DOI QR코드

DOI QR Code

SNS 구전 정보의 특성이 공기청정기의 구매 의도와 구전 의도에 미치는 영향

Influences of SNS word-of-mouth information on behavioral intention for air purifier purchase and reword-of-mouth

  • 남정우 (호서대학교 벤쳐대학원 융합공학과) ;
  • 김영희 (호서대학교 벤쳐대학원 융합공학과)
  • Nam, Jungwoo (Department of Convergence Engineering, Graduate School of Venture, Hoseo University) ;
  • Kim, Younghee (Department of Convergence Engineering, Graduate School of Venture, Hoseo University)
  • 투고 : 2020.09.28
  • 심사 : 2020.11.06
  • 발행 : 2020.11.30

초록

본 연구는 공기청정기 구매 의도의 선행요인을 조사하였다. 그리고 구매 의도가 SNS 구전 의도에 미치는 영향이 상호작용 성향에 의해서 조절이 되는지를 평가하였다. 본 연구 모형은 공기청정기 구매 의도의 선행요인으로서 SNS 구전 정보 유용성과 함께 SNS 구전 정보의 신뢰성을 포함하였다. 그리고 SNS 구전 정보의 적절성과 적시성, 충분성을 포함하는 3개의 1차 구성개념으로 구성되는 SNS 구전 정보의 풍부성이 구전 정보의 유용성과 신뢰성에 영향을 미칠 것으로 예상하였다. 연구가설을 통계적 유의수준에서 검증하기 위하여 312명의 응답자로부터 설문 조사 자료를 수집하였다. 구조방정식모형 분석을 수행하여 연구가설을 검증한 결과, 구매 의도는 구전 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 구전 정보의 유용성과 신뢰성은 모두 구매 의도에 유의한 정(+)의 영향을 미치는 것으로 평가되었다. 그리고 구전 정보의 풍부성은 구전 정보의 유용성과 신뢰성에 유의한 정(+)의 영향을 미치는 것으로 조사되었다. 그러나, 구매의도가 구전의도에 미치는 영향은 상호작용 성향에 의해서 조절이 되지 않는 것으로 나타났다.

The present study identified the determinants of the behavioral intention to purchase an air purifier. This work further examined the moderating effect of interactivity readiness on the relation between the purchase intention and the word-of-mouth (WOM) intention. Our conceptual model included a second-order construct of SNS WOM richness, consisting of three first-order constucts of SNS WOM relevancy, timeliness and sufficiency. Furthermore, SNS WOM usefulness and credibility were incorporated into the model to predict the purchase intention. A total of 312 respondents participated in the survey study. A series of scale refinement processes were performed and a structural equation model analysis was conducted to verify our research hypotheses. The results indicated that SNS WOM richness was found to be significantly predictive of both SNS WOM usefulness and credibility, which in turn, had significant impacts on purchase intention. In addition, results revealed that purchase intention had a significant and positive influence on WOM intention. However, results failed to verify the moderating effect of interactivity readiness on the influence of behavioral intention on WOM intention.

키워드

참고문헌

  1. J. K. Choi, I. S. Choi, K. K. Cho, S. H. Lee, "Harmfulness of Particulate Matter in Disease Progression", Journal of Life Science, Vol.30, No.2, pp.191-201, 2020. DOI : https://doi.org/10.5352/JLS.2020.30.2.191
  2. J. I. Choi, Y. S. Lee, "A Study on the Impact of PM2.5 Emissions on Respiratory Diseases", JOURNAL OF ENVIRONMENTAL POLICY AND ADMINISTRATION, Vol.23, No.4, pp.155-172, 2015. DOI : https://doi.org/10.15301/jepa.2015.23.4.155
  3. K. N. Kim, Y. H. Lim, H. J. Bae, M. Kim, K. Jung, Y. C. Hong, "Long-term fine particulate matter exposure and major depressive disorder in a community-based urban cohort", Environmental Health Perspectives, Vol.124, No.10, pp.1547-1553, 2016. DOI: https://doi.org/10.1289/EHP192
  4. S. Lee, W. Lee, D. Kim, E. Kim, W. Myung, S. Y. Kim, H. Kim, "Short-term PM2.5 exposure and emergency hospital admissions for mental disease", Environmental Research, Vol.171, pp.313-320, 2019. DOI: https://doi.org/10.1016/j.envres.2019.01.036
  5. Y. Shou, Y. Huang, X. Zhu, C. Liu, Y. Hu, H. Wang, "A review of the possible associations between ambient PM2.5 exposures and the development of Alzheimer's disease", Ecotoxicology & Environmental Safety, Vol.174, pp.344-352, 2019. DOI: https://doi.org/10.1016/j.ecoenv.2019.02.086
  6. M. J. Yeo, Y. P. Kim, "Trends of the PM10 Concentrations and High PM10 Concentration Cases in Korea", Journal of Korean Society for Atmospheric Environment, Vol.35, No.2, pp.249-264, 2019. DOI : https://doi.org/10.5572/KOSAE.2019.35.2.249
  7. KEI, 'What do Korean people think about fine dust?' 2018 Fine dust public awareness survey announced, 2019, https://www.kei.re.kr/board.es?mid=a10307020000&bid=0009&act=view&list_no=55217&tag=&nPage=1(Accessed on 4 July, 2020.)
