A Study of the Factors Influencing WOM Effects in Online Environments

다국어 초록 (Multilingual Abstract)

Online communication created new paradigm of information flow via consumer-to-consumer communication.
Few research has been done for Word of Mouth(WOM) effects in online environments even though its expanding importance in practical and academic marketing environments.
This study broadly reviewed the factors influencing WOM effects in online environments and proposed a research model for WOM effects.
First, we identified information characteristics of WOM in online context. Consensus, Vividness, Community interaction, Accessibility and Flexibility are proposed as information characteristics of online WOM. Second, we proposed dual path model of online WOM that information characteristics influence the WOM effects via the mediating variables of credibility and referability. Finally, the implications of this work to both researchers and practitioners were discussed.

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