화장품의 온라인 리뷰 정보 특성과 소비자 행동 간의 관계 연구

Abstract

This study was studied to analyze correlation between online review information characteristics of cosmetic and customer’s behavior. The survey by 416 subjects were analyzed by the statistical package (SPSS WIN 24.0). As the results, women was 73.6% and men is 26.4%. Age of 30 was 42.5% and under 20 age was 35.8%. Final education of university was 74.8%, under high school was 17.3%. Official worker was 32.6% and average income per month of >2,000,000 won was 37.3%. In analysis on cosmetic’s review information of online customer by general characteristics, cosmetic’s evaluation ranking of online customer, ≤20 ages and 30 ages showed more cosmetic’s evaluation ranking than that 50 ages. The cosmetic’s evaluation ranking of online customer showed significant difference with age (p<0.01). The cosmetic’s evaluation content (Text) of online customer and sub-factor (Reliability) of customer’s behavior by general characteristics didn't show significant difference with general characteristics. The ≤20 ages and 30 ages showed more cosmetic’s evaluation content (Picture and videos) and sub-factor (utilization) of customer’s behavior than that 50 ages and then the cosmetic’s evaluation content (Picture and videos) of online customer and sub-factor (utilization) of customer’s behavior showed significant difference with age (p<0.01). Furthermore, the sub-factor (purchase intention) of customer’s behavior by general characteristics showed significant difference with ages and income (p<0.01 and p<0.05, respectively). The ≤20 ages and 30 ages showed more purchase intention than that of the other ages and than persons giving ≤2,000,000 won income and 2,000,000 - 3,000,000 won income sowed more purchase intention than that of the other income. In analysis of correlation between online review information characteristics of cosmetic and customer’s behavior, 3 sub-factor (Reliability, utilization and purchase intention) of customer’s behavior showed positive correlation with online review information characteristics of cosmetic. The reliability exhibited positive correlation with evaluation ranking of online customer (p<0.001), review content (Text, p<0.001) and review content (Picture, videos and p<0.001). Also, the utilization showed same correlation with the reliability. Therefore, various online review information characteristics of cosmetic can effect customer’s behavior against cosmetic positively and cosmetic company must be use these information to develop enterprise.