A Factors Effecting Online Social Decisions in Online Consumer Behavior

• 발행기관: 한국유통과학회
• 저자명: Sang-Seol HAN
• 간행물 정보: 『유통과학연구(JDS)』제18권 제3호, 67~76쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.03.30

영문 초록

Purpose: Consumers are affected by the purchase of a large number of opinions or support during the online purchasing process. This can be defined as the term of ‗social decisions‘ on line. This paper seeks to explore the factors of influence on social decisions in on-line environment and to study in depth. Methodology: The purpose of this paper is to empirically examine the impact of factors on online social decisions. To verify the hypothesis of study, This study collected 256 from Seoul City, Gyeonggi Province and Chungcheong Province through Survey. Results: According to the research results, First, eWOM information usefulness have a positive impact on online social decisions, Second, online network connectedness have a positive impact on online social decisions. Third, innovative product have a positive impact on online social decisions. and the lower the category of knowledge, the more inclined it is to make online social decisions. Finally, social decisions have a positive impact on purchasing decisions about product. It is most significant that academic research has advanced consumer behavior in response to recent changes in the consumption environment. It is meaningful that we have studied in depth the changing consumer decision process in online channel environment.

목차

1. Introduction

2. Literature Review & Development of Hypothesis

3. Research Model and Methodology

4. Analysis and Hypothesis Verification

5. Conclusion

References

키워드

Category Knowledge eWOM Information Usefulness Innovative Product Online Consumer Behavior Online Social Decisions Network Connectedness