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The main purpose of this paper is to analyze the influence of quantity and quality of review on WOM acceptance and WOM intention. On-line consumers' reviews are important in making purchase decisions and for product sales. The persuasive impact of rev...
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https://www.riss.kr/link?id=A82428080
- 저자
- 발행기관
- 학술지명
- 권호사항
-
발행연도
2010
-
작성언어
Korean
- 주제어
-
등재정보
KCI등재
-
자료형태
학술저널
-
수록면
81-103(23쪽)
- 제공처
- 소장기관
-
0
상세조회 -
0
다운로드
인용문이 복사되었습니다.
부가정보
다국어 초록 (Multilingual Abstract)
The main purpose of this paper is to analyze the influence of quantity and quality of review on WOM acceptance and WOM intention. On-line consumers' reviews are important in making purchase decisions and for product sales. The persuasive impact of reviews depends on the quality and quantity of reviews. This study is focusing on the moderating effects of level of knowledge and involvement these relationships. Also, this study is to analyze the difference of WOM acceptance and WOM intention by extraversion and collectivism of consumers' personality. The major findings of this study are summarize as follows. First, the quantity and quality of reviews have a positive effect on WOM acceptance. Second, WOM acceptance has a positive effect on WOM intention. Third, the level of involvement has moderating effect between the quantity(quality) of review and WOM acceptance. Finally, high extraversion and collectivism groups showed a significant difference in WOM intention rather than WOM acceptance.
The main purpose of this paper is to analyze the influence of quantity and quality of review on WOM acceptance and WOM intention. On-line consumers' reviews are important in making purchase decisions and for product sales. The persuasive impact of reviews depends on the quality and quantity of reviews. This study is focusing on the moderating effects of level of knowledge and involvement these relationships. Also, this study is to analyze the difference of WOM acceptance and WOM intention by extraversion and collectivism of consumers' personality. The major findings of this study are summarize as follows. First, the quantity and quality of reviews have a positive effect on WOM acceptance. Second, WOM acceptance has a positive effect on WOM intention. Third, the level of involvement has moderating effect between the quantity(quality) of review and WOM acceptance. Finally, high extraversion and collectivism groups showed a significant difference in WOM intention rather than WOM acceptance.
목차 (Table of Contents)
- Abstract
- Ⅰ. 서론
- Ⅱ. 선행연구 및 연구가설
- Ⅲ. 연구방법
- Ⅳ. 분석결과
- Abstract
- Ⅰ. 서론
- Ⅱ. 선행연구 및 연구가설
- Ⅲ. 연구방법
- Ⅳ. 분석결과
- Ⅴ. 결론
- 참고문헌
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