There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings

The Chinese ecosystem (especially in traditional markets) has been completely subverted by on-line stores such as Taobao and JingDong after 2010. This research is to understand how to improve traditional markets since 92.5% practitioners in the retail industry conduct business in traditional markets. By the mean time Korean traditional markets attract more customers. In this research the multi-group analysis is used to analyze the difference between Chines customers and Korean customers upon customer equity in traditional markets. The research objectives are: First, to understand the relationships among service quality, customer equity drivers and customer satisfaction in Chinese and Korean traditional markets; Second, find out how to improve the three drivers of customer equity through these variables mentioned above in traditional markets. In this study the relationships among service quality, the drivers of customer equity, customer satisfaction and customer lifetime value were studied based on the analysis of the data which were collected in Chinese and Korean traditional markets.