구전으로서 온라인 사용 후기의 효과에 관한 연구 = A Study on the effects of online postscript as Word-of-Mouth

다국어 초록 (Multilingual Abstract)

Disseminating information through Word-of-Mouth communications is one of the most effective mediums spreading the product evaluations and attracting consumers` purchasing intention. Many studies represent the positive effectiveness of word-of-mouth But a study of online postscript as word-of mouth is very few study. Therefore this study examine the effectiveness of online postscript as word-of-mouth. The results of this study are as follows. The first, the result of this study shows that many consumers search and trust the online postscript about product or service, and that the main purpose of this search is to obtain information about product or servies before purchasing. The second, we found that there were differences between believable channel and using channel for searching and registering the postscript. Consumers use the information service of intemet portal site and believe the internet brand community more than any other channel. The third, the result of this study shows that two-sided message which contains positive and negative messages in postscript is more effective than positive message and negative message.

참고문헌 (Reference)

1 이학식 김종성, "정보 제공자와 정보 수용자의 특성이 부정적 구전의 수용성에 미치는 영향 소비자학 연구" 33-44, 1994

2 로즌, E, "입소문으로 팔아라" 해냄 2001

3 이두희, "인터넷 마케팅과 광고" 8 (8): 195-214, 1997

4 도경남, "소비자 특성과 정보 특성에 따른 구전 커뮤니케이션의 영향력에 관한 연구" 193-211, 1998

5 차배근, "설득 커뮤니케이션 이론" 서울대학교 출판부 1989

6 한정호, "기업 이미지 광고의 분석과 문제점 제시: 고전적 학습 이론에 의한 고찰" (6) : 169-97, 1995

7 머니투데이, "국내 인터넷 10년. 유비쿼터스 시대로" 2004.6.20

8 이종성, "구전 효과의 중요성과 활용" (273) : 55-8, 1998

9 양윤, "구전 커뮤니케이션이 소비자의 태도 변화에 미치는 영향" (11) : 7-34, 2000

10 황의록 김창호, "구전 커뮤니케이션에 관한 문헌 연구" (26) : 55-84, 1995

11 최낙환, "구전 정보 탐색 동기와 자기 효능감이 구전 정보에 대한 의존성에 미치는 영향" (12) : 55-78, 2001

12 유성진, "가상 점포의 고객 만족 결정 요인에 관한 연구" 1999

13 성영신, "Word-of-mouth: On-line상의 소비 구전 정보 연구, 한국광고학회 2001 추계 국제 광고학 세미나 및 연차 학술 대회" 3-12, 2001

14 Money, R. B, "Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients" 1-9, 2002

15 Wee, C. H, "Word-of-mouth communication in Singapore: With focus on effects of message-sidedness, source and user-type" 1 (1): 5-36, 1995

16 Engel, "Word-of-mouth communication by the innovator Journal of Marketing" 15-9, 1969

17 Kennedy,P.W, "Word-of-mouth communication and price as a signal of quality" 70 (70): 373-80, 1994

18 Bansal, H. S, "Word-of-Mouth processes within a services purchase decision context" 3 (3): 166-77, 2000

19 Bone, P. F, "Word-of mouth effects on short-term and long-term product judgments" 32 : 213-23, 1995

20 Gelb, B, "Word-of Mouth Communication: Causes and Consequences" 15 (15): 54-8, 1995

21 Harrison-Walker,L.J, "The measurement of word-of-mouth communication and investigation of service quality and customer commitment as potential antecedents" 4 (4): 60-75, 2001

22 File, "The influence of participation of positive word-of-mouth and referrals Journal of Services Marketing" & Prince 5-14, 1992

23 Richins,M.L, "Negative word-of-mouth by dissatisfied consumers:A pilot study" 47 (47): 68-78, 1983

24 Halstead, D, "Negative word of mouth: Substitute for or supplement to consumer complaints?" 15 : 1-12, 2002

25 Haywood,K.M, "Managing word of mouth communications" 3 (3): 55-67, 1989

26 Lau,G.T, "Individual and situational factors influencing negative word-of-mouth behaviour" 18 (18): 163-78, 2001

27 Stauss, B, "Global word-of-mouth: Service bashing on the internet is a thorny issue" (fall) : 28-30, 1997

28 Grembler, D. D, "Generating positive word-of-mouth communication through customer-employee relationships" 12 (12): 44-9, 2001

29 Herr, "Effects of word-of-mouth and product attribute information on persuasion Journal of Consumer Research" 454-62, 1991

30 Assael, H, "Consumer Behavior" International Thomson Publishing 1998