온라인 커뮤니티 정보특성과 추구혜택이 구전의도에 미치는 영향

Abstract

This study was aimed at clarifying the level at which online community information characteristics and benefits sought were linked to male cosmetics, and studying its effect on word of mouth intention for brands in male office workers. In addition, it also aimed to verify the moderating effect on how online community information characteristics and benefits sought had influence on word of mouth intention for male cosmetics in accordance with the high/ low level of Self-Monitoring. The result of this study was as below. The higher consensus and vividness among online community information characteristics were, and the higher economic feasibility and fashion trending among the elements of benefits sought were, the more its effect on word of mouth intention became positive. On the other hand, in the moderating effect in accordance with the level of Self-Monitoring, it was shown to have a much higher influence on word of mouth intention in the high Self-Monitoring group than the low Self-Monitoring group. Judging from the results above, this implies that male cosmetic makers should provide consumers with details, actual information about male cosmetics through online community, which can garner high consensus from consumers amid the fierce competition of the male cosmetics market. In addition, making use of a sales promotion strategy through online community, which generally reflects economic advantages and the newest fashion trends, could be effective for raising word of mouth intention in male cosmetics consumers.