온라인 리뷰의 경제적 효과, 유용성과 유용성 투표수에 영향을 주는 결정요인

• 영문명: The Determinant Factors Affecting Economic Impact, Helpfulness, and Helpfulness Votes of Online
• 발행기관: 한국IT서비스학회
• 저자명: 이상재(Sangjae Lee) 최준연(Joon Yeon Choeh) 최진호(Jinho Choi)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제1호, 43~55쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.03.31

영문 초록

More and more people are gravitating to reading products reviews prior to making purchasing decisions. As a number of reviews that vary in usefulness are posted every day, much attention is being paid to measuring their helpfulness. The goal of this paper is to investigate firstly various determinants of the helpfulness of reviews. and intends to examine the moderating effect of product type, i.e., search or experience goods on the product sales, helpfulness and helpfulness votes of online reviews. The determinants include product data, review characteristics, and textual characteristics of reviews. The results indicate that the direct effect exists for the determinants of product sales, helpfulness, and helpfulness votes. Further, the moderating effects of product type exist for these determinants on three dependent variables. The results of study will identify helpful online review and design review sites effectively.

목차

Abstract

1. 서론

2. 연구배경

3. 판매량, 유용성, 유용성 투표수의 결정요인들

4. 분석데이터

5. 결과

6. 시사점과 결론

참고문헌

저자소개

키워드

Sales Helpfulness Helpfulness Votes Determinant Factors Search Goods Experience Goods