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- 저자 : 석해민 ( Haemin Seok ) (검색결과 1 건)
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뷰티 모바일 앱에서의 제품 사용후기의 유형, 지각된 정보의 진정성, 브랜드 태도, 구매의도 및 온라인 구전의도에 대한 연구
전은하 ( Eunha Chun ),석해민 ( Haemin Seok ),정민지 ( Minjee Chung ),고은주 ( Eunju Ko ) 한국의류산업학회 2017 한국의류산업학회지 Vol.19 No.2
The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers` purchase decision making and the formation of a company`s image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand`s perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.
ScienceON
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