온라인 구전정보 품질에 따른 이용자들의 소비행동 방향성에 관한 연구

• 영문명: Consumer Behavior Direction Relative to Online WOM Information Quality
• 발행기관: 한국무역연구원
• 저자명: 손제영(Je-Young Son) 강인원(In-Won Kang)
• 간행물 정보: 『무역연구』제14권 제2호, 517~535쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2018.04.23

영문 초록

This study proposes a research model to examine how WOM information is formed online and in detail, and to demonstrate users’ direction of consumption behavior. For this purpose, this study presented the factors that allow user evaluation of online WOM information according to the characteristics of the online environment. In addition, this study examined consumption behavior direction by assessing user attitude toward acceptance and evaluation of web site. Moreover, this study was able to derive specific implications for each user group by comparing and analyzing the evaluation of WOM information according to the level of involvement of users. Results confirmed that web site overflow has a strong influence on the trustworthiness and skepticism of with respect to the online WOM information. Also, it was verified that skepticism of with respect to online WOM information has a stronger effect on user consumption behavior direction than trustworthiness.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설설정

Ⅲ. 연구방법론

Ⅳ. 실증분석

Ⅴ. 결론

키워드

Direction of Users’ Consumption Behavior Information Quality Online WOM Web Site Quality