Earticle

초록

영어

This study examines how an initially perceived product value affects consumer’s purchase intention after reading online reviews with various tones. The study proposes that associations among initially perceived overall product value, degree of confirmation resulting from reading the reviews, and final purchase intention differ across review tones such that 1) when the tone is favorable, the effect of an initially perceived product value is stronger than when the tone is critical, and 2) when the tone is extreme, the effect of confirmation is stronger than when the tone is moderate. The survey was conducted with 276 online shopping mall users in Korea, and most of the hypotheses were supported. This study asserts that the effects of online reviews should be considered together with customer’s level of expectation formed prior to reading online reviews, which resulted from extensive search and screening processes that the customer went through before reading online reviews.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Literature Review
  2.1. Studies on Online Consumer Reviews
  2.2. Expectation-Confirmation Theory (ECT)
 Ⅲ. Hypothesis Development
  3.1. Effect of Perceived Initial Product Value on Review Confirmation
  3.2. Effect of Review Confirmation on Purchase Intention
  3.3. Effect of Initial Value on Purchase Intention
 Ⅳ. Methodology
  4.1. Item Development and Review Tone Control
  4.2. Survey Procedure
 Ⅴ. Results
  5.1. Data Collection
  5.2. Demographic Analysis
  5.3. Measurement Model
  5.4. Testing H1, H2, and H3 through Structural Model Path Analysis
  5.5. Group Comparison: H4 and H5 Tests
  5.6. A Post-hoc Analysis on Groups with Different Expectation Levels
 Ⅵ. Discussion
  6.1. Summary of Finding
  6.2. Academic Contribution
  6.3. Practical Implication
  6.4. Limitation and Future Study
 
  Items
  Various Multicollinearity Tests

저자

• Jung Lee [ Associate Professor, Division of Global Business & Technology, Hankuk University of Foreign Studies, Korea ]
• Hong Joo Lee [ Associate Professor, Department of Business Administration, Catholic University, Korea ] Corresponding author

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