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

  • 제37권1호
  • /
  • Pages.27-38
  • /
  • 2013
  • /
  • 1225-1151(pISSN)
  • /
  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
DOI QR코드

DOI QR Code

구전행동에 따른 소비자 유형과 특성

Consumer Type and Characteristics According to Word-of-Mouth Behavior

  • Seo, Hyun-Jin (Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • 투고 : 2012.10.05
  • 심사 : 2012.12.20
  • 발행 : 2013.01.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

참고문헌

  1. Advertising Information Center. (2004, October 19). Korea netizen profile report. Advertising Information Center. Retrieved April 3, 2008, from http://www.adic.co.kr/
  2. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping: Consumer, retailer, and manufacturer incentives to partic-ipate in electronic marketplaces. Journal of Marketing, 61 (3), 38−53.
  3. Bakos, J. Y. (1997). Reducing buyer search costs: Implications for electronic marketplaces. Management Science, 43(12), 1676−1692. https://doi.org/10.1287/mnsc.43.12.1676
  4. Bayus, B. L. (1985). Word of mouth: The indirect effects of marketing efforts. Journal of Advertising Research, 25(3), 31−39.
  5. Bickart, B., & Schindler, R. M. (2005). Published word of mouth: Referable, consumer-generated information on the internet. In K. A. M. Haugtvedt & R. F. Yalch (Eds.), Online consumer psychology: Understanding and influencing consumer behavior in the virtual world (pp. 35-1). Mahwah, NJ: Erlbaum.
  6. Bloch, P. H., Ridgway, N. M., & Dawson, S. A. (1994). The shopping mall as consumer habitat. Journal of Retailing, 70(1), 23−42. https://doi.org/10.1016/0022-4359(94)90026-4
  7. Brooker, G. (1984). An assessment of an expanded measure of perceived risk. Advances in Consumer Research, 11(1), 439−441.
  8. Chatterjee, P. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28, 129−133.
  9. Choi, K. S. (2004). A study on the effect of knowledge sharing service on customer purchasing decisions in the internet shopping mall. Unpublished master's thesis, Korea Advanced Institute of Science and Technology, Daejeon.
  10. Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and ecommerce: A study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203−215. https://doi.org/10.1016/S1567-4223(03)00024-3
  11. Do, K. N. (1998). 구전커뮤니케이션이 소비자 구매행동에 미 치는 영향에 관한 연구 [The effect of word-of-mouth (WOM) communication on the buying decision]. Unpublished master's thesis, Kyung Hee University, Seoul.
  12. Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55−75. https://doi.org/10.1002/dir.20061
  13. Garner, S. J. (1986). Perceived risk and information sources in services purchasing. The Mid-Atlantic Journal of Business, 24(2), 49−58.
  14. Ha, H. Y. (2002). The effects of consumer risk perception on pre-purchase information in online auction: Brand, wordof- mouth, and customized information. Journal of Computer- Mediated Communication, 8(1). doi:10.1111/j.1083- 6101.2002.tb00160.x
  15. Haubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4−21. https://doi.org/10.1287/mksc.19.1.4.15178
  16. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38−52. https://doi.org/10.1002/dir.10073
  17. Henthorne, T. L., LaTour, M. S., & Williams, A. J. (1993). How organizational buyers reduce risk. Industrial Marketing Management, 22(1), 41−48. https://doi.org/10.1016/0019-8501(93)90019-4
  18. Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. Proceedings of the Association for Consumer Research, The 3rd Annual Conference, US, 382−393.
  19. Jang, S. Y. (2007). Online book reviews = The effect of online word of mouth on sales. Unpublished master's thesis, Seoul National University, Seoul
  20. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1−21.
  21. Kim, J. Y. (2001). Consumers' risk perception, risk reduction behavior, and purchase intention in internet shopping of apparel. Unpublished master's thesis, Seoul National University, Seoul.
  22. Kisielius, J., & Sternthal, B. (1986). Examining the vividness controversy: An availability-valence interpretation. Journal of Consumer Research, 12(4), 418−431. https://doi.org/10.1086/208527
  23. Krishnamurthy, S. (2001). A comprehensive analysis of permission marketing. Journal of Computer-Mediated Communication, 6(2). doi:10.1111/j.1083-6101.2001.tb00119.x
  24. Lee, J. S., & Choi, S. H. (2001). Relation between negative word-of-mouth communication on choice of restaurant and purchasing behavior in the customer of food service. Journal of the Korea Academic Society of Tourism and Leisure, 13(2), 9−24.
  25. Li, H., Daugherty, T., & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing, 15(3), 13−30. https://doi.org/10.1002/dir.1013
  26. Lopez-Nicolas, C., & Molina-Castillo, F. J. (2008). Customer knowledge management and E-commerce: The role of customer perceived risk. International Journal of Information Management, 28(2), 102−113. https://doi.org/10.1016/j.ijinfomgt.2007.09.001
  27. Mitchell, V. W. (1992). Understanding consumers' behaviour: Can perceived risk theory help? Management Decision, 30(3), 326−331.
  28. Peter, J. P., & Tarpey, L. X. (1975). A comparative analysis of three consumer decision strategies. Journal of Consumer Research, 2(1), 29−37. https://doi.org/10.1086/208613
  29. Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 329−346. https://doi.org/10.1177/0092070397254005
  30. Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the perceived risk of purchasing online. Journal of Consumer Behaviour, 4(2), 118−131. https://doi.org/10.1002/cb.163
  31. Poon, S. (1999). The nature of goods and internet commerce benefit: A preliminary study. Proceedings of System Sciences, The 32nd Annual Hawaii International Conference, US, 1−7.
  32. Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7), 748−757. https://doi.org/10.1016/S0148-2963(02)00351-X
  33. Schiffman, L. G., & Kanuk, L. L. (1994). Consumer behavior (5th ed.). New Jersey: Prentice-Hall.
  34. Schwartz, E. I. (1998, August 10). OK, retailers, why do your own marketing when you can make 100,000 other web sites do it for you? New York Times, p. 3.
  35. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203−220. https://doi.org/10.1016/S0022-4359(01)00041-0
  36. Tan, S. J. (1999). Strategies for reducing consumers' risk aversion in internet shopping. Journal of Consumer Marketing, 16(2), 163−180. https://doi.org/10.1108/07363769910260515
  37. Villarreal-Camacho, A. (1983). Consumer complaining behavior: A cross-cultural comparison. Proceeding of American Marketing Association, Summer Educator's Conference, US, 68−73.
  38. Whyte Jr., W. H. (1954). The web of word of mouth. Fortune, 50(November), 140−143.
  39. Wilson, W. R., & Peterson, R. A. (1989). Some limits on the potency of word-of-mouth information. Advances in Consumer Research, 16, 23−29.
  40. 2007 Survey on the computer and internet usage. (2008, March 31). Korea Internet & Security Agency. Retrieved April 8, 2008, from http://isis.nida.or.kr/
  41. 2011 Survey on the internet usage. (2011, November 30). Korea Internet & Security Agency. Retrieved February 25, 2012, from http://isis.kisa.or.kr/

피인용 문헌

  1. The Effects of Consumer Characteristics, Awareness of Korean Fashion Brands, and Satisfaction with Korean Fashion Products on Word of Mouth (WOM) Experiences and Behavior -Focusing on Chinese Students in Korea- vol.38, pp.2, 2014, https://doi.org/10.5850/JKSCT.2014.38.2.216