The Influence of Information Propagation Through the Tiktok Platform Affects the Trust of Customers of Korean Cosmetic Brands
Keywords:
Characteristics of Information Propagation, The Person Who Propagates Information, Consumer Trust, Korean Cosmetic BrandAbstract
This study aims to (1) examine consumer opinions on the characteristics of information dissemination via TikTok, the attributes of disseminators, and customer trust in Korean cosmetic brands, and (2) explore the relationship between these factors and how they influence consumer trust. The research is quantitative in nature, utilizing a questionnaire to collect data from 400 consumers who have purchased Korean cosmetics through TikTok. A non-probability convenience sampling method was employed. Data analysis was conducted using descriptive statistics and multiple regression analysis. The findings indicate that consumers have a high level of agreement regarding both the dissemination characteristics and the attributes of information disseminators on TikTok, which significantly impact their trust in Korean cosmetic brands. Key influential factors include entertainment, social interaction, responsiveness, credibility, expertise, and attractiveness. The study suggests that brands should create engaging content, interact naturally and meaningfully with consumers, provide transparent information, and collaborate with knowledgeable and appealing influencers. Overly frequent or redundant responses may lead to skepticism and reduce customer trust.
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