온라인 구전 정보 방향성이 화장품 소비자의 브랜드 태도 및 구매 의도에 미치는 영향
A Study on the Influence of Online Word-of-Mouth Information's Direction on Brand-Atitude and Purchasing Intentions
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초록
The purpose of this study was to the influence of on-line word-of-mouth(WOM) information's direction on brand attitude and purchasing intentions. A questionnaire was developed to on-line word-of-mouth(WOM) information's direction, brand attitude, purchasing intentions. The questionnaire was administered 215 female in Seoul, Kyunggi area. The data analyzed using frequency, mean, factor analysis, regression. The result of study were as follows: 1. The on-line word-of-mouth(WOM) information's direction type were positive word-of-mouth type and negative word-of-mouth type. 2. The on-line word-of-mouth(WOM) information's direction is effect on brand-attitude, product knowledge and purchasing Intentions. 3. The brand-attitude is effect on product knowledge and purchasing intentions.
Abstract
The purpose of this study was to the influence of on-line word-of-mouth(WOM) information's direction on brand attitude and purchasing intentions. A questionnaire was developed to on-line word-of-mouth(WOM) information's direction, brand attitude, purchasing intentions. The questionnaire was administered 215 female in Seoul, Kyunggi area. The data analyzed using frequency, mean, factor analysis, regression. The result of study were as follows: 1. The on-line word-of-mouth(WOM) information's direction type were positive word-of-mouth type and negative word-of-mouth type. 2. The on-line word-of-mouth(WOM) information's direction is effect on brand-attitude, product knowledge and purchasing Intentions. 3. The brand-attitude is effect on product knowledge and purchasing intentions.
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