Journal of the Korean Society of Cosmetology 2013;19(6):1006-1014.
Published online December 31, 2013.
긍정적 구전과 부정적 구전의 차이: 스킨케어 제품의 온라인 상품평에 대한 내용분석
양지원, 조은성
Research Paper : The Difference of Positive and Negative Word-of-mouth: A Content Analysis of Online Customer Reviews on Skin-care Products
Ji Won Yang, Eun Seong Cho
Abstract
With the growing practical importance of online customer reviews, much research attention is being paid to e-WOM(Electronic Word-of mouth). While most previous studies are focusing the reactions of consumers to e-WOM, only a few studies performed content analysis. This study examined the difference between positive and negative online customer reviews of skin-care products in terms of personal characteristics (age group, skin type, the number of previous reviews), contents characteristics (review length, review contents), expression characteristics (the number of emoticon use, politeness). Those who suffer acne were more in negative online reviewers than in positive online reviewers. Postive e-WOM contained more Ingredients, Volume, Function, and Overall evaluation than negative e- WOM. Negative online reviews included Skin-suitability, Side effects, Use motivation, Brand comparison. While the number of emoticon use was not different between positive and negative online reviews, the kinds of emoticon was different. And less polite style was used in negative reviews than in positive reviews.
Key Words: Content analysis, E-WOM, word-of-mouth, Online customer review, Skin-care products


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