Earticle

초록

영어

In a modern society where online communication is common and prevalent, online reviews have spread, and people have become more dependent upon such information. As a result, a possibility of purchase or word-of-mouth has also increased. Under such circumstances, this study attempted to investigate correlations between purchase intention and word-of-mouth intention against the customers using online reviews and examine the effects of customer communication- based marketing in the online world. According to multiple regression analysis on the influence of beauty-salon online reviews on purchase intention and word-of-mouth intention, ‘No. of online reviews’, ‘ratings’ and ‘orientation’ had a positive influence on purchase intention while ‘No. of online reviews’ and ‘orientation’ only revealed a positive effect on word-of-mouth intention.

중국어

在网络进一步普及、日常化的现代社会，随着网络评论的扩散和相关信息的依赖度日益加强，因线上评论购买、推荐商品的频率也逐渐增加。因此，本研究以经常使用在线评论的顾客为对象，探究其购买意图和口碑行销的影响关系，旨在充分运用线上顾客交流的信息，提升营销效率。为了解美容院在线评论对购买意图和口碑行销的影响，本文进行了多元回归分析，结果显示，在线评论的数量、评分、方向性因素对购买意图产生正（+）向影响，但只有在线评论的数量、方向性因素对口碑行销产生正（+）向影响。

목차

Abstract
I. 서론
II. 이론적 배경
1. 온라인 리뷰
2. 온라인 리뷰와 구매 의도 간의 관계
3. 온라인 리뷰와 구전 의도 간의 관계
III. 연구 방법
1. 연구모형
2. 측정도구
3. 자료수집 및 분석 방법
IV. 연구 결과 및 고찰
1. 조사대상자의 일반적 특성
2. 측정도구의 신뢰성과 타당성
3. 연구모형의 가설 검증
V. 결론
참고문헌
中文摘要

키워드

저자

• 한아름 [ A-Reum Han | 서경대학교 미용예술학과 대학원생 ]
• 박은준 [ En-Jun Park | 서경대학교 헤어디자인학과 교수 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646