화장품 소비자의 온라인 구전 정보탐색 동기에 따른 구전 재확산 의도에 대한 연구

In this study, the dimension of online word-of-mouth search motives of female cosmetic consumers was investigated, and the effect of search motives on the intention of re-spreading in the online word-of-mouth situation was investigated. The results of the study are summarized as follows. First, the online word-of-mouth search motives of cosmetic consumers were classified into factors such as reduced perceived product risk, information acquisition, enjoyment of entertainment exploration, and time and money saving factors. Second, there was a statistically significant difference in online word-of-mouth information search motive factors according to demographic characteristics according to age, occupation, average monthly cosmetic purchase amount, and Internet use time. Third, as a result of confirming the effect of online word-of-mouth search motive on word of mouth re-spreading intention, the higher the perceived product risk reduction, entertainment, enjoyment of exploration, and time and money saving of online word-of-mouth search motive, the higher the intention to re-spread word of mouth. and information acquisition was not statistically significant. It shows that consumers respond favorably when the usefulness of word of mouth information is high, and that the consumer's response is also good. There was a difference in the re-spreading of word of mouth according to the motive for the search, and it was found that the effect was different depending on the usefulness of the word of mouth information. Various online product information channels such as and recommendation are used, and in order to increase the effectiveness of online word of mouth, it is necessary to focus on usefulness aspects such as risk reduction, pursuit of pleasure, and time and money saving rather than acquiring new information.