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A Study on the Types of Product Review on Mobile Beauty App, Perceived Information Authenticity, Brand Attitude, Purchase Intention and e-WOM Intention

뷰티 모바일 앱에서의 제품 사용후기의 유형, 지각된 정보의 진정성, 브랜드 태도, 구매의도 및 온라인 구전의도에 대한 연구

  • Chun, Eunha (Dept. of Clothing & Textiles, Yonsei University) ;
  • Seok, HaeMin (Dept. of Clothing & Textiles, Yonsei University) ;
  • Chung, Minjee (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
  • 전은하 (연세대학교 의류환경학과) ;
  • 석해민 (연세대학교 의류환경학과) ;
  • 정민지 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과)
  • Received : 2016.08.23
  • Accepted : 2017.03.02
  • Published : 2017.04.30

Abstract

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

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