화장품 브랜드 온라인 커뮤니티 특성이 소비자-브랜드 관계품질에 미치는 영향 (The Impact of the Characteristics of the Online Communities of Cosmetic Brands on the Relation Quality between Consumers and the Brands)

서지정보

· 발행기관 : 한국미용학회
· 수록지 정보 : 한국미용학회지 / 24권 / 1호 / 67 ~ 75페이지
· 저자명 : 권오혁, 이정민

초록

This research is aimed to make a comprehensive study on how the characteristics of the online communities of cosmetics brands make differences on their impact on the relation quality between consumers and the brands by verifying the sub-dimensions of the traits of the cosmetic brands’ communities that have impacts on their consumers and making an empirical analysis, targeting the community members. According to the research, the unique traits of the virtual communities of each cosmetic brand make the difference in the satisfaction, trust and royalty of the communities. Accordingly, the online communities have to be not only the places of gaining product information but also the brand communities of companies where consumers are motivated to make active participations. For this purpose, it is necessary that the companies provide consumers with convenience and easy accessibility to the communities in their search of information and connection to the web by establishing various contents and upgrading web functions, and give appropriate rewards to the customers who are highly engaged in the communities or offer useful ideas related to the brands of the companies. While the activities of online communities continue to grow, this study grasps the specific influences that the characteristics of online communities have on consumer actions, which is a significant factor to consider for the formation and operation of the online communities of cosmetic brands.
As a result, it will provide fundamental data useful for companies to establish a specified marketing strategy by using the virtual communities as an effective marketing space to manage customers, which will serve to enhance their sales and competitiveness.

영어초록

This research is aimed to make a comprehensive study on how the characteristics of the online communities of cosmetics brands make differences on their impact on the relation quality between consumers and the brands by verifying the sub-dimensions of the traits of the cosmetic brands’ communities that have impacts on their consumers and making an empirical analysis, targeting the community members. According to the research, the unique traits of the virtual communities of each cosmetic brand make the difference in the satisfaction, trust and royalty of the communities. Accordingly, the online communities have to be not only the places of gaining product information but also the brand communities of companies where consumers are motivated to make active participations. For this purpose, it is necessary that the companies provide consumers with convenience and easy accessibility to the communities in their search of information and connection to the web by establishing various contents and upgrading web functions, and give appropriate rewards to the customers who are highly engaged in the communities or offer useful ideas related to the brands of the companies. While the activities of online communities continue to grow, this study grasps the specific influences that the characteristics of online communities have on consumer actions, which is a significant factor to consider for the formation and operation of the online communities of cosmetic brands.
As a result, it will provide fundamental data useful for companies to establish a specified marketing strategy by using the virtual communities as an effective marketing space to manage customers, which will serve to enhance their sales and competitiveness.

참고자료

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