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소셜미디어 환경에서 온라인구전(eWOM)에 영향을 미치는 요인 연구
노승의 ( Seung Ui Noh ),이지은 ( Ji Eun Lee ),손정은 ( Jung Eun Son ),김희웅 ( Hee Woong Kim ) 한국지식경영학회 2013 지식경영연구 Vol.14 No.1
Consumers have collected information and sought advices from other consumer through Internet. They could collect information in virtual space (online) not real world that is Electronic Word of Mouth (eWOM). This study focused on research the factors on effect in Electronic Word-of-Mouth (eWOM) in the open market which is mediate between individuals and online stores. This is an exploratory study for research on finding factors of effect in eWOM. First of all, 5factors are selected from interview with 31 consumers. Then online surveys are conducted and 5 factors are significantly supported. This study is academically new approach on an exploratory study and it could suggest marketers to strategically manage eWOM.