온라인 구전의 정보방향과 평가내용이 구전효과에 미치는 영향

• 영문명: The Influences of Internet WOM(word Of Mouth) Information Valence and Contents to WOM Effects: Focus on Cell phon purchasing for Student via Online WOM
• 발행기관: 한국통상정보학회
• 저자명: 김창호(Chang-Ho, Kim)
• 간행물 정보: 『통상정보연구』제8권 제4호, 25~44쪽, 전체 20쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2006.12.30

영문 초록

The present paper aims to examine the Influences of on line word of mouth(WOM) information valence and information contents to the information searcher. Specially, to examine the interaction effect it’s two variables. For that purpose, we categorize WOM information valence into two subcategories; positive and negative, and WOM content into two subcategories; objective evaluation and subjective evaluation. We conducted experimentation design 2*2 and subjects are asked to their attitude and purchase intention after they are exposed each of four different types of WOM information. The result can be summarized as follow; First, the negative WOM has stronger effect on consumer’s attitude and purchase intention than positive. Second, factual WOM has stronger effect on consumer’s attitude and purchase intention than subject. Finally, when consumer face negative WOM, subjective WOM has more effect on consumer’s attitude and purchase intention than factual. On the contrary, when consumer face positive WOM, factual WOM has more effect on consumer’s attitude and purchase intention than subject. In conclusion, the korean Foreign Trade Act and other relative acts should be revised, and both educational services and health services should be contained within the definition of “the international trade” for the governmental benefits of supporting the services exportation.

목차

Ⅰ. 머리말

Ⅱ. 온라인 구전정보 특성과 구전효과

Ⅲ. 연구가설 및 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

On Line WOM information Valence Information Content WOM Effects attitude purchase intention