  8. I. Park, S. Y. Kim, "Response to Risky Society and Searching for New Governance: The Role of Risk Communication Factors in Determining Responding Action for Particulate Matter", Korean Journal of Policy Analysis and Evaluation, Vol.30, No.1, pp.107-138, 2020.
  9. D. H. Chung, "Determinants of Preventive Behavior Intention to the Particulate Matter: An Application of the Expansion of Health Belief Model", Journal of Digital Convergence, Vol.17, No.8, pp.471-479, 2019. DOI : http://doi.org/10.14400/JDC.2019.17.8.471
  10. Y. S. Eom, J. O. Kim, S. E. Ahn, "Measuring Willingness to Pay for PM10 Risk Reductions: Evidence from Averting Expenditures for Anti-PM10 Masks and Air Purifiers", Environmental and resource economics review, Vol.28, No.3, pp.355-383, 2019. DOI: https://doi.org/10.15266/KEREA.2019.28.3.355
  11. Y. M. Cho, J. H. Lee, "Health effects from exposure to fine dust and efficient use of air purifiers", Medical Policy Forum, Vol.12, No.2, pp.45-54, 2014. DOI : https://doi.org/10.3390/ijerph17103687
  12. Etnews, Over the '4 million market' of air purifiers, 2020, https://m.etnews.com/20200305000225?obj=Tzo4OiJzdGRDbGFzcyI6Mjp7czo3OiJyZWZlcmVyIjtOO3M6NzoiZm9yd2FyZCI7czoxMzoid2ViIHRvIG1vYmlsZSI7fQ%3D%3D (Accessed on 8 July 2020.)
  13. J. B. Kim, J. H. Kim, K. H. Kim, G. N. Bae, J. W. Yoo, "Performance evaluation of air purifier by indoor air condition in the residential apartment", Journal of Odor and Indoor Environment, Vol.18, No.2, pp.91-101, 2019. DOI: https://doi.org/10.15250/joie.2019.18.2.91
  14. J. S. Kim, "Emotion Evaluation Analysis on the Design of Air purifier for home", Journal of Korea Design Forum, Vol.52, pp.157-168, 2016. https://kiss.kstudy.com/thesis/thesis-view.asp?key=35 29250
  15. L. J. Harrison-Walker, "The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents", Journal of Service Research, Vol.4, No.1, pp.60-75, 2001. DOI: https://doi.org/10.1177/109467050141006
  16. R. A. Westbrook, "Product/consumption-based affective responses and postpurchase processes", Journal of Marketing Research, Vol.24, pp.258-270, 1987. DOI: https://doi.org/10.1177/002224378702400302
  17. J. Berger, "Word of mouth and interpersonal communication: A review and directions for future research", Journal of Consumer Psychology, Vol.24, No.4, pp.586-607, 2014. DOI: https://doi.org/10.1016/j.jcps.2014.05.002
  18. N. Kumar, I. Benbasat, "The influence of recommendations and consumer reviews on evaluations of websites", Information Systems Research, Vol.17, No.4, pp.425-439, 2006. DOI: https://doi.org/10.1287/isre.1060.0107
  19. C. Van den Bulte, S. Wuyts, "Leveraging customer networks", In J. Y. Wind, & P. Kleindorfer (Eds.), The network challenge: Strategy, profit and risk in an interlinked world (pp. 243-258), Upper Saddle River, NJ: Wharton School Publishing, 2009. https://research.tilburguniversity.edu/en/publications/leveraging-customer-networks
  20. J. Bughin, J. Doogan, O. J. Vetvik, "A new way to measure word-of-mouth marketing", McKinsey Quarterly, Vol.2, pp.113-116, 2010. https://www.manageris.com/article-a-new-way-to-measure-word-of-mouth-marketing-23330.html
  21. P. A. Pavlou, A. Dimoka, "The nature and role of feedback text comments in online marketplaces", Information Systems Research, Vol.17, No.4, pp.392-414, 2006. DOI: https://doi.org/10.1287/isre.1060.0106
  22. L. Schiffman, L. L. Kanuk, Consumer behavior (7th Edition), Upper Saddle Rivers, NJ: Prentice-Hall, 2000. https://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/ReferencesPapers.aspx?ReferenceID=1049064
