Earticle

초록

영어

This study draws important factors in electronic Word-of-Mouth (eWOM) and examines how these influence the building of customer loyalty. eWOM is viewed as social communication between customers and sellers, and thus the communicative action theory is applied. With the theory, we identify reviewer and seller as influential players on customers, and derive important factors such as correctness and veracity of reviews from the reviewers’ action, and information compactness and adequacy from the seller’s action. We propose these constructs as antecedents of customer loyalty and further hypothesize their curvilinear impacts as follows: the marginal impacts of veracity and correctness will decrease as veracity and correctness increase, and the marginal impacts of compactness and adequacy will increase as compactness and adequacy increase. The result indicates that only the seller’s action has a curvilinear impact, whereas the reviewer has proportional positive impact on customer loyalty. This study indentifies important factors in eWOM from a critical social theory perspective and validates them using the positivistic approach. For practitioners, it discusses the important factors in eWOM with the identification of the individuals who are responsible for these factors.

목차

Abstract
 Ⅰ. Introduction
 Ⅱ. Theoretical Background
  2.1 Communicative Action Theory
  2.2 eWOM and Communicative Action Theory
 Ⅲ. Research Model and Hypotheses
  3.1 Reviewer’s Communicative and Dramaturgical Action
  3.2 Seller’s Instrumental Action
 Ⅳ. Research Methodology and Analysis
  4.1 Instrument Development
  4.2 Data Collection
  4.3 Factor Analysis
  4.4 Hypotheses Testing
 V. Discussion
  5.1 Academic Contributions
  5.2 Practical Implications
  5.3 Limitations and Future Research
 References
 Appendix

저자

• Jung Lee [ Bang College of Business, KIMEP University ]
• Jae-Nam Lee [ Korea University Business School ] Corresponding author
• Bernard C.Y. Tan [ Department of Information Systems, National University of Singapore ]

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