인터넷 블로그 화장품 후기가 소비자 구매행동에 미치는 영향

Abstract

Among many types of online reviews, blog reviews are most popular and widely used by cosmetic consumers. This research will analyze the influence of blog reviews on cosmetic consumers’ behavior and provide useful data for cosmetic blog. Most participants read internet blog reviews before purchasing cosmetics, and they believed the reviews influenced their decision. Participants who were women, elderly people, business owners, service industry workers, or people with sensitive skin type tended to read more blog cosmetic reviews. The most essential reason of reading the reviews was to know about the effectiveness of cosmetics, and gain information and data on how it feels, color and fragrance. In contrast, participants who did not read reviews had a tendency to think it was unnecessary to read reviews or had a preference to go offline shopping to actually see and try the products. In conclusion, participants actively researched and read cosmetics blog reviews and their purchase behavior was influenced by them. However, their satisfaction level or reliability on blog reviews were relatively low. Therefore, cosmetic companies need to think about how to positively influence the consumer behavior using blog reviews. I wish this research help establishing blog cosmetic review marketing.