지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Word-of-mouth (WOM) communication (traditionally important in consumption) is expanding its influence into cyber space and is playing an important role in online shopping. Consumers who use online shopping might not readily make purchasing decisions due to information overload, lack of accurate product recognition, and the distrust of commercial information. Subsequently, people use WOM communication for a mutual interchange with others who share common concerns, interests, and purposes. This study examines the consumer characteristics, perceived risk on online shopping and benefits of online shopping according to WOM behavior that may significantly affect consumer actions. Factor analysis, t-test, one-way ANOVA, cluster analysis, and Chi-square analysis were used for statistical analysis to identify the differences in consumer characteristics. Online WOM behavior consumers purchased more various items than offline WOM behavior consumers; however, the most influential purchasing factor was price regardless of WOM behavior. Offline WOM behavior consumers have shown higher perceived online shopping risks and benefits.
목차
등록된 정보가 없습니다.
참고문헌 (41)
참고문헌 신청
Advertising Information Center / Korea netizen profile report
Alba, J. / 1997 / Interactive home shopping: Consumer, retailer, and manufacturer incentives to partic- ipate in electronic marketplaces / Journal of Marketing 61(3):38~53
Bakos, J. Y. / 1997 / Reducing buyer search costs: Implications for electronic marketplaces / Management Science 43(12):1676~1692
Bayus, B. L. / 1985 / Word of mouth: The indirect effects of marketing efforts / Journal of Advertising Research 25(3):31~39
Bickart, B. / 2005 / Published word of mouth: Referable, consumer-generated information on the internet, In Online consumer psychology: Understanding and influencing consumer behavior in the virtual world / Erlbaum :35~61
Alba, J. / 1997 / Interactive home shopping: Consumer, retailer, and manufacturer incentives to partic- ipate in electronic marketplaces / Journal of Marketing 61(3):38~53
Bakos, J. Y. / 1997 / Reducing buyer search costs: Implications for electronic marketplaces / Management Science 43(12):1676~1692
Bayus, B. L. / 1985 / Word of mouth: The indirect effects of marketing efforts / Journal of Advertising Research 25(3):31~39
Bickart, B. / 2005 / Published word of mouth: Referable, consumer-generated information on the internet, In Online consumer psychology: Understanding and influencing consumer behavior in the virtual world / Erlbaum :35~61
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