댓글의 방향성과 웹사이트의 신뢰성이 서비스 브랜드 태도와 구매의도에 미치는 영향

• 영문명: A Study Regarding the Effects of Direction of Comments about Online Reviews and Credibility of Web Sites on Brand Attitudes Toward Services：Comparison between Korean and Chinese Cases
• 발행기관: 한국IT서비스학회
• 저자명: 조춘한(ChunHan Cho) 안승호(SeungHo Ahn) 손영돈(YoungDon Son)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제11권 제2호, 69~91쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

The purpose of the study is to investigate the effects of direction of comments about online reviews and the credibility of web sites on brand attitudes toward restaurants. Also, the study compared two study results using Korean and Chinese on-line users to assess the feasibility of the application of on-line marketing developed in Korea to Chinese internet user contexts. The results show that the credibility of web sites and the direction of comments influence the brand attitude as hypothesized. Overall, the results from two country consumer groups are similar. However, there are unique results including the significant interaction effects between the direction of comments and the credibility of web sites only for Chinese on-line users on the brand evaluation tasks and for Korean on-line users on the purchase intention. The cultural value might cause these different results across the nations.

목차

Abstract

1. 서론

2. 이론적 배경과 가설 설정

3. 연구방법

4. 결과

5. 결론 및 논의

참고문헌

〈부록〉 실험 자극물

저자소개

키워드

Direction of On-Line Comments Credibility of Web Site Brand Attitude Cultural Value Service Evaluation