Purchase Behavior and Satisfaction of Online-only Brand Cosmetics

Abstract

1)Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

Mediating Effects of Heuristics and Reviews in the Relationship between Instagram Characteristics and Purchase Intention of Cosmetics

“…예를 들면, 구매 영향력이 있는 유명 인스타그래머나 연 예인에게 제품을 협찬하기도 하고 (Lee & Kim, 2016), 직접 인 스타그램 채널을 운영하기도 한다. 이와 같이 화장품의 온라인 구매는 공간과 시간의 제약을 받지 않으며, 제품과 가격의 비 교가 용이하기 때문에 (Kim & Oh, 2018) 특정 브랜드에 대한 충성도를 형성하기보다는 모바일 정보를 탐색하면서 알게 된 브랜드의 제품을 선택하는 경우가 늘어나고 있다 (Shin & Hwang, 2015). 이와 관련된 선행연구로는 인스타그램 특성이 화장품 구매의도에 미치는 영향에 관한 연구 (Seo & Yoo, 2017), 인스타 그램을 활용한 화장품 브랜드 광고 (Lim et al, 2021) 등이 있다.…”

Factors Affecting Cosmetic Mobile App Performance and the Moderating Effect of User Motivation

“…. 그러므로 중소기업과 신생기업은 오프라인을 통한 유통망을 확대하기보다는 진입장벽이 낮은 온라인 거래의 전문성을 강화하고 (Kim & Oh, 2018) (Kim & Na, 2017 (Oh & Kang, 2008).…”

Relationship between Consumers' Exploring Cosmetics Information Behavior and Satisfaction and Recommendation Intention

“…. 이러한 이유에는 대중들의 생활 속에 스마트폰이 자 동화와 편리함을 더욱 극대화한 것으로 볼 수 있다 (Kim, 2018 (Kim & Oh, 2018;Lee et al, 2012 (Cronin & Taylor, 1992;Kim & Ha, 2016…”