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http://dx.doi.org/10.14400/JDC.2021.19.7.113

The Effect of Review Attributes on Brand Attitude, Purchase Decision and e-WOM Intention in Online Shopping Mall  

Zhang, Han (Department of Business Management, Woosong University)
Kim, Joon-Sung (Department of Corporate Management, Woosong University)
Publication Information
Journal of Digital Convergence / v.19, no.7, 2021 , pp. 113-127 More about this Journal
Abstract
This study classifies review attributes into ratings, number of comments and image information in online shopping mall to verify their impact on brand attitude and purchase decision and e-WOM intention. Use SPSS 23.0 for frequency analysis, factor analysis and regression analysis. The results showed that review attributes have a positive effect on brand attitudes, purchase decision and e-WOM intention, but the number of comments has not affect on purchase decision. Brand attitude has a positive effect on purchase decision and e-WOM intention. Brand attitude has media effect in the relationship between ratings, image information and purchase decision, and in the relationship between review attributes and e-WOM intention. As these results, consumers don't always like to have a lot of comments. and should allow to focus on high ratings and photo reviews as much as possible when writing reviews.
Keywords
online shopping mall; review attributes; brand attitude; purchase decision; e-WOM(electronic word-of-mouth) intention;
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