A Study on Persuasion Effects of Online Cosmetic Advertising -Focused on Types of Social Proof Message and Product-

온라인 화장품 광고의 소비자 설득효과에 관한 연구 -사회증거 메시지 유형과 제품유형을 중심으로-

  • Park, Hyun-Hee (School of Business Administration, Kyungpook National University) ;
  • Li, Qin (School of Fashion, Dalian Polytechnic University) ;
  • Jeon, Jung-Ok (Division of Business Administration, Pukyong National University)
  • 박현희 (경북대학교 경영학부) ;
  • 이금 (대련산업대학교 패션학부) ;
  • 전중옥 (부경대학교 경영학부)
  • Received : 2010.08.09
  • Accepted : 2010.09.01
  • Published : 2010.12.31


This study was intended to identify the persuasion effects according to social proof message type and product type in the context of online cosmetic advertising. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(social proof message type: attitudinal social proof message, behavioral social proof message)${\times}$2(product type: hedonic product, utilitarian product) factorial design. A total of 160 questionnaires allocating forty students to each group were distributed. The results were as follows. First, behavioral social proof message showed more effective than attitudinal social proof message in advertisement attention, click-through intention and purchase intention. Second, utilitarian product showed more effective than hedonic product in advertisement attention, click-through intention and purchase intention. Third, there was interaction effect according to social proof message type and product type on the aspect of click-through intention.


Persuasion Effect;Social Proof Message Type;Product Type;Online Shopping Mall;Cosmetics


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