온라인 환경에서의 정보특성이 구전효과에 미치는 영향에 관한 연구 : 소비자 제품지식의 조절효과를 중심으로

목차 (Table of Contents)

• 1. 연구의 배경
• 2. 이론적 배경
• 1) 온라인 구전에 관한 기존 연구
• 2) 온라인 정보특성에 관한 연구
• 3) 소비자 지식과 구전효과에 관한 연구
• 3. 연구가설의 설정
• 1) 온라인 구전에서 정보에 대한 동의성(consensus)의 영향
• 2) 온라인 구전에서 정보의 생성함(vividness)
• 3) 온라인 구전과 커뮤니티 상호작용의 영향
• 4) 사용자 통제성과 구전효과
• 5) 소비자 지식과 구전효과
• 4. 연구 방법
• 1) 실증조사 설계 및 대상
• 2) 변수의 측정
• 5. 연구 결과
• 1) 변수의 신뢰성 및 타당성 분석
• 2) 실증분석 결과
• 6. 결론 및 연구의 한계
• 1) 연구결과의 요약 및 논의
• 2) 연구의 한계 및 행후 과제
• 참고문헌
• Abstract

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