소셜미디어의 이용동기가 화장품제품의 광고 태도, 만족도, 공유의도, 구매의도에 미치는 영향 연구: 한국의 인스타그램과 중국의 샤오홍슈의 비교를 중심으로

초록

The effect of using motivation of social media on attitude for advertisement, satisfaction degree, intention for sharing and intention for purchasing of cosmetics products in Korea and China are compared in this research, and the verification is conducted. Therefore, the survey is carried out for 433 users from Korea and China. Results are summarized as follows, firstly, the effect of using motivation on attitude for advertisement and satisfaction degree are positive in both Korea and China. Furthermore, attitude for advertisement has a positive impact on sharing degree of information, and satisfaction degree has positive impact on sharing degree. Secondly, the using motivations can be divided into four types in China, which are entertainment, recreation at leisure time, dependent on interpersonal relationship and paying attention to message. While the using motivations are three types in Korea, which are entertainment depending on others, recreation depending on others and paying attention to message. Thirdly, there are differences on the effect of using motivations on attitude for advertisement, satisfaction degree, intention for sharing and intention for purchasing between Korea and China. The results show that there are differences on the effect of using motivations on attitude for advertisement, satisfaction degree, intention for sharing and intention for purchasing between Korea and China. In other words, the results with differences are shown because of the differences of culture and cosmetic market between Korea and China. In addition, enterprises in Korea should consider behavior model of Chinese consumers when making marketing strategies for cosmetic market.

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