긍정적 구전과 부정적 구전의 차이: 스킨케어 제품의 온라인 상품평에 대한 내용분석 = The Difference of Positive and Negative Word-of-mouth: A Content Analysis of Online Customer Reviews on Skin-care Products

다국어 초록 (Multilingual Abstract)

With the growing practical importance of online customer reviews, much research attention is being paid to e-WOM(Electronic Word-of mouth). While most previous studies are focusing the reactions of consumers to e-WOM, only a few studies performed content analysis. This study examined the difference between positive and negative online customer reviews of skin-care products in terms of personal characteristics (age group, skin type, the number of previous reviews), contents characteristics (review length, review contents), expression characteristics (the number of emoticon use, politeness). Those who suffer acne were more in negative online reviewers than in positive online reviewers. Postive e-WOM contained more Ingredients, Volume, Function, and Overall evaluation than negative e- WOM. Negative online reviews included Skin-suitability, Side effects, Use motivation, Brand comparison. While the number of emoticon use was not different between positive and negative online reviews, the kinds of emoticon was different. And less polite style was used in negative reviews than in positive reviews.