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http://dx.doi.org/10.5392/JKCA.2021.21.07.093

The Impacts of Volume and Valence of eWOM on Purchase Intention for Movies: Mediation of Review Credibility  

Han, Seungji (NHN AD(주) EDGE팀)
Kim, Joongin (홍익대학교 상경대학 글로벌경영학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.7, 2021 , pp. 93-104 More about this Journal
Abstract
Most of the existing studies on the volume and valence of the eWOM (electronic word of mouth) about movies and box-office revenues were conducted using online actual data (secondary data) at Yahoo Movies, IMDB.com, Naver Movies, etc. However, it is difficult to grasp psychological variables from online actual data. Therefore, existing studies using online actual data could not identify the causal relationship among volume, valence and psychological variables. This study fills this gap in the literature. This study aims to examine the direct and indirect effects (i.e. mediating effect) of the volume and valence of online reviews about movies on purchase intention through review credibility as a mediator. We conducted a survey on the South Korean consumers and a structural equation modeling. The outcomes show that the total effects of both volume and valence are significant. In addition, volume has an indirect effect only (i.e. full mediating effect) on purchase intention through review credibility, but valence has both direct and indirect effects (i.e. partial mediating effect) on purchase intention through review credibility. The theoretical and practical implications for these results are presented.
Keywords
eWOM; Volume; Valence; Review Credibility; Movie Marketing;
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