Earticle

초록

영어

Recently, e-WOM has become more and more influential on consumers' choice of products due to the increase of online shopping. Electronic word of mouth has features such as tangibility, anonymity, and space-time, so that people can share their opinion about the product with others and affect a wide range of other consumers. The purpose of this study is to investigate the difference of consumers' purchase intention according to message sidedness of e-WOM, the expertise and tie strength of the sender, and to examine the interaction between recipient's regulatory focus and product involvement level of consumers, and to provide theoretical and practical implications. Nine hypotheses based on the previous literatures have been deduced in this study. To verify these hypotheses, an experiment are conducted through 2(two-sided message/one-sided message) x 2(strong/weak tie strength) x 2(high/low product involvement) x 2(high/low expertise of sender). The questionnaire is a scenario-based approach. Respondents contained 480 samples of consumers at all levels including close friends and relatives in China. The operation verification was conducted to examine whether the grouping of the message sidedness of e-WOM, expertise of sender, tie strength, regulatory focus and product involvement was suitable for the study. And the hypotheses were verified through ANOVA analysis. The results revealed that two－sided messages, high expertise of sender and strong tie strength had more positive effects on purchase intention. And the interaction effects of regulatory focus and product involvement were partly significant. This study has theoretical implications in that it extends the scope of e-WOM research by categorizing the characteristics of message sidedness, expertise of sender, tie strength, which are not covered in the previous research. In addition, while existing studies only focus on one-sided messages such as positive or negative information of WOM, this study suggests efficient uses of two-sided messages on a firm's product or service. Thus this study will be useful for practitioners who want to build successful strategies on online promotion.

목차

Abstract
 1.引言
 2. 文献回顾和假设提出
  2.1 网络口碑信息的侧面性对购买意愿的影响
  2.2 发送者的专业性对购买意愿的影响
  2.3 关系强度对购买意愿的影响
  2.4 调节定向在网络口碑侧面性与消费者购买意愿的关系中的调节作用
  2.5 调节定向在发送者的专业性与消费者购买意愿的关系中的调节作用
  2.6 调节定向在关系强度与消费者购买意愿的关系中的调节作用
  2.7 产品涉入度在网络口碑信息的侧面性与消费者购买意愿的关系中的调节作用
  2.8 产品涉入度在发送者的专业性与消费者购买意愿的关系中的调节作用
  2.9 产品涉入度在关系强度与消费者购买意愿的关系中的调节作用
 3. 研究方法
  3.1 实验设计
  3.2 数据收集
  3.3 变量的定义与测量
 4. 数据分析
  4.1 操作检验
  4.2 信度效度检验
  4.3 假设检验
 5. 结论
  5.1 结论和启示
  5.2 研究的局限及展望
 参考文献

키워드

저자

• 李欢欢 [ 이환환 | 經營學科, 釜山国立大学 ]
• 申钟国 [ 신종국 | 經營學科, 釜山国立大学 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951