The Effects of eWOM Objectivity on Perceived Credibility

• 발행기관: 한국상품학회
• 저자명: Lee ThaeMin Park Cheol
• 간행물 정보: 『상품학연구』제27권 제3호, 49~60쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.09.30

영문 초록

We examined how eWOM (electronic word-of-mouth) objectivity (factual vs. evaluative) affects perceived credibility. We focused on the moderating role of national culture (Korea vs. the U.S.) and product type (search vs. experience goods). The results of an experiment show that perceived credibility is higher for evaluative eWOM than for the factual eWOM, that Koreans perceive eWOM as being more credible than americans, and that the perceived credibility is higher for search goods than for experience goods in the U.S. In contrast, in Korea, the perceived credibility is higher for experience goods than for search goods. In addition, the results support the moderating effects of national culture and product types regarding the eWOM objectivity-perceived credibility relationship. Specifically, the impact difference of factual and evaluative eWOM on perceived credibility is higher for the Korean sample than for the U.S. sample. The impact difference of factual and evaluative eWOM on perceived credibility is higher for experience goods than for search goods. Based on these results, implications for international online marketing communication are discussed.

키워드

Internet marketing Korea U.S.A. eWOM Culture Perceived credibility Search goods Experience goods Factual information Evaluative information