  23. B. Hochstein, W. Bolander, R. Goldsmith, C. R. Plouffe,"Adapting influence approaches to informed consumers in high-involvement purchase: Are salespeople really doomed?", Journal of the Academy of Marketing Science, Vol.47, pp.118-137, 2019. DOI: https://doi.org/10.1007/s11747-018-0609-2
  24. K Y. Lee, "Effects of the Perceived Risk on Visiting Intention of Private Restaurants on SNS: Focused on Mediating Role of SNS WOM Information Characteristics", Culinary Science & Hospitality Research, Vol.25, No.12, pp.101-110, 2019. https://doi.org/10.20878/cshr.2019.25.12.012
  25. W. Q. Chen, L. H. Yang, J. K. Kim, "Influence of Chinese Consumer SNS Word-of-Mouth Information on Behavior Intention : Mediating Effect of Restaurant Image", Northeast Asia Tourism Research, Vol.15, No.2, pp.243-263, 2019. http://www.papersearch.net/thesis/article.asp?key=3704695 https://doi.org/10.35173/NATR.15.2.13
  26. A. X. Liu, J-B. E. M. Steenkamp, J. Zhang, "Agglomeration as a driver of the volume of electronic word of mouth in the restaurant industry", Journal of Marketing Research, Vol.55, No.4, pp.507-523, 2018. DOI: https://doi.org/10.1509/jmr.16.0182
  27. E. J. Shin, W. J. Cho, "The effects of Word-of-mouth information and characteristics of social commerce hotel products on the customer's satisfaction, trust and use intention", International Journal of Tourism Management and Sciences, Vol.34, No.2, pp.217-236, 2019. http://www.papersearch.net/thesis/article.asp?key=3668319 https://doi.org/10.21719/IJTMS.34.2.11
  28. O. K. Jung, C. Park, "A Contents Analysis on the Characteristics of Online Review Influencing the eWOM Effect in Plastic Surgery Service", Journal of Product Research, Vol.36, No.3, pp.41-48, 2018. DOI: http://doi.org/10.36345/kacst.2018.36.3.005
  29. Y. N. Jeon, H. R. Lee, "The Effect of Airline Online Word Of Mouth Information Characteristics on Purchase Intention: Moderating Effect of Self-Monitoring", International Journal of Tourism Management and Sciences, Vol.33, No.3, pp.1-18, 2018. http://papersearch.net/thesis/article.asp?key=3591097 https://doi.org/10.21719/ijtms.33.3.1
  30. T. T. Vo, X. Xiao, S. Y. Ho, "How does corporate social responsibility engagement influence word of mouth on Twitter? Evidence from the airline industry", Journal of Business Ethics, Vol.157, No.2, pp.525-542, 2019. DOI: https://doi.org/10.1007/s10551-017-3679-z
  31. R. E. Petty, I. T. Cacioppo, Communication and persuasion: Central and peripheral routes to attitude change. New York, NY: Springer Verlag, 1986. DOI: https://doi.org/10.1007/978-3-658-09923-7_20
  32. F. D. Davis, "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly, Vol.13, No.3, pp.319-340, 1989. DOI: https://doi.org/10.2307/249008
  33. S. W. Sussman, W. S. Siegal, "Informational influence in organizations: An integrated approach to knowledge adoption", Information Systems Research, Vol.14, No.1, pp.47-65, 2003. DOI: https://doi.org/10.1287/isre.14.1.47.14767
  34. C. M. K. Cheung, M. K. O. Lee, N. Rabjohn, "The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities", Internet Research, Vol.18, No.3, pp.229-247, 2008. DOI: https://doi.org/10.1108/10662240810883290
  35. D. Y. Lee, M. R. Lehto, "User acceptance of YouTube for procedural learning: An extension of the Technology Acceptance Model", Information Systems Research, Vol.14, No.1, pp.193-208, 2013. DOI: https://doi.org/10.1016/j.compedu.2012.10.001
