온라인 리뷰의 질적 평가에 관한 비교연구: MZ세대를 중심으로

• 영문명: A Comparative Study on the Qualitative Evaluation of Online Reviews: Focusing on Generation MZ
• 발행기관: 한국무역연구원
• 저자명: 강인원(In-Won Kang) 김도현(Do-Hyun Kim)
• 간행물 정보: 『무역연구』제20권 제6호, 255~273쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

Purpose - This study aims to enhance the qualitative evaluation of online reviews by categorizing and comparing various characteristics. It specifically focuses on two key aspects: review message attributes (review volume and review valence) and review site characteristics (review site source credibility). The goal is to understand how these factors influence consumer purchasing decision-making processes in the context of online shopping. Design/Methodology/Approach - The research employs qualitative methods to analyze online reviews, exploring the relationships between review volume, review valence, and the credibility of the review source. By examining consumer responses, the study assesses how these characteristics affect consumer agreement and advocacy regarding products and review platforms. Findings - The analysis reveals that a high volume of reviews with clear valence, whether positive or negative, correlates with increased levels of consumer agreement and advocacy for the review site. Additionally, reviews from highly credible sources that exhibit clear valence generate even greater levels of consumer agreement and advocacy. These findings highlight the significance of both the quantity and quality of reviews in shaping consumer perceptions. Research Implications - The insights gained from this study are expected to provide effective strategies for businesses that utilize online reviews as a marketing tool. By emphasizing the importance of managing review volume, valence, and source credibility, businesses can enhance consumer trust and positively influence purchasing decisions. This research contributes valuable knowledge to the fields of digital marketing and consumer behavior.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 연구가설

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Advocacy on Online Review Site Agreement on Online Review Online Review Volume Online Review Valence Review Site Source Credibility

참고문헌

• Information Systems Frontiers
• International Journal of Electronic Marketing and Retailing
• Journal of Marketing
• International Journal of Electronic Commerce
• Journal of Consumer Psychology
• Marketing Science
• Advances in Consumer Research
• Communications of the ACM
• Corporate reputation review
• Journal of Research in Interactive Marketing
• Journal of Interactive Advertising
• International Journal of Research in Marketing
• Decision Support Systems
• International Journal of Electronic Commerce
• Information and Management
• Journal of Retailing and Consumer Services
• Journal of Management Information Systems
• Electronic Commerce Research
• Journal of consumer psychology
• Journal of Retailing
• Journal of International Trade & Commerce
• International Journal of Research in Marketing
• Journal of Communication
• Tourism Management
• Information and Management
• MIS Quarterly
• Journal of advertising Research
• Journal of Business Research
• Journal of Marketing Research
• Journal of Consumer Psychology
• Journal of Advertising Research
• Journal of Retailing and Consumer Services
• Journal of Business Research
• Tourism Management
• International Journal of Hospitality Management
• Journal of Marketing Research
• Journal of Computer-Mediated Communication
• Journal of International Consumer Marketing
• Electronic Commerce Research and Applications
• Nankai Business Review International
• Computers in Human Behavior
• Journal of International Trade & Commerce
• Aslib Journal of Information Management