본문 바로가기
KERD
논문KCI 등재

A Study of the Factors Influencing WOM Effects in Online Environments

3

조회

0

다운로드

95

인용

0

참고문헌

키워드

주제분류경영학

초록

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.

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.

참고문헌 (42)

  1. Anderson, "Structural Equation Modeling in Prac- tice", pp.411~423 (1988)
  2. Armstrong, A, "The Real vale of online communities", pp.134~141 (1996)
  3. Bearden, "Sample Size Effects on Chi-Square and Other Statistics Used in Evaluating Causal Models Journal of Marketing Research", pp.425~430 (1982)
  4. Bickart, Barbara, "Internet Forms as Influential Sources of Consumer Information", 15(3), pp.31~40 (2001)
  5. Bollen, "Structural Equations with Latent variables" (1989)
  6. Bone, Paula F, "WOM effects on short- term and long-term product judgements", 32(3), pp.213~223 (1995)
  7. Brucks, "The Effects of Product Class Knowledge on Information Search Behavior Journal of Consumer Research", pp.1~15 (1985)
  8. Edward G, "Sage University Paper Series on Quantitative Applications in the Social Sciences" (1979), Sage Publications
  9. Chatterjee, Patrali, "Online Review: Do Consumers Use Them?", 28, pp.129~133 (2001)
  10. Chiou, Jyh-Shen, "Should a company have message boards on its web sites?", 17(3), pp.50~61 (2003)
  11. Churchill, "A Paradigm for Developing Better Measures of Mar- keting Constructs Journal of Marketing Research", pp.64~73 (1979)
  12. Cohen, "Applied multiple regression", correlation analysis for the behavioral science, 1983, ~[DOI]
  13. Coyle, James R, "The Effects of Progressive Levels of Interactivity and Vividness in Web Mar- keting Sites", 30(3), pp.65~77 (2001)
  14. Dholakia, Ruby Roy, "Interactivity and Revisits to Websites: A Theoretical Framework" (2000)
  15. Elliott, Kiersten Marie, "Understanding consumer-to-consumer influence on the web" (2002), Duke University
  16. Gruen, Thomas W, "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty", 59, pp.449~456 (2006)
  17. Hanna, N, "Consumer Behavior: An applied approach" (2001), NJ: Prentice-Hall, Inc.
  18. Harrison-Walker, L.J, "E-complaining: A content analysis of an Internet Com- plaint Forum", 15(5), pp.397~412 (2001)
  19. Hennig-Thurau, Thorsten, "Electronic WOM via consumer-opinion platforms: what motives consumers to articulate themselves on the internet?", 18(1), pp.38~52 (2004)
  20. Herr, "Effects of WOM and Product- Attribute Information on Persuation Jo- urnal of Consumer Research", pp.454~462 (1991)
  21. Hu, L, "Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternative", 6(1), pp.1~55 (1999)
  22. Kang, Myung Soo, "A study of the effects of online community characteristics to the commitment and performance" (2002), Seoul National Uni- versity
  23. Kim, Chang Ho, "The relationship of information charac- teristics and effects of WOM", 35, pp.55~77 (1997)
  24. Latane, "The psychology of social impact", pp.343~356 (1981)
  25. Lederer, Albert L, "The Search for Strategic Advantage from the World Wide Web", 5(4), pp.117~133 (2001)
  26. Lee, Tae Min, "The effect of interac- tivityto the purchase intention in mobile environment" (2003), Seoul National University
  27. Martin, Robin, "Levels of consensus and majority and minority influence", 32, pp.645~665 (2002)
  28. McKenna, Katelyn Y.A, "Causes and consequences of social interaction on the Internet: A conceptual framework", 1(3), pp.249~269 (1999)
  29. Muniz, Albert M, "Brand Community", 27, pp.412~432 (2001)
  30. Newman Jr, "An inve- stigation of consumer reactions to negative word-of-mouth on the internet" (2003), University of Illinois
  31. Nisbett, "Strategies and Short- comings of Social Judgement" (1980), Prentice-Hall
  32. Okleshen, C, "Usenet groups, virtual communities, and consumer behavior", 25, pp.276~282 (1998)
  33. Peterson Robert A, "Consumer Information Search Behavior and the Internet", 20(2), pp.99~121 (2003)
  34. Petty, "Source Factors and the Elaboration Likelihood Model of Persuasion in Ad- vances in Consumer Research Association for Con- sumer Research", pp.668~672 (1984)
  35. and Kernan, "Analysis of referral networks in marketing Journal of Marketing Research", pp.370~378 (1986)
  36. Richins, "Negative WOM by dissatisfied consumers Journal of Marketing", pp.68~78 (1983)
  37. Rodgers, Shelly, "The interactive advertising model: How people perceive and process interactive ads", 1(1) (2000)
  38. Schindler, Robert M, "Published WOM: referable, consumer-generated information on the internet" (2002)
  39. Schlinger, "A Profile of Responses to Commercials Journal of Advertising Research", pp.37~46 (1979)
  40. Sundar S.Shyam, "Arousal, Memory, and Impression- Formation Effects of Animation Speed in Web Advertising", 33(1), pp.7~17 (2004)
  41. Wu, G, "The Role of Perceived Interactivity in Interactive Ad Processing" (2000), The University of Texas at Austin
  42. Yang, Yoon, "The effects of WOM communication to the consumer's attitude", 11(3), pp.7~34 (2000)

관련 논문AI추천

이 간행물의 다른 논문 (3건)