Earticle

초록

영어

Many prior studies have been conducted that positive reviews increase the intention to purchase. However, there are very few papers that have studied the impact of review search on purchase satisfaction. It is meaningful to study the impact of review search on purchase satisfaction as it can lead the business successfully by inducing repurchase. There is also no study of how review search have different effects on purchase satisfaction among countries. Given the growing number of cross-border e-commerce, we believe that the need for research is high because identifying these differences between countries can have a very important impact on a company's successful overseas expansion. Therefore, in this study, the impact of positive and negative review search on purchase satisfaction and the national impact were set up as a research model. In order to verify this research model, the survey was distributed to those who experienced online purchase in Korea and China, and a total of 234 copies were collected, including 125 copies in Korea, 109 copies in China, and the research model was verified using Smart-PLS structural equation analysis tools. First, positive review search has been shown to positively affect purchase satisfaction. Second, it has been shown that negative review search also has a positive effect on purchase satisfaction. Third, the impact of positive and negative review search on purchase satisfaction was different between Korea and China. While Korea is more aggressive in review search than China due to its high tendency to avoid uncertainty, China is less likely to avoid uncertainty than Korea and is more likely to rely on brand familiarity. Therefore, according to the uncertainty avoidance moderation effect the impact of positive and negative review search on purchase satisfaction was higher in Korea than in China. In this study, Shopping mall managers need to take strategic measures to maximize shopping mall performance by recognizing positive aspects of negative review search on purchase satisfaction. Companies and managers in Korea and China can establish strategies to promote product sales when companies enter the global market.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 긍정후기 탐색
2.2 부정후기 탐색
2.3 구매 만족도
3. 연구모형 및 가설
3.1 연구 모형
3.2 연구 가설
4. 모형 검증 및 분석 결과
4.1 데이터 특성
4.2 검증 결과
4.3 연구결과 논의
5. 결론 : 연구의 요약 및 시사점
5.1 연구의 요약
5.2 시사점
5.3 연구의 한계
References

키워드

저자

• 진봉비 [ PengFei Qin | Ph.D. Candidate of MIS Department in Chungbuk National University ] First Author
• 권순동 [ Sundong Kwon | Author, Professor of MIS Department in Chungbuk National University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005