온라인 리뷰 수용에 영향을 미치는 요인 : 온라인 리뷰 품질과 동의성을 중심으로

Determinants of Online Review Adoption : Focusing on Online Review Quality and Consensus

This research investigated how people are influenced to adopt online review. We applied the Elaboration Likelihood Model (ELM) and the Technology Acceptance Model (TAM) to this study. Our research model highlights the assessment of online review usefulness as a mediator from online review quality to online review adoption. This research predicted online review consensus has a role to bulid up online reviw usefulness. This study also includes vividness and perceived similarity as determinants of online review quality. Survey data reflect user's perceptions of actual online review they read. Results support most of research hypotheses except hypothesis related to moderating effect of user involvement. This research offers a model for understanding online review user's acceptance. Additional theoretical and practical implications are also discussed in the paper.