공공-개인 소비상황이 구전 전보 의존성에 미치는 영향

• 영문명: The Moderating Role of Uncertainty Avoidance in the Effect of Public-Private Consumption on the Word-of-Mouth
• 발행기관: 한국무역연구원
• 저자명: 서윤기(Runqi Xu) 최우진(Woo Jin Choi)
• 간행물 정보: 『무역연구』제16권 제5호, 687~694쪽, 전체 8쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2020.10.30

영문 초록

Purpose - The Purpose of this study was to examine the effect of consumption situation and uncertainty avoidance on reliance of word-of-mouth information dissemination. Our research classifies the consumption situation into two private vs. public consumption.We predict that the interplay of consumers’ UA and consumption situation will have a significant effect on their reliance on WOM information dissemination. Design/Methodology/Approach - To test these predictions, we conducted two studies through the Amazon Mechanical Turk. Study 1 was conducted on 60 respondents and t-test was conducted. As with study 1, study 2 collected 78 responses participated in the survey and the logistic regression analysis were used to analyze the data. Findings - The analysis results showed that, the interplay of consumers’ UA and consumption situation will have a significant effect on their reliance on WOM information. More specifically, in the socially visible consumption situation (i.e., public consumption), consumers with higher UA will be more likely to rely on the WOM information compared to those with lower UA. However, in the private consumption situation, the effect of consumers’ UA will not have a significant effect on their reliance on WOM information. Research Implications - Our findings are managerially meaningful by suggesting that companies would be better to deal with consumer WOM depending on their products’ consumption situations and consumer UA.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설의 설립

Ⅲ. 연구방법론

Ⅳ. 결론

References

키워드

WOM Social Visibility Uncertainty Avoidance