온라인 구매상황에서 구전 정보의 정보적 특성이 구전 수용에 미치는 영향: 신뢰성과 유용성의 매개적 역할 = The Effect of WOM`s Information Characteristics on WOM Adoption in the Online Shopping Chontext: Focused on the Mediating Roles of Trust and Usefulness

다국어 초록 (Multilingual Abstract)

Today, the development of internet brings many changes in information exploration and acceptance. Not only the customers can meet much information about product or service by quick and easy search, but also they make information by themselves or can pass made or making information. In other words, customers are progressive information explorer and publisher on online. In this sense, one of most. interesting topic recently is online word-or-mouth communication. Existing studies about word-of-mouth arc interested in resource of information, but online word-of-mouth is likely to be changed by informational viewpoint more than social one because of anonymity. In this sense, this study is finding in sense of informational viewpoint which is studied in social viewpoint, and word-of-mouth information features act in accept of word-of-mouth by credibility. The results of this study are next things. First, the higher agreement of word-of-mouth, the more credibility of information is. Second, the higher vividness of word-of-mouth, the more credibility of information is. Third, the higher credibility of word-of-mouth information, accept of word-of-mouth information is. The last, informational feature of word-of-mouth affect in accept of world-of-mouth mediated by credibility.