Effects of (non-)Similar Property Extension of Products on Online Word of Mouth According to Self-construal Level

• 발행기관: 한국상품학회
• 간행물 정보: 『상품학연구』제40권 제2호, 81~87쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.04.30

영문 초록

This study sought to find out howconsumers haveWord-ofMouth (WOM) effects on in-group and out-group according to the nature of the extended product. We also looked at howtheWOMeffect of the in-group and in-group changed according to self-construal.We used t-test formanipulation checking, and hypothesis examination was verified using ANOVA. After the experiment, the participants were informed that the product had failed to expand; they sought the word of mouth of the in-group and out-group once again. As a result, consumers found the results of theword-of-mouth transmission of the in-group and out-groupswhen they did not know whether the extension of the product failed or not, and the results of the in-group and out-groups failed to expand the product. For self-construal,we used a questionnaire to separate high and lowbased on themean value. Theoretical andmanagerial implications are discussed.

목차

I. Introduction

II. Literature Review and Hypothesis

III. Method

IV. Result

V. Conclusions

References

키워드

product extension in-group WOM out-group WOM self-construal level