온라인 화장품 정보가 브랜드 신뢰 및 온라인에서의 지속적 구매의도에 미치는 영향

Abstract

Purpose: This study aims to analyze the impact of online cosmetics information, brand trust, and continuous purchasing behavior through in-depth research between brands, including purchase intentions and changes in perception of online shopping for cosmetics brands. Methods: A total of 1,300 surveys were distributed online in the last six months, excluding unfaithful respondents and missing values, and statistical processing was conducted using the IBM Statistical Package for the Social Science (SPSS) 22.0 and Amos 21.0. Results: This study analyzed the relationship between eight variables of reliability, positive emotion, negative emotion, purchase credibility, purchase intent, brand attitude, brand information, and information credibility. The results indicated that the higher the positive emotion, the higher the brand information, purchase intention, information reliability, purchase reliability, and brand attitude. Findings also suggested that the higher the negative emotion, the lower the intention of purchase, information reliability, purchase reliability, and brand attitude. The most influential factor of negative emotion was information reliability. The results of the reliability analysis demonstrated that higher reliability increased brand information, purchase intention, information reliability, purchase reliability, and brand attitude; reliability had the greatest impact on information reliability. Conclusion: When providing online cosmetics brand information, marketers need to strategize regarding brand advertising considering the online and mobile environment and user characteristics, actively proposing and managing contents and advertising that can effectively deliver the main ingredients and effects of non-advertising brand products and continuously provide objective and reliable cosmetics brand information.