본 연구는 체험형 화장품 매장에 대한 관심도가 높아짐에 따라 체험경제이론을 적용한 체험형 화장품 브랜드 소비자의 애착과 구전의도에 미치는 영향을 분석하고자 하였다. 이를 위해 설문지 234부를 수집하여 SPSS 27.0으로 빈도분석, 요인분석, 신뢰도 분석, 상관관계분석, 회귀분석을 실시하였다. 첫째, 교육적, 일탈적 체험이 브랜드 애착에 유의한 영향을 미쳤으며, 교육적 체험이 가장 큰 영향을 미치는 것으로 나타났다. 둘째, 오락적, 교육적, 심미적 체험이 구전의도에 유의한 영향을 미쳤으며, 심미적 체험이 가장 큰 영향을 미치는 것으로 나타났다. 셋째, 브랜드 애착은 구전의도에 유의한 영향을 미치는 것으로 나타났 다. 그러므로 브랜드 애착과 구전의도를 증진시키기 위해서는 흥미를 유발할 수 있는 재미 요소와 다양한 미용 정보나 지식을 제공해야 한다. 또한, 매력적인 분위기의 공간으로 가꾸고 신선하고 새로운 경험을 선 사해야 할 필요가 있다.

Digitalization and the emergence of online video platforms changed the way people communicate and made new marketing opportunities. As mobile short-form video has unique characteristics, more people tend to consume and produce diverse content in the digital environment. The purpose of this study aims to better understand the influence of short-form videos from a fashion marketing standpoint and delineate the driving factors through story types. Specifically, by adopting common traits of short-form video content and story types based on Greimas’ narrative theory, this study explores customers’ intention toward fashion purchases and electronic word of mouth. In this context, this paper contributes to activating short-form video content as a tool to promote fashion brands and products but also opening up the possibility to further study short-form videos.

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

China has been the biggest factory in the world, most of products are marked “made in China”. With the rapid grows of consumption in China, it is also the biggest market. However, Chinese consumers with deep-rooted Confucian value system may different from Western countries (Ramasamy & Yeung, 2009). Do they still have strong consumer ethnocentrism? Or they can accept all the things they made but with the foreign brands? The power of WOM to influence customer attitude toward one brand is well known to all the marketing researchers. But the fast development of internet and social media network changed consumers’ behavior, word-of-mouth has acquired electronic WOM (e-WOM) as a new name (Goyette et al, 2010). Customer use E-WOM to evaluate product and make purchase decision. Ethnocentric consumers are against foreign brands as they believe that purchasing these brands will hurt domestic economy and brands, cause loss of jobs and increase the power of capitalist companies and dependency of poorer economies to them (Kaynak & Eksi, 2013). But customers are will to searching the better products. Such as Chinese mainland consumers hire purchase agent to shopping aboard. The purchase agent post information in the social media network as eWOM. This research wants to explore the young Chinese still have high ethnocentric tendency or not influenced by eWOM. If E-WOM can be a marketing method to reduce the ethnocentrism when foreign brands entry a new country. And also the domestic brands can use E-WOM to enhance ethnocentrism to against foreign brands. In this research, study 1 tests positive E-WOM or negative E-WOM to test if it can enhance Chinese consumers’ ethnocentrism or reduce their ethnocentrism for their own country products. This research also tests if consumer ethnocentrism can influence on brand equity and purchase intention. Based on the literature review, researchers establish concept model was shown in Table 1. This study uses SPSS and AMOS to analysis the sample. Based on the results this research gives suggestions to both academic and practice.

