중국 모바일 마케팅의 정보품질 특성이 한국화장품 구전효과 및 구매의도에 미치는 영향에 관한 연구

초록

Recently, Chinese cosmetics market has been increasing, and K-beauty has been in the spotlight in China due to the influence of Korean wave. Information on cosmetics products introduced around WeChat`s "Wang Hong" which is equipped with a mobile shopping convenience system, has a decisive influence on the purchase. In this study, it will examine the impact of the information quality of China's mobile marketing on the oral effect of Korean cosmetics and the willingness to purchase them. In this study, theoretical considerations were used to understand information quality, oral effects, and intention of purchase of mobile marketing and to verify assumptions. Using the SPSS 22.0 program, the analysis conducted an online survey focusing on women in their 20s-40s in China on how the five factors, the usefulness, accuracy, formality, timeliness and accessibility of mobile marketing information quality affect oral effects and purchase intent. Research has shown that usefulness, form and timeliness of mobile marketing information quality affect oral effect, and usefulness and formality affect purchase intent.

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