earticle

영어

The purpose of this study is to understand the effect of social media content on reliability and purchase intention for Korean and Vietnamese consumers. The survey was conducted on women in their 10s to 40s in Korea and Vietnam from August 19 to October 31, 2024, and distributed as an online questionnaire and used the final 420 copies (194 copies in Korea and 226 copies in Vietnam) for analysis. For statistical analysis, SPSS 27.0 was used, and frequency analysis, factor analysis, cross-analysis, and multiple regression analysis were performed. As a result of analyzing the effect of social media content characteristics on the reliability of Korean cosmetics, first, as a result of analyzing the effect of social media content characteristics on the reliability of Korean cosmetics, in Korea, informativity, and empathy all affected the reliability. Second, the higher the reliability of social media content for both Korean and Vietnamese consumers, the higher the purchase intention. Third, as a result of analyzing the effect of the reliability of Korean cosmetics on the purchase intention of Korean cosmetics, the higher the reliability of both Korean and Vietnamese consumers, the higher the purchase intention. Therefore, it would be effective for Korean cosmetics to increase consumer trust and purchase intention with reliable information and empathetic content, and strengthen strategies to strengthen short-form content and participatory events in the Vietnamese market.

중국어

本研究旨在探究社交媒体内容对韩国化妆品的韩国和越南消费者信任度及购买意愿的 影响. 调查对象为10至40岁的韩国和越南女性,于2024年8月19日至10月31日期间通过在线问 卷发放,最终收集到420份有效问卷(韩国194份,越南226份)用于数据分析. 统计分析采用 SPSS 27.0软件, 以0作为基准值, 进行了频数分析, 因子分析, 交叉分析及多元回归分析等统 计方法. 研究结果表明 : 第一,分析社交媒体内容特性对韩国化妆品信任度的影响中,韩国消费者更 受信息性影响,而越南消费者则同时受娱乐性, 信息性和共情性影响 ; 第二, 韩国和越南消 费者对社交媒体内容的信任度越高,其购买意愿越强; 第三,分析韩国化妆品信任度对购买 意愿的影响中,两国消费者信任度越高,购买意愿也越强烈. 因此,韩国化妆品企业应通过提供可靠信息和引发共鸣的内容来提升消费者信任度和购买意愿 ; 而在越南市场,则需强化短视频内容和互动式活动的推广策略,这种组合拳将更有效果.