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제품 속성별 온라인 구전의 방향성이 중국 소비자의 구매의도에 미치는 영향

Title
제품 속성별 온라인 구전의 방향성이 중국 소비자의 구매의도에 미치는 영향
Other Titles
The Impact of Four Categorical Online Word-of-Mouth Message’s Contents on Chinese Consumers’ Purchase Intention
Author
김보영
Keywords
Consumer Behavior; Online Word-of-Mouth with Differential Frame; Content of Online Word-of-Mouth; Consumer Product Knowledge
Issue Date
2016-06
Publisher
한국인터넷전자상거래학회
Citation
인터넷전자상거래연구, v. 16, NO 3, Page. 123-143
Abstract
Consumer"s lifestyle is rapidly changing as the Internet penetrates consumer market place with various application platforms. Consumers are quickly adopting online shopping mode and consequently influenced by online word-of-mouth. Chinese consumers are increasingly using online shopping platform and actively involved in online consumption activities, including online word-of-mouth. However, the relationship between online word-of-mouth and consumers" online shopping behavior needs to be explored. This study attempts to elicit; 1) how positive & negative online word-of-mouth messages affect consumers" purchase intention when they are framed in four categories(i.e. price, quality, emotion, brand); 2) moderating role of product categories(i.e. search/experience/credence goods); and 3) moderating role of consumer product knowledge. Findings suggest that positive and negative online word-of-mouth messages influence consumer"s choice behavior differentially when the messages focus on different issues. Also, product categories and consumer product knowledge were found to have moderating role on the relationship between the online word-of-mouth message and consumers" online choice behavior.
URI
http://www.dbpia.co.kr/Journal/ArticleDetail/NODE06701483http://repository.hanyang.ac.kr/handle/20.500.11754/71789
ISSN
1598-1983
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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