When Beauty Comes to Your Home: Profiling the On-Demand Beauty(ODB)Consumer

摘要

The on-demand economy(ODE),an internet-based marketplace for trade,has expanded exponentially of late(Colby and Bell 2016).ODB is now a developing part of this economy.In contrast with the beauty products industry,dominated by blue-chip brands like Estee Lauder and L'Oreal,ODB is still relatively fragmented(Financial Times 2017).Researchers have not examined in depth the ODB market or associated consumer characteristics and behaviors.ODE discourse generally classifies customer typologies based on technology acceptance,(e.g.,NTRS 2016;2017),illustrating the technology-oriented perspectives of many industry analysts and commentators.This led to neglect of the wider range of factors relevant to consumers,and the significant diversity of ODB customer characteristics.Thus,we propose the research question:"In what ways do relevant constructs and attributes interact in helping to profile,target,and communicate with ODB services users?"