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The Effects of Sender's Motivations and Information Sources of Word-of-Mouth on Purchasing Behavior : Based on the Technology Acceptance Model
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구전정보 발신자의 구전동기와 구전정보 원천이 소비자의 구매행동에 미치는 영향 : 기술수용모형을 중심으로

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Type
Academic journal
Author
Jiaohui Yu (전북대학교) Yoonseo Park (전북대학교) Seung-In Lee (전주벤처기업육성촉진지구발전협의회)
Journal
The Korean Operations Research and Management Science Society KOREAN MANAGEMENT SCIENCE REVIEW Vol.35 No.3 KCI Accredited Journals
Published
2018.9
Pages
19 - 38 (20page)
DOI
10.7737/KMSR.2018.35.3.019

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The Effects of Sender's Motivations and Information Sources of Word-of-Mouth on Purchasing Behavior : Based on the Technology Acceptance Model
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Research history (7)

2021

The Effect of Information Quality Characteristics on the YouTube Watching Behaviors: Focused on the Consumer Resistance, Technology Acceptance Model(TAM), and User Habit
Jiaohui Yu ,  Seung-In Lee ,  Ju-Yeol Lee KOREAN MANAGEMENT SCIENCE REVIEW 2021.12 Academic journal

2019

The Effects of Word-of-Mouth Information Characteristics on Consumer Confusion and Product Acceptance: focusing on Simple Payment Services
우교혜 경영학과 2019.01 Thesis
The Effects of Word-of Mouth Information Characteristics on Consumer Confusion and Purchasing Behavior
Jiaohui Yu ,  Yoon Seo Pa ,  k 상품학연구 2019.01 Academic journal

2018

The Effects of Sender’s Motivations and Information Sources of Word-of-Mouth on Purchasing Behavior : Based on the Technology Acceptance Model
Jiaohui Yu ,  Yoonseo Pa ,  k KOREAN MANAGEMENT SCIENCE REVIEW 2018.09 Academic journal
구전정보 발신자의 구전동기와 구전정보 원천이 소비자의 구매 행동에 미치는 영향에 관한 연구 : 기술수용모형을 중심으로
우교혜 ,  박윤서 ,  이승인 and others 1 한국경영과학회 학술대회논문집 2018.04 Proceeding
구전정보 발신자의 구전동기와 구전정보 원천이 소비자의 구매 행동에 미치는 영향에 관한 연구 : 기술수용모형을 중심으로
우교혜 ,  박윤서 ,  이승인 and others 1 대한산업공학회 춘계공동학술대회 논문집 2018.04 Proceeding

2016

The Effects of Word-of-Mouth Channel Types on Product Attitude
Jiaohui Yu ,  Yoonseo Pa ,  k JOURNAL OF THE KOREA CONTENTS ASSOCIATION 2016.12 Academic journal
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Abstract· Keywords

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Word of mouth communication, as a key factor in consumer’s purchase decision process, has gradually attracted the attentions of many marketers and companies. To make the further understanding of the word of mouth communication, this study explores the effects of word of mouth sender’s motivation and source information on consumers’ purchase behavior. The word of mouth sender’s motivation can be divided into egoistic motivation and altruistic motivation, while the source information is also divided into virtual word of mouth information and personal word of mouth information in this study. Meanwhile, based on the Technology Acceptance Model (TAM) and related theories, a research model that contains several factors about consumers’ word of mouth acceptance and purchase behavior is presented. With an empirical analysis, our study attempts to conceptualize the variables that can affect consumers’ word of mouth acceptance, and also demonstrates what factors are most effective in improving consumers’ positive word of mouth acceptance. Thus, our study provides the important academical implication for companies to establish the word-of-mouth marketing strategy.
#Word of Mouth #Sender Motivation #Source of Information #Purchase Behavior #Technology Acceptance Model

Contents

Abstract
1. 서론
2. 이론적 배경
3. 연구가설 및 연구모형
4. 연구방법
5. 분석 및 결과
6. 결론 및 향후 연구방향
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