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논문 기본 정보

자료유형
학술저널
저자정보
서지혜 (성신여자대학교 식품영양학부) 김은영 (동원대학교 뷰티디자인과)
저널정보
한국미용학회 한국미용학회지 한국미용학회지 제24권 제4호
발행연도
2018.8
수록면
805 - 816 (12page)

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초록· 키워드

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Currently, social community’s social recommendation is having more influence on customer behavior. Thus, this study identified feature of shared information in beauty social community and analyzed how such shared information influence on individual’s intention to accept recommendation from community member through network relationship quality. For the research, this study conducted survey on 300 people who experienced beauty-related social communities. Based on the survey data, this study implemented frequency analysis, reliability and validity analysis (exploratory factor analysis, confirmatory factor analysis), measurement model fit and path analysis with SPSS and AMOS statistics package. The research results are as follows. First, shared information’s situational information, interactivity, information reliability had significant influence on behavioral commitment while situational information and empirical information had significant influence on social tie. Secondly, community network quality’s behavioral commitment had significant influence on social tie and intention to accept recommendation while social tie had significant influence on recommendation acceptance intention. Based on the research results, this study supplements beauty social community’s information environment to enhance user’s intention to accept recommendation. This study also suggests strategic implication in the aspect of relationship network.

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