Introduction The purpose of this study is to investigate the relationship between site features toward ecommerce and consumer attitude. For completion of this study, 598 online shopping experience for consumers participated in Guangzhou, Zhengzhou, Shenyang and conducted questionnaires. All data were analyzed by using the experimental method and By means of SPSS Ver 20.0 and AMOS 20.0 program to identify the relationship between site features toward ecommerce, User satisfaction, Use attitude towards the site and reuse intention in China. The results were followings: among site features toward ecommerce, Easy of use, Interaction, Information and executive ability influenced user satisfaction in China. User satisfaction have significant influence on use attitude toward the site. User satisfaction have significant influence on reuse intention. Use attitude toward the site have significant influence on reuse intention. And relation between site attributes toward online store and user satisfaction a portion moderated by e-WOM. Theoretical Frameworks With the use of the Internet and the popularization, the countries all over the world with the rapid expansion of scale, e-commerce application field of the economy in China has gradually been fully applied, more related to our life brought new development business services, the network shopping as a necessary to modern one of consumer behavior, and gradually developed into a new fashion. Under this background, the consumer online shopping, shopping website feature dimension has become an important factor that influence the online consumer behavior by academic circles in recent years. Literature, website characteristic dimension is discussed（Khaled Hsanein, 2007；Ying-Feng Kuo, 2012；Marie-Odile Richard, 2015；Jill Mosteller, 2014）, user satisfaction, use the site attitude and intention to use consumer experience for shopping website features dimension problem, enrich the theory of shopping website feature dimension system. But concluded, abroad, especially in the United States consumer market based on shopping website feature dimension effect on user satisfaction research conclusion of the path itself is not the same. For example: Featherman ＆ Pavlou(2003)；Pavlou(2003); O`Cass＆Fenech(2003)according to a study of cognitive useful online shopping intention have significant direct impact to the user the study of cognitive usability has a significant effect on shopping intention, but (Jinsoo Park ea al, 2004; Rong-An Shang, 2005)cognitive usefulness influence on shopping intention was not significant. Again, as a result of the above research mostly in foreign consumer market is given priority to, to foreign consumers research conclusion. But due to the difference of consumption culture between China and America, values differences, perceived shopping website characteristics, motivation, habit is also different, foreign research conclusions are not always suitable for the situation of the Chinese consumer market. for example, Jarvenpaa, etc.(1999) the study found that cognitive users to the website shopping risk to them from the online store shopping will have no effect. Teo&Yeong(2003) under Internet environment are studied by structural equation model of consumer purchase decision process, found that perceived risk and consumer negatively correlated to the general attitude towards online transactions. But (Zhao Chongzhi,2002) based on the domestic consumer market research found that shopping site safety cognition to the website for user functionality have a significant impact on interests and security interests. And (Cha Jin Xiang, Wang Lisheng,2006) of the study also found that consumer perception of shopping website service quality (including network security) and customer expectations of website for shopping website satisfaction have positive significant impact. The different research conclusions in different consumption market, Rachel Smith; George Deitz et al(2013) study because the result of different consumption culture. So according to the Chinese consumer market environment impact on consumer behavior under shopping website feature dimension is necessary for further research. Which shopping website feature dimension is main motivations affecting user satisfaction? Shopping site feature dimension can affect users through user satisfaction and willingness to use? Finally, some problems in the network shopping market in China, such as part of the electricity business enterprises lack of integrity led to false information, shopping website users with network information leakage weaken consumer trust and the shortage of electricity business logistics service ability, these problems have become the bottleneck of restricting network retail market sustained and rapid development. For consumers, before to make online shopping decisions, consumers need to compare goods search, information independently, price negotiation, customer feedback, and meantime consumers to comment on network level of recognition greatly affects the consumers' purchase intention (Wang Yuanhuai et al,2013). Especially for experiential service product, due to the consumers to buy before it is difficult to make an accurate evaluation the quality of the content(Litvin,2008), therefore, more comments need to refer to a large number of e-WOM in order to reduce the decision risk. So in this paper, the network comment information as regulating variable, confirm the shopping website feature dimension and the role of user satisfaction, etc., in this paper, the above problem is trying to answer. H1: Shopping site feature dimension positively related with satisfaction. H1-1: Shopping site feature dimension the ease of use and the use of satisfaction were positively correlated. H1-2: Shopping site of the interactive feature dimension was positively correlated with satisfaction. H1-3: Shopping site feature dimension informational was positively