Earticle

초록

영어

The current trend shows that consumers are increasingly looking for relevant information on online social media platforms and looking at eWOM (electric Word of Mouth) of relevant brands or services before choosing goods or services. This study defines "explosive text" as descriptive text that can attract consumer interest. For example, discount beyond the normal range. We refer to descriptive text that captures consumer interest as ‘explosive text '. "Explosive image" usually refers to an image that is exaggerated and attractive, which can attract consumers 'attention, arouse interest and leave a deep impression in a short period of time. Through eWOM related research that affects consumer purchasing behavior, we are considering whether using explosive text/images can more effectively attract consumers' attention. Explosive text/image affects consumers' emotional and cognitive responses. Meanwhile, consumer emotional and cognitive responses have a positive impact on their recommendation intention, consumer satisfaction, user-generated content and digital engagement.

목차

Abstract
Introduction
Literature Review
Explosive texts/images
Emotional and cognitive responses
Recommendation intention
Methods
Data analysis and results
Structural model and hypothesis verification
Conclusion
References

저자

• 진우교 [ 순천향대학교 경영학과 ]
• 유여완 [ 순천향대학교 경영학과 ]
• 최재원 [ 순천향대학교 경영학과 ]

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