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.

기능성 게임은 개인과 사회에 긍정적인 변화를 유도할 수 있는 가능성이 높다. 그러나 아직까지 국내에서는 이 이슈에 대한 연구가 미흡한 것이 현실이다. 그래서 본 논문에서는 비장애인들에게 시각장애를 체험하게 함으로써 비장애인과 시각장애인이 서로 소통하고, 이해하며, 화합할 수 있도록 인식변화를 유도하기 위해 마르크 르블랑의 8가지 재미요소와 이안 보고스트의 설득게임을 참고하여 기능성 게임을 개발하였다. 본 논문에서는 개발한 게임을 플레이하기 전과 후에 게임 사용자들에게 설문조사를 하였고, 설문 결과의 분석에 기초하여 설득 게임이 게임 사용자의 인식변화를 유도할 수 있다는 사실을 부분적으로 검증하였다.