ScholarWorks@숙명여자대학교

초록

The development and growing penetration of the Internet have shifted consumer living area from offline spaces to online ones in large part, and information search and product purchase through online shopping malls are increasingly prevailing. The purpose of this study was to examine the impact of reviews about cosmetics distributed online on purchase behavior. Cosmetic brands that are distributed online are more likely to become popular though there are plenty of cosmetic brands. Therefore it's specifically meant to explore the state and prospects of cosmetic brands distributed online and to suggest successful marketing strategies for these brands. The above-mentioned findings illustrated that reviews about cosmetics distributed online affected purchase behavior. The cosmetics industry should make a steady effort to grow and analyze consumer needs to satisfy their needs for online cosmetics. This study is expected to be of use for marketing strategy setting for cosmetic brands.

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