사진 및 동영상 온라인 리뷰 정보가 헤어제품 소비자 구매 행동에 미치는 영향

This study analyzes the impact of online reviews of hair products on consumer purchasing behavior. Its purpose is to provide insights for both companies that manufacture and distribute hair products and for retail sectors, including hair salons, which act as both consumers and sellers, to help establish effective marketing strategies and contribute foundational academic data. For the study, a self-written questionnaire survey was conducted on adult men and women in their 20s or older who had purchased and used hair products online, and a total of 300 copies were used for the final analysis. Frequency analysis, factor analysis, and multiple regression analysis were conducted using the SPSS 25.0 statistical package program. As a result of the analysis, firstly, five factors were derived as sub-factors of photo and video online review information: vitality, information, objectivity, timeliness, and usefulness. Secondly, among the derived five sub-factors, it was confirmed that there was a statistically significant positive (+) effect on purchasing behavior in the order of informativity, vitality, and usefulness. The result describes that informativity has the greatest influence on hair product purchase behavior which shows that consumers are using online photo and video reviews to obtain specific information as if seeing them in person. It is recommended that businesses focus on providing information that helps consumers write accurate and detailed reviews when creating product descriptions.. While existing studies in the beauty industry have primarily focused on online reviews of cosmetics and beauty salons, this study seeks to address the gap in research regarding the relationship between online reviews of hair products and consumer purchasing behavior. Specifically, it differentiates itself from previous research by analyzing the impact of photo and video reviews on consumer purchasing decisions, which are key characteristics of online reviews.