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NTIS 바로가기Fashion & textile research journal = 한국의류산업학회지, v.19 no.2, 2017년, pp.180 - 193
전은하 (연세대학교 의류환경학과) , 석해민 (연세대학교 의류환경학과) , 정민지 (연세대학교 의류환경학과) , 고은주 (연세대학교 의류환경학과)
The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular...
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
모바일 앱이란 무엇인가? | 모바일 앱은 스마트 폰(smart phone)에 컴퓨터와 같은 운영체계를 탑재시켜 무선으로 정보공유나 데이터 전송 등이 가능하도록 만들어진 콘텐츠 개념의 응용 프로그램을 의미한다(Bae, 2010). 뷰티기업들의 모바일 앱 도입으로 소비자들은 뷰티제품에 대한 새로운 쇼핑 경험을 제공받을 수 있는 구매 환경이 조성되었다(Ries, 2015). | |
국내 뷰티 전문 모바일 앱에는 무엇이 있나? | 뷰티 모바일 앱은 뷰티기업의 자체 모바일 앱과 다양한 브랜드의 뷰티제품을 전문으로 소개하고 판매하는 뷰티 전문 모바일 앱이 있다. 현재 국내에서 가장 인기 있는 뷰티 전문 모바일 앱은 ‘글로우픽’과 ‘화해’를 들 수 있다. ‘글로우픽’은 뷰티 제품에 대한 ‘솔직한 리뷰’, ‘공정한 랭킹’을 지향하며 ‘화해’는 개인의 피부타입을 고려한 성분을 가진 제품의 맞춤 정보 제공에 주력한다. | |
상업적 광고 및 제품 사용후기를 제공하는 것은 어떤 문제를 야기 시킬 수 있는가? | 현실과 온라인의 물리적 환경 차이로 인해 소비자들은 원하는 정보를 얻기 위해 온라인이라는 가상공간을 탐색하게 되는데(Park, 2007), 이러한 정보탐색과정에서 제품 사용후기는 구매의사결정을 위한 중요한 정보를 제공한다(Moon, 2014). 그러나 기업의 상업적 광고와 홍보를 위한 사용후기 제공은 고객의 신뢰를 저하시키고 기업의 관점에서 손실을 야기시킬 수 있다(Campbell & Kirmani, 2000; Soh et al., 2009). |
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