Proceedings of the CALSEC Conference (한국전자거래학회:학술대회논문집)
- 2005.03a
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- Pages.155-160
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- 2005
Does the Consumer Knowledge Moderate the relationship between the Information Characteristcs and Word of Mouth Performance in Online Environment?
- Lee, Eun-Young (Dept. of Industrial Management, Korea University of Technology and Education) ;
- Lee, Thae-Min (Dept. of E-Business, Dongseo University) ;
- Lee, Won-Jun (College of Business Administration, Seoul National University)
- Published : 2005.03.23
Abstract
This study identified online information characteristics and investigated the effects of information characteristics on word of mouth performance in online environment. And the comsumer knowledge was found to be a moderator of the relationship between information characteristics and WOM performance in online environment. The implication of this work to both researchers and practitioners were discussed.