Earticle

초록

영어

The research examines the influence of CSII, using experience of eWOM and perceived eWOM credibility on eWOM effect, and the relationships among these factors in the specific atmosphere in China. These relationships were tested by AMOS with the data from a questionnaire survey in Beijing and Qingdao. As an important result, it is the first time showing that CSII is a root cause to influence eWOM effect and consumers’behavior. Also there were significant relationships among using experience of eWOM, perceived eWOM credibility and eWOM effect. The findings provide several managerial recommendations for online communication strategy in China.

목차

Abstract
 Introduction
 Theoretical background and hypotheses
  eWOM
  eWOM Effect
  CSII (Consumer Susceptibility to InterpersonalInfluence) and eWOM effect
  Using experience of online reviews and eWOM effect
  Perceived eWOM credibility and eWOM effect
  CSII and Using experience of eWOM
  CSII and Perceived eWOM credibility
  Using experience of online reviews and PerceivedeWOM credibility
 Method
  Samples and procedures
  Measurement
 Results
  Validity and reliability of Measurement
  Hypothesis testing
 Discussion and implication
 Limitation
 References

저자

• Yao Wang [ Digital Management Department, Graduate School Korea University ]
• Ying Yao [ Digital Management Department, Graduate School Korea University ]
• Cheol Park [ Professor of Digital Marketing, School of Business Administration Korea University ]

참고문헌