Earticle

초록

영어

This studies the influence mechanism of extreme evaluation in the context of hedonic product (such as virtual goods) purchases. It explores how consumers' hedonic motives regulate their intention to adopt extreme scoring evaluations, and analyzes the specific influence of the content characteristics of the evaluation (functional information, timeliness, grammatical correctness, emotional expression, evaluation length) and the way product information is displayed (pictures or videos of product usage scenarios，comparisons with competing products) on this intention. The results of a questionnaire survey of 553 consumers with experience of purchasing virtual goods and structural equation model analysis showed that hedonic motivation significantly and positively affected consumers' adoption of extreme reviews. Among these, rich functional information, high review timeliness, accurate grammar, strong emotional expression, and information such as pictures or videos and comparisons with competing products all further strengthened this positive effect, but excessively long reviews had a negative effect.

목차

Abstract
Introduction
Mthod
Research Methodology
Structural model and hypothesis verification
Conclusion
Summary
Discussion
References

저자

• 호명휘 [ 순천향대학교 경영학과 ]
• 최재원 [ 순천향대학교 경영학과 ]

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