive learning approach based on the ID3 algorithm, a machine learning methodology within the field of artificial intelligence, our analysis revealed that "existence of ESG value" emerged as the most influential factor among the six variables. This was followed by "subscription price range", with "existence of expert recommendation" also identified as a significant variable. Based on these findings, we propose four hypotheses concerning the success and failure of cosmetics subscription services. The hypotheses are as follows: 1) Cosmetic subscription services that lack ESG factors are likely to fail. 2) Services with ESG factors but without expert recommendations tend to fail, especially when priced in the mid-range. 3) Cosmetic subscription services that offer expert recommendations, along with the presence of ESG factors and mid-range pricing, are likely to succeed. 4) Services incorporating ESG factors tend to be successful when adopting either a high or low pricing strategy. These hypotheses provide strategic insights for enhancing the commercial success of cosmetics subscription services.
목차
ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 내용 및 방법
Ⅳ. 결과 및 고찰
Ⅴ. 결론
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