The Effect of Customer Reviews on Purchase Intention in Online Open Market

• 발행기관: 한국자료분석학회
• 저자명: Ji-Hee Jung Ki-Han Chung Jae-Ik Shin
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.12 No.6, 3021~3038쪽, 전체 18쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2010.12.30

영문 초록

The purpose of this study is to investigate the effect of customer review on purchase intention in open market of online shopping. Customer reviews of open market are composed of contents’ characteristics, direction of positive and negative, type of expertise, credibility, and similarity. The results show that there are significant differences on purchase intention by contents’ characteristics and direction of customer reviews. It is identified that significant differences on type of expertise, credibility, and similarity by contents’ characteristics and direction of customer reviews. Also, expertise, credibility, and similarity of objective and positive customer reviews affect significantly purchase intention. If the contents of customer reviews are objective and positive, expertise, credibility, and similarity of it affect significantly purchase intention.

목차

1. Introduction

2. Theoretical Background

3. Research Model and Design

4. Data Analysis

5. Conclusion

References

키워드

Open Market Customer Reviews Characteristics Direction Type Purchase Intention