구전정보 탐색동기와 자기효능감이 구전정보에 대한 의존성에 미치는 영향

Abstract

This study provided and empirically tested the relationship model between instrumentality of WOM(Word-of-Mouth) information sources and various personal influencing factors. Specifically, we examined motivation to search and self-efficacy related to the WOM information search as mediating factors. Through an empirical survey regarding the university students` flip phone purchasing behavior, we get the results that motivation to search and self-efficacy have positive effects on instrumentality of WOM information sources. It was verified that the perceived degree of WOM information to solve a goal conflict and perceived degree of purchase involvement have positive effects on the motivation to search WOM information while the tendency to do hedonic shopping has negative ones. Additionally, WOM information accessibility has positive effects on self-efficacy related to the WOM information search.