  36. S. Liao, C. T-Y. Lee, T-H. Lin, M-C. Lin, "eWOM richness of leisure farm tour experience: Influences of message valence, product type and consumer knowledge", Journal of Marketing Management, Vol.3, No.2, pp.55-68, 2015. DOI: https://doi.org/10.15640/jmm.v3n2a6
  37. S. Levy, Y. Gvili, "How credible is e-word of mouth across digital-marketing channels? The roles of social capital, information richness, and interactivity", Journal of Advertising Research, Vol.55, No.1, pp.95-109, 2015. DOI: https://doi.org/10.2501/JAR-55-1-095-109
  38. J. C. Park, "Video allows young scientists new ways to be seen", Learning and Leading with Technology, Vol.36, No.8. pp.34-35, 2009. https://eric.ed.gov/?id=EJ842837
  39. K. De Wulf, N. Schillewaert, S. Muylle, D. Rangarajan, "The role of pleasure in website success", Information & Management, Vol.43, No.4, pp.434-446, 2006. DOI: https://doi.org/10.1016/j.im.2005.10.005
  40. U. K. Lee, "The Effect of Representativeness in News Recommendation Mechanisms on Audience Reactions in Online News Portals", The Journal of Society for e-Business Studies, Vol.21, No.2, pp.1-22, 2016. DOI: https://doi.org/10.7838/jsebs.2016.21.2.001
  41. J. W. Park, S. W. Kim, "Effects of SNS WOM Information Characteristics on Brand Attitude, Brand Image and Purchase Intention", Global Business Administration Review, Vol.14, No.5, pp.229-249, 2017. DOI: https://doi.org/10.20878/cshr.2016.22.8.39
  42. B. C. Jung, J. W. Koo, "The Effects of SNS Messenger's Traits and SNS Information Charateristics on the Purchase Intention", Korean Corporation Management Review, Vol.20, No.2, pp.251-272, 2013.
  43. D. H. Tien, A. A. A. Rivas, Y-K. Liao, "Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites", Asia Pacific Management Review, Vol.24, pp.238-249, 2019. DOI: https://doi.org/10.1016/j.apmrv.2018.06.003
  44. Y. Y. Yolanda, E. Chan, W. T. Ngai, "Conceptualizing electronic word of mouth activity: An input-process-output perspective", Marketing Intelligence & Planning, Vol.29, No.5, pp.488-516, 2011. DOI: https://doi.org/10.1108/02634501111153692
  45. C-F. Chiang, S. C. Jang, "The effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotel booking", Journal of Hospitality & Leisure Marketing, Vol.15, No.3, pp.49-69, 2007. DOI: https://doi.org/10.1300/J150v15n03_04
  46. C. Wathen, J. Burkell, "Believe it or not: Factors influencing credibility on the Web", Journal of the American Society for Information Science and Technology, Vol.53, No.2, pp.134-144, 2002. DOI: https://doi.org/10.1002/asi.10016
  47. C. S. Lee, H. B. Lee, S. M. Lee, J. H. Kim, "The Effect of WOM's Information Characteristics on WOM Adoption in the Online Shopping Context: Focused on the Mediating Roles of Trust and Usefulness", Journal of Distribution and Management Research, Vol.16, No.3, pp.59-75, 2013. https://doi.org/10.17961/jdmr.16.3.201306.59
  48. X. Dou, J. A. Walden, S. Lee, J. Y. Lee, "Does source matter? Examining source effects in online product reviews", Computers in Human Behavior, Vol.28, No.5, pp.1555-1563, 2012. DOI: https://doi.org/10.1016/j.chb.2012.03.015
  49. H. Y. Hsu, H. T. Tsou, "Understanding customer experiences in online blog environments", International Journal of Information Management, Vol.31, No.6, pp.510-523, 2011. DOI: https://doi.org/10.1016/j.ijinfomgt.2011.05.003
  50. R. D. Blackwell, "Consumer behavior", In R. D. Blackwell, P. W. Miniard, J. F. Engel (Eds.), Harcourt College Publishers, 2011.
