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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2017.1
- 수록면
- 21 - 32 (12page)
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This study analyzes the variable consumer characteristics that influence the intention to use online product reviews. In online e-commerce, where purchases take place without consumers seeing the products in person, the product reviews left by other consumers who have already purchased the product are believed to be valuable information. However, when different consumers read the same product review, their responses to it may vary. This study analyzes the characteristics of consumers who utilize product reviews for their purchases. Consumer characteristics are categorized into personal information, personality, purchasing tendency, and experience related to product reviews. These factors are examined to see if they have direct or indirect effects on a consumer's intention to use product reviews when making online purchases. We surveyed a total of 240 consumers who had experience using e-commerce and knew about online product reviews. Once the data was collected, path analysis was conducted using the statistics tool AMOS. The study results reveal that consumers who are female, extroverted, and have higher price sensitivity think that product reviews left by others are useful, and that this "perceived usefulness" has a positive effect on the intention to use product reviews for making online purchasing decisions. In addition, consumers who are agreeable to others, have high brand sensitivity, and who have left numerous reviews themselves demonstrated the tendency to trust reviews left by others more. Thus, we conclude that this "perceived reliability" makes it more likely that a consumer will use product reviews when making online purchasing decisions. Future research can be done to develop this study further by analyzing whether providing online product reviews corresponding to the personal characteristics of consumers enhances the effect of product reviews on online purchasing decisions.
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참고문헌 (25)
참고문헌 신청
Assael, H / 2003 / Consumer Behavior : A Strategic Approach / Houghton Mifflin
Bei, L. T. / 2004 / Consumers’online Information Search Behavior and the Phenomenon of Search vs. Experience Products / Journal of Family and Economic Issues 25(4):449~467
Chatterjee, P. / 2001 / Online Reviews : Do Consumers Use Them? / Advance in Consumer Research 28:129~133
Chen, Y. / 2008 / Online Consumer Review : Word-of-mouth as a New Element of Marketing Communication Mix / Management Science 54(3):477~491
Cheung, M.Y. / 2009 / Credibility of Electronic Word of-Mouth : Informational and Normative Determinants of On-line Consumer Recommendations / International Journal of Electronic Commerce 13(4):9~38
Bei, L. T. / 2004 / Consumers’online Information Search Behavior and the Phenomenon of Search vs. Experience Products / Journal of Family and Economic Issues 25(4):449~467
Chatterjee, P. / 2001 / Online Reviews : Do Consumers Use Them? / Advance in Consumer Research 28:129~133
Chen, Y. / 2008 / Online Consumer Review : Word-of-mouth as a New Element of Marketing Communication Mix / Management Science 54(3):477~491
Cheung, M.Y. / 2009 / Credibility of Electronic Word of-Mouth : Informational and Normative Determinants of On-line Consumer Recommendations / International Journal of Electronic Commerce 13(4):9~38
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