| 연령에 따른 화장 관련 온라인 구전 커뮤니케이션 수준과 효과 |
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이영애, 이명선 |
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| The Level Effectiven of Online Word-of-mouth Communication on the Cosmeties by Age |
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Young-ea Lee, Myung-sun Lee |
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| Abstract |
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This study examined the current status and effects of online word-of-mouth communication on cosmetics. In particular, the focus was on age-specific effects presuming that the degree to which online information is used varies from age to age. Data for the empirical analysis were collected from 524 women aged 20 to 50 through a questionnaire. Analysis results indicated that the younger the age, the higher the degree of contact with word-of-mouth information through online communication channels. However, it cannot be said that the effectiveness of word-of-mouth information also increases with younger age. Word-of-mouth activities providing information were not related to age, and there was no difference in age regarding satisfaction with word-of-mouth information and intentions of buying cosmetics through word-of-mouth information. However, the degree of imitation of word-of-mouth information seen online was highest among people in the 20s, gradually decreasing according to age, and showing a rebound in the 50s. As a result, among the flood of cosmetic information online, the effect of word-of-mouth information on cosmetics appeared throughout all ages. |
| Key Words:
Cosmetic, Electronic word-of-mouth, eWOM effect, Level and effect, Online information production, Online information consumption |
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