한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제31권8호
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  • Pages.1157-1167
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  • 2007
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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인터넷 의류쇼핑에서 온라인 구전정보특성 중 방향성과 동의성이 소비자 구매행동 변화에 미치는 영향

The Effects of Information Characteristics(Direction, Consensus) on Word-of-Mouth Performance in Online Apparel Shopping

  • 손진아 (서울대학교 의류학과) ;
  • 이은영 (서울대학교 의류학과/생활과학연구소)
  • Son, Jin-Ah (Dept. of Clothing & Textiles, Seoul National University) ;
  • Rhee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 발행 : 2007.08.31
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초록

Internet communications have provoked new forms of online word-of-mouth(WOM) communication and it has become more powerful. At this point, this study analyses the effects of information characteristics(direction, consensus) of online WOM. Especially, quasi-experiment can systematically manipulate the direction and the consensus of online WOM information and it perceived the difference in the effects in this study. Female consumers who have purchased clothing at online shopping mall in past 6 months participated in the experiment by completing 4 type questionnaires(N=600). Data are analyzed using Cronbach's ${\alpha}$, t-test, one way ANOVA, two-way ANOVA, Duncan's multiple range test. The Results of this study are as follows: (1) The direction of online WOM information significantly influences consumer's reliability of information, attitude, and purchase intentions. These effects are more significant when negative WOM information than positive information and two-sided information was given. (2) Though there is the difference in reliability of information, the consensus of online WOM information does not have influences on consumer's attitude and purchase intentions. (3) Consumer's clothing involvement is related to WOM information searching. The highly involved consumer is more effected by online WOM information than the lowly one.

키워드

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  2. A Study on Fashion Brand Online Impression Formation and its WOM Effect According to Online Review Types of Supporters vol.18, pp.1, 2016, https://doi.org/10.5805/SFTI.2016.18.1.15
  3. Effects of E-review attributes on Purchase Intention for Fashion Products across E-community Types vol.21, pp.5, 2012, https://doi.org/10.5934/KJHE.2012.21.5.1005
  4. Classification of Consumer Review Information Based on Satisfaction/Dissatisfaction with Availability/Non-availability of Information vol.35, pp.9, 2011, https://doi.org/10.5850/JKSCT.2011.35.9.1099
  5. Effects of e-reviews on purchase intention for cosmetics vol.22, pp.2, 2013, https://doi.org/10.5934/kjhe.2013.22.2.343
  6. A study on online word-of-mouth effect through blog reviews on fashion products - Based on the theory of planned behavior - vol.21, pp.4, 2013, https://doi.org/10.7741/rjcc.2013.21.4.478
  7. The Effects of Risk Perception on e-WOM in Internet Shopping of Chinese Consumers in Their 20s vol.38, pp.5, 2014, https://doi.org/10.5850/JKSCT.2014.38.5.690
  8. Consumers' Characteristics according to Patronage Online Shopping Mall vol.15, pp.1, 2013, https://doi.org/10.5805/SFTI.2013.15.1.046
  9. The Effects of Fashion Blog Features on Commitment, Satisfaction and Word-of-Mouth Intention vol.36, pp.2, 2012, https://doi.org/10.5850/JKSCT.2012.36.2.244
  10. Effect of On/off-line Acquaintance's Recommendation Message on Product Attitude and Purchase Intention vol.40, pp.6, 2016, https://doi.org/10.5850/JKSCT.2016.40.6.1010
  11. Content analysis in the impact of twitter message type on Receiver Response vol.23, pp.4, 2014, https://doi.org/10.5859/KAIS.2014.23.4.1
  12. An Exploratory Study of Important Information on Consumer Reviews in Internet Shopping vol.35, pp.7, 2011, https://doi.org/10.5850/JKSCT.2011.35.7.761
  13. The Effect of Consumer's Prosumer Propensity on the WOM Effect of Fashion Website vol.14, pp.1, 2012, https://doi.org/10.5805/KSCI.2012.14.1.075
  14. The Effects of Fashion Mobile Word-of Mouth -Focus on Facebook- vol.37, pp.2, 2013, https://doi.org/10.5850/JKSCT.2013.37.2.186
  15. The Effect of Online Supporter's Review Directions on Consumers' Brand Attitude and Purchase Intention: The Role of Brand Awareness vol.20, pp.6, 2016, https://doi.org/10.12940/jfb.2016.20.6.135