정보이론의 엔트로피 관점에서의 바라본 온라인 소비자 리뷰의 소비자 의사결정에 있어 불확실성 감소 효과

다국어 초록 (Multilingual Abstract)

The present study examines the impact of eWOM on consumer decision making process by viewing eWOM as the product information supplier. We employ the concept of information entropy which was proposed in the information theory to explain different consumer responses to various types of product information in eWOM. Information entropy is the degree of uncertainty associated with the information in the message. In eWOM, a variety of information with different levels of entropy is available, and these different entropy levels result in different impacts on consumer behavior. The preliminary hypotheses are formulated to examine the impact of eWOM on consumer behavior, at the product attribute level and the purchase action level separately. An experiment was conducted to online shopping mall users and the analysis gives valuable insights into our future research.

참고문헌 (Reference)

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