Earticle

초록

영어

Along with the growth of Internet and SNS based social commerce, online consumer reviews have become an important source of information that assists consumers to make purchase decision. However, theoretical development and empirical testing in this area of research are still limited, which greatly hinder us from understanding the influence of eWOM Drawing upon the heuristic–systematic model from the literature of dual-process theories, we develop a research model to identify factors that are important to consumers' eWOM credibility, and examine that consumer’s eWOM credibility as a key determinant of purchase decision-making and eWOM intention. The model is empirically tested with 493 users of WeChat. We find that argument quality of eWOM (systematic factor) has a significant effect on eWOM credibility. In addition, we find that source credibility and perceived quantity of eWOM (heuristic factors) have direct impacts on eWOM credibility. and purchase intnetion and eWOM intention are positively influenced by eWOM credibility. Finally, The two heuristic factors further demonstrate positive influences on argument quality. This result is consistent with the proposition of bias effect in the heuristic–systematic model, which elucidates the interrelationship between heuristic and systematic factors. Based on the findings, we discuss implications for both researchers and practitioners.

목차

Abstract
 서론
 문헌연구
  중국 WeChat기반 소셜커머스
  구전정보(eWOM)
  휴리스틱-체계적모델
  구전정보신뢰성
 연구모형 및 연구가설
  논거의질과 구전정보신뢰성의 관계
  제공자신뢰성과 구전정보신뢰성의 관계
  구전정보 일관성(eWOM Consistency)과 구전정보신뢰성의 관계
  구정정보신뢰성과 구매 및 구전의도의 관계
 참고문헌

저자

• Min Qu [ 전남대학교 ]
• 김재전 [ 전남대학교 ]

참고문헌