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dc.contributor.author김보영-
dc.date.accessioned2018-05-31T05:24:41Z-
dc.date.available2018-05-31T05:24:41Z-
dc.date.issued2016-06-
dc.identifier.citation인터넷전자상거래연구, v. 16, NO 3, Page. 123-143en_US
dc.identifier.issn1598-1983-
dc.identifier.urihttp://www.dbpia.co.kr/Journal/ArticleDetail/NODE06701483-
dc.identifier.urihttps://repository.hanyang.ac.kr/handle/20.500.11754/71789-
dc.description.abstractConsumer"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.en_US
dc.description.sponsorship이 논문은 2013년 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구입니다. (NRF-2013 S1A3A2052995)en_US
dc.language.isoko_KRen_US
dc.publisher한국인터넷전자상거래학회en_US
dc.subjectConsumer Behavioren_US
dc.subjectOnline Word-of-Mouth with Differential Frameen_US
dc.subjectContent of Online Word-of-Mouthen_US
dc.subjectConsumer Product Knowledgeen_US
dc.title제품 속성별 온라인 구전의 방향성이 중국 소비자의 구매의도에 미치는 영향en_US
dc.title.alternativeThe Impact of Four Categorical Online Word-of-Mouth Message’s Contents on Chinese Consumers’ Purchase Intentionen_US
dc.typeArticleen_US
dc.relation.no3-
dc.relation.volume16-
dc.relation.page123-143-
dc.relation.journal인터넷전자상거래연구-
dc.contributor.googleauthor김보영-
dc.contributor.googleauthor호이결-
dc.contributor.googleauthor송니은-
dc.contributor.googleauthorKim, Bo-Young-
dc.contributor.googleauthorHu, Yi-Jie-
dc.contributor.googleauthorSong, Ni-Eun-
dc.relation.code2016018464-
dc.sector.campusS-
dc.sector.daehakSCHOOL OF BUSINESS[S]-
dc.sector.departmentDIVISION OF BUSINESS ADMINISTRATION-
dc.identifier.pidkimrby-
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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