• 복식
• /
• 제62권2호
• /
• pp.13-25
• /
• 2012

The purpose of this research is to study the influence over confidence and Word-Of-Mouth (WOM) effect in the acceptance process of WOM by information characteristics(consensus, vividness, and message neutrality) of individual cosmetic blog, reflecting that it is widely spreading over the public. Online survey for the consumers using such blogs was performed to collect data(N=200), and credibility analysis through Cronbach-${\alpha}$ and Structural Equation Model(SEM) analysis using AMOS 18.0 were performed. The analysis results are as follows; First, vivid information and neutral message increase WOM effect through the improvement of consumers' credibility whereas information consensus doesn't positively influence over credibility. Second, the examination of a moderating effect by type of cosmetics demonstrated that the consumers of basic cosmetics have most confidence in vivid information, and those of color cosmetics do more confidence in neutral message. Therefore, there is a difference in the credibility factor of online WOM depending on the type of cosmetics consumption so that differentiated information provision strategies for cosmetics groups should be established based on it.