온라인 유대관계와 동질성이 온라인 구전의 수용에 미치는 영향에 관한 연구

• 영문명: The Effects of Online Social Tie and Homophily on The Acceptance of Word-of-Mouth Information
• 발행기관: 한국외국어대학교 지식출판콘텐츠원 글로벌경영연구소
• 저자명: 채명수 고성훈
• 간행물 정보: 『글로벌경영연구』제24권 제3호, 11~37쪽, 전체 27쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.12.30

영문 초록

Previous research on the topic mostly considered consensus, vividness, and interactive communication cause-and-effect factors of online word-of-mouth acceptance and shed light on how these elements affect credibility. In this paper, we empirically investigate whether social ties that were established online would, as an independent variable, significantly influence positive credibility through expertise, a mediator. According to preceding studies, online homophily is very likely to influence acceptance of word-of-mouth credibility. The purpose of our study is to employ online social ties and homophily, both cause-and-effect factors, as independent variables and prove how they affect other variables; previous research did not consider the mediated effect of expertise and instead focused on network cause-and-effect factors as moderating variables. Therefore, this article reveals how the online word-of-mouth cause-and-effect factors outlined above affect the acceptance of undocumented news through expertise and credibility, both mediators compared to existing research. The article contains three findings: first, our study reveals that online social ties, an independent variable, is likely to influence expertise. Second, expertise has a significant impact on credibility. Third, online homophily is fundamentally influential to credibility. Following previous findings, we empirically show that credibility is likely to positively influence acceptance of unproven news, examine both theoretical and practical implications, and discuss limitations for future research.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설설정

Ⅲ. 연구모형

Ⅳ. 실증분석

Ⅴ. 연구결과

Ⅵ. 결론 및 논의

참고문헌