With the development and widespread Internet, many areas of consumer life are shifting from offline to online. As information search and product purchase activities using online shopping malls spread significantly, consumers collect information on the desired product before purchasing cosmetics and decide their purchase intention based on it, and online reviews of cosmetics are the industry. The necessity is being emphasized as a marketing strategy.
This study conducted a survey focusing on men and women citizens in their teens to 50s to find out the effect of online distribution cosmetics reviews on purchasing behavior, and recently studied the effect of consumers'' online purchases and online review characteristics. As the influence of the online market is growing more than offline in the era of Untact, I would like to study the characteristics of reviews and consumers'' direct influence in the online cosmetics market and present marketing strategies accordingly. The summary of the results is as follows.
First, the difference according to the characteristics of the study subjects is that the purchase ranking information and the photo and video information are in their 20s or younger than those in their 50s.Those in their 30s showed a higher purchase ranking, but there was no significant difference in content information. There was no significant difference in reliability in demographic differences, and those in their 20s or younger had higher utilization than those in their 50s. It was found that consumers in their 50s had the lowest intention to purchase online, and consumers with less than 2 to 3 million won had higher intention to purchase compared to those with more than 3 to 5 million won and more than 5 million won.
Second, among the differences in usage status according to the characteristics of the study subjects, the average daily Internet usage was the most for women over 5 hours, but for men, it was the most for 1 to 2 hours. In the past month, women also used the most frequently to purchase pictorials more than five times, but men had the most frequent one to three times. Both had the largest number of purchases of less than one to three times, but there was a difference in the percentage of women responding less than three to five times compared to men. Women used Internet shopping malls the most, with 100,000 won to 150,000 won for women, but less than 30,000 won for men. Among them, women had the highest purchase amount of cosmetics of 50,000 won or more, and men had the highest purchase amount of less than 30,000 won. Both men and women use smartphones more as purchasing tools, but it was men who used PCs and smartphones more.
Internet usage differed according to age. The most common answer was that those in their 20s or younger use more than 5 hours, and those in their 30s use 2 to 3 hours and 5 hours, those in their 40s use less than 1 to 2 hours, and those in their 50s use less than 1 hour, showing interesting results.
There was a difference in the amount of purchase depending on the income. Those with less than 2 million won were the highest than those with more than 2 to 500 won. There was no significant difference in the use status depending on the educational background.
For jobs, there was a difference between the amount used and the purchase tool. As for the amount of use, office workers, full-time housewives, professionals, and public officials in the occupational group were the highest at 100,000 won to 150,000 won, while self-employed and other (unemployed, job seekers, etc.) and students were less than 30,000 won.
Third, looking at the relationship between online review information and consumer behavior, reliability, utilization, and purchase intention all had a positive correlation with purchase ranking information, review content information, and photo video information, which are sub-factors of online review information.
Fourth, looking at the effect of online review information on reliability in consumer behavior, it can be seen that purchase ranking information, review content information, and photo video information all affect reliability. That is, it may be seen that the reliability also increases as the degree of purchase ranking information, review content information, and photo video information increases. In addition, the review content information has a greater influence on reliability than the purchase ranking information and the photo video information.
Looking at the effects of purchase ranking information, review content information, and photo video information on utilization, it can be seen that purchase ranking information, review content information, and photo video information all affect utilization. That is, it may be seen that the use also increases as the degree of purchase ranking information, review content information, and photo video information increases. In addition, through the standardization coefficient, the review content information has a greater influence on the usability than the photo video information and purchase ranking information.
Looking at the effect of purchase ranking information, review content information, and photo video information on usability, it can be seen that purchase ranking information and photo video information affect purchase intention. That is, it may be seen that as the degree of purchase ranking information and photo-video information increases, the purchase intention also increases. In addition, the photo and video information has more influence on the purchase intention than the purchase order information.
Based on the above research results, it can be seen that reviews of online distribution cosmetics affect consumer behavior. In order to meet the consumer needs of these online cosmetics, the cosmetics industry and online platform operators will have to understand the constant development and consumer needs. Therefore, we hope that this data will help come up with specific measures for marketing strategies of cosmetics brands and online distribution companies.