earticle

영어

In this study, a survey was carried out to 375 cosmetic purchasers to look into the cosmetic purchase behaviors through a blog. The results of data analysis are as follows. Most of them purchased cosmetics 2～3 times for recent 6 months. Most of them purchased cosmetics less than 100,000 won for recent 6 months. They responded that they could feel pleasant and intimate to visit a blog because the higher purchase frequency and total purchase amount are based on trust. They responded positively to group purchase and recommendation. They had low trust in cosmetics due to low purchase frequency and purchase amount, which they were much interested in others' postscript and sympathy, and influenced by purchase decision. As for the findings stated above, offering precise product information is an important factor that can build trust to determine purchase because those surveyed think that the product effectiveness is the most important, and get product information through search. This suggests the importance of blog marketing.