  51. D. H. Park, S. Kim, "The effects of consumer knowledge on message processing of electronic word of mouth via online consumer reviews", Electronic Commerce Research and Applications, Vol.7, No.4, pp.399-410, 2008. DOI: https://doi.org/10.1016/j.elerap.2007.12.001
  52. J. A. Chevalier, D. Mayzlin, "The effect of word of mouth on sales: Online book reviews", Journal of marketing research, Vol.43, No.3, pp.345-354, 2006. DOI: https://doi.org/10.1509/jmkr.43.3.345
  53. T. Hennig-Thurau, E. C. Malthouse, C. Friege, S. Gensler, L. Lobschat, A. Rangaswamy, "The impact of new media on customer relationships", Journal of Service Research, Vol.26, No.3, pp.311-330, 2010. DOI: https://doi.org/10.1177/1094670510375460
  54. G. T. Lau, S. Ng, "Individual and situational factors influencing negative word-of-mouth behaviour", Canadian Journal of Administrative Sciences, Vol.18, No.3, pp.163-178, 2001. DOI: https://doi.org/10.1111/j.1936-4490.2001.tb00253.x
  55. J. H. Lee, S. J. Doh, J. S. Hwang, "The Effectiveness of Online WOM(Words-of-Mouth): The Role of Direction, Usefulness, and IR(Interaction Readiness)", The Korean Journal of Consumer and Advertising Psychology, Vol.12, No.2, pp.283-307, 2011. DOI : https://doi.org/10.21074/kjlcap.2011.12.2.283
  56. Y. Liu, "Online interaction readiness: Conceptualization and measurement", Journal of Customer Behavior, Vol.6, No.3, pp.283-299, 2007. DOI: https://doi.org/10.1362/147539207X251068
  57. D. Grewal, K. B. Monroe, R. Krishnan, "The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions", Journal of marketing, Vol.62, No.2, pp.46-59, 1998. DOI: https://doi.org/10.1177/002224299806200204
  58. J. D. Oliver, S. H. Lee, "Hybrid car purchase intentions: a cross‐cultural analysis", Journal of consumer marketing, Vol.27, No.2, pp.96-103, 2010. DOI: https://doi.org/10.1108/07363761011027204
  59. J. H. Yoon, H. K. Kim, "The Effect of Online Interactivity, Self-Presentation and Personal Information Concern on WOM of SNS Advertisement and SNS Continuous Use Intention through Presence Experience", The Journal of Internet Electronic Commerce Research, Vol.18, No.3, pp.125-143, 2018. https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07484569
  60. J. Benson, J. A. Fleishman, "The robustness of maximum likelihood and distribution-free estimators to non-normality in confirmatory factor analysis", Quality and Quantity, Vol.28, No.2, pp.117-136, 1994. DOI: https://doi.org/10.1007/BF01102757
  61. M. Lei, R. G. Lomax, "The effect of varying degrees of non-normality in structural equation modeling", Structural Equation Modeling, Vol.12, No.1, pp.1-27, 2005. DOI: https://doi.org/10.1207/s15328007sem1201_1
  62. R. B. Kline, Principles and practice of structural equation modeling, New York: The Guilford Press, 2011.
  63. R. G. Netemeyer, W. O. Bearden, S. Sharma, Scaling procedures: Issues and applications, Thousand Oaks: Sage Publications, 2003.
  64. J. F. Hair, W. C. Black, B. J. Babin, R. E. Anderson, Multivariate data analysis (7th ed.), Upper Saddle River, N.J: Pearson Prentice Hall, 2010.
