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http://dx.doi.org/10.5392/JKCA.2017.17.01.080

The Effects of E-WOM in Selecting the Mobile Application  

Lee, Kook-Yong (군산대학교 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.17, no.1, 2017 , pp. 80-91 More about this Journal
Abstract
The purpose of paper is to confirm the role of E-WOM(Electronic Worth of Mouth) in decision making of selecting the mobile application via smart-phone or tablet pc. Particularly i wished to confirm the effects of others' positive or negative reviews in purchasing(free downloading) mobile applications. To resolve these research questions, the secondary data or previous research were collected and arranged theoretically. From literature research, i made out the proposed model to explain the relationships between the variables, executed the operational definitions and 14 Hypotheses were established, collected the survey data of 228 mobile application users. Using the empirical test analysis, previous performances to confirm the construct validity and internal consistency and PLS(Partial Least Square) modelling method was executed. The test result showed that proposed relations of variables was empirically identified, therefore, i got the conclusion as followings; First, attributes of mobile application users' reviews have the effects positively to usefulness perception and expected performance. Second, it was significantly tested Usefulness of Online Review and Expected Performance. Second, Usefulness of Online Review, Source Credibility and Expected Performance have effect positively to Intention of Review Adoption.
Keywords
Review Adoption; Usefulness; Expected Performance; Credibility; Sufficiency; Helpfulness; Persuasiveness;
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