Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers’ on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands’ ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

Abstract
 I.  Introduction
 Ⅱ. Background
  1. Effect and credibility of on-line reviews
  2. Brand preference and purchase intention
  3. Brand advertising credibility and purchase intention
 Ⅲ. Methods
  1. Research model
  2. Measures
  3. Sample, data collection and analysis
 Ⅳ. Results
  1. Reliability and validity of measures
  2. Hypotheses verification and discussion
 Ⅴ. Conclusions
 References

• Ji Hye Park(Research Institute of Science for Human Life, Kyung Hee University, Korea, 경희대학교 생활과학연구소) | 박지혜
• Mi Sook Kim(Dept. of Clothing and Textiles, Kyung Hee University, Korea, 경희대학교 생활과학대학 의상학과) | 김미숙
• Choon Sup Hwang(Dept. of Clothing and Textiles, Kyung Hee University, Korea, 경희대학교 생활과학대학 의상학과) | 황춘섭 Corresponding author