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해외직구 소셜미디어 채널에서 웹메이븐의 지식공유 동기와 정보확산에 관한 연구
공재형(Jaehyung Kong),성행남(Haengnam Sung) 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.6
The foreign direct purchases are growing rapidly for few years, through e-commerce such as overseas online stores. The Consumer’s active information and knoweldge sharing can be seen as the cause of foreign direct purchases. And The Increase of the social media channels is provided the opportunities to share purchase experience. The various information of item purchase experience has been accumulated recently, at its heart there is a web-maven. The web-Maven shares the item information and has a lot of influence on the consumer"s decision process for purchase. So consumer as web-maven play an important role. We felt the need for a study on the knowledge-sharing-motivation and information-diffusion act of foreign direct purchases. The purpose of this study is to the empirical study of knowledge-sharing-motivation and information-diffusion act. This study utilized a regression analysis for the hypothesis testing. A total of 147 responses were used for analysis and the research results are as follow. The research results show that relational motivation, economic motivation, altruistic motivation, information discovery motivation affect the information diffusion act. And online-efficacy also show that the different affect on the operation of the knowledge-sharing motivation.
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