  65. H. F. Kaiser, "An index of factorial simplicity", Psychometrika, Vol.39, No.1, pp.31-36, 1974. DOI: https://doi.org/10.1007/BF02291575
  66. A. B. Costello, J. W. Osborne, "Best practices in explanatory factor analysis: Four recommendations for getting the most from your analysis", Practical Assessment, Research & Evaluation, Vol.10, No.7, pp.1-8, 2005. DOI: https://doi.org/10.7275/jyj1-4868
  67. E. A. Locke, "Construct validity vs. concept validity", Human Resource Management Review, Vol.22, No.2, pp.146-148, 2012. https://doi.org/10.1016/j.hrmr.2011.11.008
  68. L. Sechrest, "Validity of measures is no simple matter", Health Services Research, Vol.40, No.5, pp.1584-1604, 2005. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1361215/ https://doi.org/10.1111/j.1475-6773.2005.00443.x
  69. C. Fornell, D, F. Larcker, "Evaluating structural equations with unobservable variables and measurement error", Journal of Marketing Research, Vol.18, No.1, pp.39-50, 1981. DOI: https://doi.org/10.1177/002224378101800104
  70. R. F. DeVellis, Scale development: Theory and applications (2nd ed.), London: Sage Publications, 2003.
  71. K. A. Bollen, Structural equations with latent variables, New York: John Wiley & Sons, Inc, 1989.
  72. R. P Bagozzi, P. R. Warshaw, "Trying to consume", Journal of Consumer Research, Vol.17, No.2, pp.127- 140, 1990. DOI: https://doi.org/10.1086/208543
  73. P. M. Bentler, D. G. Bonett, "Significance tests and goodness of fit in the analysis of covariance structures", Psychological Bulletin, Vol.88, No.3, pp.588-606, 1980. DOI: https://doi.org/10.1037/0033-2909.88.3.588
  74. W. J. Doll, W. Xia, G. Torkzadeh, "A confirmation of factor analysis of the end-user computer satisfaction instrument", MIS Quarterly, Vol.18, No.4, pp.453-461, 1994. DOI: https://doi.org/10.2307/249524
  75. D. Gefen, D. W. Straub, M. Boudreau, "Structural equation modeling and regression: guidelines for research practice", Communications of the Association for Information Systems, Vol.4, No.7, pp.1 -79, 2000. DOI: https://doi.org/10.17705/1CAIS.00407
  76. V. Bissonnette, W. Ickes, I. Bernstein, E. Knowles, "Personality moderating variables: A warning about statistical artifact and a comparison of analytic techniques", Journal of Personality, Vol.58, pp.567-587, 1990. DOI: https://doi.org/10.1111/j.1467-6494.1990.tb00243.x
  77. C-P. Lin, C. G. Ding, "Modeling information ethics: The joint moderating role of locus of control and job insecurity", Journal of Business Ethics, Vol.48, No.4, pp.335-346, 2003. DOI: https://doi.org/10.1023/B:BUSI.0000005745.63324.79
  78. R. Daft, R. Lengel, "Organizational information requirements, media richness and structural design", Management Science, Vol.32, No.5, pp.554-571, 1986. DOI: https://doi.org/10.1287/mnsc.32.5.554
  79. D. H. Zhu, Y. P. Chang, J. J. Luo, "Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model", Telematics and Informatics, Vol.33, pp.8-16, 2016. DOI: https://doi.org/10.1016/j.tele.2015.06.001
  80. H. Wei, K. M. Kim, "The Effect of Social Network Services Determinants on Word Of Mouth", The Journal of Information Systems, Vol.24, No.1, pp.1-25, 2015. DOI: https://doi.org/10.5859/KAIS.2015.24.1.1
  81. M. T. Lee, J. Y. Lee, S. W. Shim, "An Exploratory Study on the Effect of YouTube Beauty Influencer Attributes on Contents Attitude, Product Attitude, Word of Mouth Intention, and Purchase Intention", The Korean Journal of Advertising, Vol.31, No.5, pp.117-142, 2020. https://www.earticle.net/Article/A378389 https://doi.org/10.14377/KJA.2020.7.15.117