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송석우,선종학 한국경영교육학회 2018 경영교육연구 Vol.33 No.4
[Purpose] Negative electronic word-of-mouth (eWOM) has a much more powerful influence on customer evaluations than any other sources of information. It is crucial that companies should properly understand the structure of how and why customers process negative eWOM. Therefore, this paper explores the influence of major constructs, such as eWOM credibility, personal experience, and product involvement, on personal attitude toward a company in the negative eWOM context. This study also investigates the moderating effect of gender difference on the relationship. [Methodology] Based on ELM (Elaboration Likelihood Model) and Cognitive -Experiential Self-Theory, a research model was proposed. To test the hypotheses, this study used a survey method by selecting actual messages related to an issue from an Internet Service Provider. [Findings] Our findings show that the effects of perceived credibility and product involvement on consumers’ attitudes toward a company regarding the negative eWOM were significantly different across genders. [Implications] Recognizing the research needs in this area, the study showed that a negative review has more influence on consumers’ purchase intention than a positive review and that this tendency is greater in women than in men.
송석우(Seokwoo Song),선종학(Jonghak Sun) 한국경영과학회 2011 經營 科學 Vol.28 No.3
The Internet has generated a number of online review sites where dissatisfied consumers can easily articulate their opinions and comments on products or services. Little attention, however, has been directed to investigating the relationship between negative electronic word-of-mouth (eWOM) and its critical determinants that affect consumers’ purchasing behaviors. This study attempts to explore the influence of the key determinants of consumers’ negative eWOM behaviors, including their social relationships online. The results show that tie strength is positively associated with the proposed determinants, such as information credibility, external search efforts, and product involvement. Further, we find that perceived risk plays a mediating role in the relationship between consumers’ intention to spread eWOM and its key determinants.