Earticle

초록

영어

This study notes the growing importance of information usefulness and curiosity affecting word of mouth activity under new product preannouncing context. Plenty of previous researches considered information usefulness as giving an effect to word of mouth activity of a new product. However, little research has been conducted to understand how information usefulness and curiosity affects word of mouth under preannounced context. The current work presents and identify how to communicate in an online community on preannounced new products, and test information usefulness that influences social influence, and test curiosity that directly influences word of mouth activity. Proposed model was tested and the result supports our hypothesis that information usefulness affects internalization and conformity and curiosity directly affects word of mouth activity.

목차

abstract
 1. 서론
 2. 이론적 배경
  2.1 프리어나운싱에 관한 연구
  2.2 정보의 유용성과 호기심에 관한 연구
  2.3 온라인 커뮤니티 내 사회적 영향에 관한 연구
  2.4 사회적 영향의 규범적 영향과 정보적 영향
 3. 연구 모형 및 연구가설
  3.1 이론적 연구모형
  3.2 연구가설
 4. 연구방법 및 실증분석
  4.1 조사대상 및 자료수집
  4.2 표본특성
  4.3 구성개념의 조작적 정의 및 측정
 5. 연구결과
  5.1 측정항목의 평가
  5.2 본 연구의 가설검증
 6. 결론 및 연구의 한계
  6.1 결론 및 시사점
  6.2 연구의 한계 및 향후 연구 방향
 참고문헌

저자

• 송용태 [ Yong-tae, Song | 선문대학교 경영학부 조교수 ]

참고문헌