소비자의 특성이 온라인 상품평 활용의도에 미치는 영향

• 영문명: Effect of Consumer Characteristics on Intention to Use Product Reviews to Make Online Purchasing Decisions
• 발행기관: 한국IT서비스학회
• 저자명: 박윤주(Yoon Joo Park)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제16권 제2호, 21~32쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.06.30

영문 초록

This study analyzes the variable consumer characteristics that influence the intention to use online product reviews. In online e-commerce, where purchases take place without consumers seeing the products in person, the product reviews left by other consumers who have already purchased the product are believed to be valuable information. However, when different consumers read the same product review, their responses to it may vary. This study analyzes the characteristics of consumers who utilize product reviews for their purchases. Consumer characteristics are categorized into personal information, personality, purchasing tendency , and experience related to product reviews. These factors are examined to see if they have direct or indirect effects on a consumer’s intention to use product reviews when making online purchases. We surveyed a total of 240 consumers who had experience using e-commerce and knew about online product reviews. Once the data was collected, path analysis was conducted using the statistics tool AMOS. The study results reveal that consumers who are female, extroverted, and have higher price sensitivity think that product reviews left by others are useful, and that this “perceived usefulness” has a positive effect on the intention to use product reviews for making online purchasing decisions. In addition, consumers who are agreeable to others, have high brand sensitivity, and who have left numerous reviews themselves demonstrated the tendency to trust reviews left by others more. Thus, we conclude that this “perceived reliability” makes it more likely that a consumer will use product reviews when making online purchasing decisions. Future research can be done to develop this study further by analyzing whether providing online product reviews corresponding to the personal characteristics of consumers enhances the effect of product reviews on online purchasing decisions.

목차

1. 서 론

2. 관련 연구

3. 연구모형

4. 분석환경

5. 분석 결과

6. 결론 및 향후 연구방향

References

키워드

Online Reviews Purchasing Decisions Path Analysis Mediation Effect Customer Characteristics