온라인 커뮤니티 정보특성과 추구혜택이 구전의도에 미치는 영향

• 영문명: A Study on How Online Community Information Characteristics and Benefits Sought have Influence on Word of Mouth Intention of Male Office Workers for Cosmetics
• 발행기관: 한국인체미용예술학회
• 저자명: 전원우(Won-Woo Jeon) 황선진(Sun-Jin Hwang) 최동은(Dong-Eun Choi)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제16권 제4호, 143~159쪽, 전체 17쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2015.12.20

영문 초록

This study was aimed at clarifying the level at which online community information characteristics and benefits sought were linked to male cosmetics, and studying its effect on word of mouth intention for brands in male office workers. In addition, it also aimed to verify he moderating effect on how online community information characteristics and benefits sought had influence on word of mouth intention for male cosmetics in accordance with the high/ low level of Self-Monitoring. The result of this study was as below. The higher consensus and vividness among online community information characteristics were, and the higher economic feasibility and fashion trending among the elements of benefits sought were, the more its effect on word of mouth intention became positive. On the other hand, in the moderating effect in accordance with the level of Self-Monitoring, it was shown to have a much higher influence on word of mouth intention in the high Self-Monitoring group than the low Self-Monitoring group. Judging from the results above, this implies that male cosmetic makers should provide consumers with details, actual information about male cosmetics through online community, which can garner high consensus from consumers amid the fierce competition of the male cosmetics market. In addition, making use of a sales promotion strategy through online community, which generally reflects economic advantages and the newest fashion trends, could be effective for raising word of mouth intention in male cosmetics consumers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구문제 및 방법

Ⅳ. 연구 결과 및 논의

Ⅴ. 결론 및 제언

키워드

Online community information characteristics and benefits(온라인 커뮤니티 정보특성과 추구혜택) word of mouth intention(구전의도) male cosmetics(남성 화장품)