correlated with satisfaction. H1-4: Shopping site feature dimension performance was positively correlated with satisfaction.H1-5: Use the usefulness of feature dimension and shopping website satisfaction positively correlated. H2: user satisfaction positively related with the attitude of using the web. H3: user satisfaction and user intention to use present positive correlation. H4: use the website attitude positively related with user intention to use. H5 E-WOM in the website feature dimension and user satisfaction has significant intermediary role H5-1 E-WOM on the web site features in the dimension of usability and user satisfaction has significant intermediary role H5-2 The interactive E-WOM in the website feature dimension has significant intermediary role and user satisfaction H5-3 E-WOM in the website feature dimension of informational and user satisfaction has significant intermediary role H5-4 E-WOM in the website features dimensions and user satisfaction has significant intermediary role H5-5 E-WOM on the web site features dimension performance and user satisfaction has significant intermediary role Methods This research selected research object for the consumers of had online shopping experience, because these consumers to shopping website contact is more, the use of the functions of related websites have certain experience. Out 650 questionnaires, 598 valid questionnaires. Before the formal experiment, this study first preliminary experiments. Preliminary experiments in guangzhou, zhengzhou, shenyang, etc on the use of shopping website (Tmall, jingdong, Su Ningyi purchase, etc.) of the consumer as the research object, the actual 87 effective questionnaires were taken back. Preliminary experimental results show that the experimental measurement of each variable has a good reliability and validity, suitable for an official survey. Are test was started in February 17, 2015 ended on May 27, 2015, is still in the region were investigated. Market environment in our country according to the 2014 China's online shopping industry annual monitoring report Jane edition of C2C, the B2C shopping website ranking selection of shopping website: taobao, Tmall, jingdong, purchase, tencent Su Ningyi electricity online (QQ), etc., in view of the above in shopping website to buy related products, related use experience of man-made objects were investigated. Results in the overall sample run AMOS 20.0 software, to calculate the estimates of the model fitting index and the path coefficient. Analysis results show that the fitting of indicators of structural equation model is: x squared = 553.937, (df = 187, p = 0.000), GFI = 0.927, AGFI = 0.901, CFI = 0.920, IFI = 0.921, RMR = 0.067, RMSEA = 0.057. Results show that the indicators have reached the high level, the model with data fitting degree is high. As shown in (table 1) model of each path coefficient of relationship between variables in the statistical analysis of results. From which it is easy to find shopping website features ease of use, interactive, informative and usefulness has significantly effect on user satisfaction, but the ability to execute on user satisfaction without significant effect. And user satisfaction of users use shopping site attitude and intention to use also show significant effect, the final users use attitude for the user to use intentions also has a significant effect. In addition, the network comment information in the website is part feature dimension and user satisfaction. As shown in (table 2) moderated regression analysis of relationship between variables in the statistical analysis of results. First, network review information in the website feature dimension and user satisfaction has significant intermediary role. Second, the interactive network review information in the website feature dimension has not significant intermediary role and user satisfaction. Third, network review information in the website feature dimension of informational and user satisfaction has significant intermediary role. Fourth, network comment on the usefulness of information in the website features dimensions and user satisfaction has significant intermediary role. Fifth, network review information on the web site features dimension performance and user satisfaction has significant intermediary role. (see Table 1, Table 2). Discussion In this paper, the research conclusion of electricity enterprise management practice also has important reference value and enlightenment, mainly reflected in the following four aspects. First, the electricity business enterprise through the web site provides service should be reasonable combination of design and site features, meet the demand of consumers mutiple level, enhance user satisfaction. Second, the electric business enterprise should pay attention to improve consumers' perceived value and satisfaction, enhance the user use the site attitude and intention to use. Online store users satisfied with the attitude to users to use the site, the user to use intentions have made a significant positive correlation. Third, to provide online shopping electric business enterprise should touch the consumers actively, positive attitude, get the user to use choice intention and behavior. Fourth, the electricity business enterprise in the marketing practice of the business, to formulate the corresponding management system supporting effective incentives to encourage consumers to actively participate in product e-Wom, efforts to improve the quality and quantity of comments, fully excavate and make use of the effective information in the network comments, and according to these information, timely adjust enterprise product strategy, marketing strategy, service strategy, to adapt to the change of consumer demand, is expected to improve the satisfaction of consumer, to further cultivate customer loyalty, thus to obtain competitive advantage in the fierce market competition.