무슬림 소비자의 라이프스타일에 따른 정보원천 유형과 온라인 구전 수용 차이에 관한 연구

• 영문명: An Effect of Muslim Consumers’ Lifestyle on Information Source Type and eWOM Adoption
• 발행기관: 명지대학교 중동문제연구소
• 저자명: 박지연(Park, Ji-Yeon) 김분태(Kim, Bun-Tae)
• 간행물 정보: 『중동문제연구』중동문제연구 제13권2호, 101~128쪽, 전체 28쪽
• 주제분류: 사회과학 > 지역학
• 파일형태: PDF
• 발행일자: 2014.06.30

영문 초록

Despite the growing importance of Muslim consumers who can easily access the virtual world with a wide range of IT devices, there have been too few scientific studies on the Muslim consumer lifestyle and Muslim consumers’ eWOM communication. Therefore, the purpose of this study is (1) to investigate the lifestyle of Muslim consumers through the convenience sampling of 291 samples in Korea and Indonesia, (2) to explore Muslim consumers’ information source choice behavior by classifying market and consumer generated information sources, and (3) to examine the differences in eWOM adoption. The major findings of this study are as follows. First, Muslim consumers were classified into 4 clusters. Second, each segment was significantly different from the type of information source. Third, there was no significant difference of eWOM adoption by the typology of lifestyle. The results of this study will provide significant insights for Muslim consumer information providers such as marketers and the governors into effective communication strategies aimed at Muslim consumers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 시사점

키워드

무슬림 소비자 라이프스타일 정보원천 온라인 구전 수용 Muslim Consumer Lifestyle Information Source eWOM Adoption.