온라인 화장품 커뮤니티의 정보특성이 관계품질 및 구전효과에 미치는 영향

• 영문명: Effects of Information Characteristics of Online Cosmetic Communities on Relationship Quality and WOM Effects
• 발행기관: 한국인체미용예술학회
• 저자명: 양정아(Jung-A Yang) 황선진(Sun-Jin Hwang)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제16권 제4호, 125~142쪽, 전체 18쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2015.12.20

영문 초록

The purpose of this study was to determine the effects of the information characteristics of online fashion communities on relationship quality and WOM. The study also analyzed how the classification of online communities based on hosts makes differences in forming relationship quality. Data were collected from a total of 245 members from both communities (79 and 166, respectively) and analyzed with AMOS 6.0. For hypothesis testing, the study model was set with a structural equation modelling to examine the goodness of fit. The present study gained the following results: 1. The consensus of information in online fashion communities was found to have a negative relationship with the consumer-community relationship quality, while the information vividness and interactivity were found to have a positive relationship with the consumer-community relationship quality. 2. It was found that the higher the consumer-community relationship quality is, the more actively they accept and spread WOM. Thus, online fashion shopping malls would do best to take advantage of consumers’ frank, live and vivid information and active interaction among members in online communities. 3. Depending on the types of online fashion communities, the consumer-community relationship quality showed significant differences. The consumer-oriented community, therefore, compared to a business-centered one, was found to have a higher relationship quality.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

키워드

Online Cosmetic Communities(온라인 화장품 커뮤니티) Consensus(정보의 동의성) Vividness(정보의 생생함) Relationship quality(관계품질) WOM effects(구전효과)