인터넷 쇼핑몰 유형에 따른 사이트의 명성과 커뮤니티 의식이 패션상품의 구전효과에 미치는 영향 = Influence of Website Reputation and Sense of Community on Fashion Product WOM Effect According to Type of Internet Shopping Mall

다국어 초록 (Multilingual Abstract)

Website reputation is a key criteria for searches related to fashion product information and purchases. The greater the reputation of a website, then the greater the sense of community among its members; in addition, a stronger positive attitude towards the products influence subsequent purchases or WOM intention. This study reveals the influence website reputation and a sense of community for the WOM effect in regards to fashion products according to the type of the online shopping mall. The findings of this study are as follows. First, an increased website reputation produces a higher sense of community and perceived usefulness for WOM. The effect of the WOM was greater as the perceived usefulness of WOM increased. Second, the perceived usefulness of WOM had the greatest effect on the WOM effect. The reputation of a website had only an indirect effect on the WOM effect through the sense of community and the perceived usefulness of WOM. Third, the comprehensive mall had a greater reputation, but the WOM effect was greater with the fashion specialty mall. About the influence on the WOM effect, in the comprehensive mall the sense of community was more powerful than reputation of the website. In the fashion specialty mall the reputation of the website was more powerful than the sense of community.