earticle

영어

In a modern society where online communication is common and prevalent, online reviews have spread, and people have become more dependent upon such information. As a result, a possibility of purchase or word-of-mouth has also increased. Under such circumstances, this study attempted to investigate correlations between purchase intention and word-of-mouth intention against the customers using online reviews and examine the effects of customer communication- based marketing in the online world. According to multiple regression analysis on the influence of beauty-salon online reviews on purchase intention and word-of-mouth intention, ‘No. of online reviews’, ‘ratings’ and ‘orientation’ had a positive influence on purchase intention while ‘No. of online reviews’ and ‘orientation’ only revealed a positive effect on word-of-mouth intention.

중국어

在网络进一步普及、日常化的现代社会，随着网络评论的扩散和相关信息的依赖度日益加强，因线上评论购买、推荐商品的频率也逐渐增加。因此，本研究以经常使用在线评论的顾客为对象，探究其购买意图和口碑行销的影响关系，旨在充分运用线上顾客交流的信息，提升营销效率。为了解美容院在线评论对购买意图和口碑行销的影响，本文进行了多元回归分析，结果显示，在线评论的数量、评分、方向性因素对购买意图产生正（+）向影响，但只有在线评论的数量、方向性因素对口碑行销产生正（+）向影响。