지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
이용수
초록· 키워드
오류제보하기
E-reviews, electronic reviews, are generally perceived as trustworthy and credible by the consumers, because it is based on the experiences of other consumers who are independent of the marketers. Therefore, consumers may rely more on the review information as an important cue than direct experience or advertising. This paper explored the structural equation model to investigate the relationships among search motives of e-reviews, attributes of e-review, trust, and purchase intention for cosmetics. A self-questionnaire was developed based on previous researches. Data were collected from 300 female university students experienced purchasing cosmetics at the Internet and were analyzed by AMOS 20.0. Results showed that e-review attributes consisted of three factors: expertise/visuality, quality/functionality and advertising/design. Utilitarian and hedonic search motives were significantly related to expertise/ visuality attributes of e-review and then influenced the purchase intention for cosmetics, mediated by the trust of e-review. However, quality/functionality attributes related by utilitarian motive did not have a significant effect to trust of e-review and purchase intention for cosmetics. Regardless of search motives and trust of e-review, advertising/design attributes of e-review directly related to purchase intention of cosmetics. As predicted, the trust of e-review was an important mediated variable to stimulate the purchase intention of cosmetics at internet. The implications of findings for research and practice are discussed.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 결과 분석 및 논의
Ⅴ. 결론 및 제언
REFERENCE
참고문헌 (52)
참고문헌 신청
1. [학술지(정기간행물)] - 안운석 / 2006 / 온라인 쇼핑몰에서의 관계효익과 고객충성도의 구조적 관계: 고객가치, 신뢰, 전환비용의 매개적 역할 중심으로 / 대한경영학회지 19 (4) : 1461 ~ 1483
2. [단행본] - Ajzen, I. / 2005 / The handbook of attitudes / Erlbaum, Mahwah : 173 ~ 221
3. [학술지(정기간행물)] - Chevalier, J. A / 2006 / The effect of word of mouth on sales : Online book reviews / Journal of Marketing Research 43 (3) : 345 ~ 354
4. [학술지(정기간행물)] - Chiou, J. S / 2003 / Should a company have message boards on its web sites? / Journal of Interactive Marketing 17 (3) : 50 ~ 60
5. [학술지(정기간행물)] - Cho, J. W. / 2001 / On the effect of knowledge and message framing on consumer decision making / Journal of The Korean Marketing Association 16 (2) : 11 ~ 13
2. [단행본] - Ajzen, I. / 2005 / The handbook of attitudes / Erlbaum, Mahwah : 173 ~ 221
3. [학술지(정기간행물)] - Chevalier, J. A / 2006 / The effect of word of mouth on sales : Online book reviews / Journal of Marketing Research 43 (3) : 345 ~ 354
4. [학술지(정기간행물)] - Chiou, J. S / 2003 / Should a company have message boards on its web sites? / Journal of Interactive Marketing 17 (3) : 50 ~ 60
5. [학술지(정기간행물)] - Cho, J. W. / 2001 / On the effect of knowledge and message framing on consumer decision making / Journal of The Korean Marketing Association 16 (2) : 11 ~ 13
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