A Study on Purchase Stimulus Factors in Vertical Platform ‘Kream’

This study aims to analyze the user experience of the vertical platform 'Kream' and to clarify the process by which factors inducing purchase are actually converted into real purchases.Based on previous research, five evaluation factors-usability, usefulness, attractiveness, searchability, and reliability-were derived, and a first survey was conducted with Kream users using these factors.Through the survey results, the main characteristics of usability, reliability, functionality, and efficiency were identified, and a second in-depth interview focusing on these characteristics was conducted, during which various opinions on actual usage experiences and directions for improvement were suggested.As a result of the analysis, firstly, it was found that overall satisfaction with Kream's inspection system is high, but if the status and detailed information of the inspection process are provided more transparently, trust in the platform could increase even further.Secondly, there was an opinion that it is necessary to expand and activate the space where users can share reviews and communicate.Thirdly, it was suggested that the product registration process should be simplified so that sellers can have easier access.In conclusion, for Kream to increase its purchase conversion rate, disclosure of information regarding the inspection process, enhancement of user