Browse > Article
http://dx.doi.org/10.1633/JIM.2012.43.1.109

A Study on the Influencing Factors of Online Word-of-Mouth Adoption in the Mobile Applications Market  

Ha, Na-Yeun (Graduate School of Information, Yonsei University)
Kim, Kyung-Kyu (Graduate School of Information, Yonsei University)
Lee, Ho (Graduate School of Information, Yonsei University)
Publication Information
Journal of Information Management / v.43, no.1, 2012 , pp. 109-134 More about this Journal
Abstract
This study, focusing on process of online Word-of-Mouth(oWOM) adoption in applications market which is a major issue of recent mobile industry, tried to empirically analyze how main characteristics of oWOM affect trust and process of oWOM adoption. To do this, based on understanding about applications market and precedent studies on online communication and Elaboration Likelihood Model(ELM), I developed the research model and proposed seven hypotheses. The subjects were smart phone users who ever used review in mobile applications market. The study method was questionnaire survey. As a result, trust in review was suggested as prerequisite for consumers to accept on-line review in mobile applications market. And it was empirically proved that for the customers to feel trust, these are necessary - positive assessment on argument quality, vividness of delivered explanation, and neutrality of message. The theoretical implications of this study are that based on studies on oWOM, factors affecting trust in review were explored in the environment of mobile applications market with less judgement clues for decision making compared to other on-line media and then, these factors were conceptualized. From the practical view, this study suggested implication on what attributes companies or developers can strategically utilize while investigating prerequisites of oWOM adoption.
Keywords
oWOM Adoption; Argument Quality; Vividness; Message Direction;
Citations & Related Records
연도 인용수 순위
  • Reference
1 양윤, 조문주. 2000. 구전 커뮤니케이션이 소비자 태도변화에 미치는 영향. 광고학연구,11(3): 7-28.
2 윤성준. 2000. 웹쇼핑몰 사이트 신뢰도의 결정 요인과 구매의향에 미치는 영향에 관한 시뮬레이션 접근방법. 경영학연구 , 29(3):353-376.
3 이은영, 이태민. 2005. 온라인 환경에서의 정보특성이 구전 효과에 미치는 영향에 관한 연구. 광고학연구 , 16(2): 145-171.
4 이정구. 2008. 인터넷 쇼핑몰에 대한 친숙성, 신뢰와 사이트 품질이 구매의도에 미치는 영향 . 석사학위논문, 부산대학교 경영대학원.
5 전성률, 박현진. 2003. 부정적 구전정보의 유형에 따른 구전효과의 차이에 관한 연구. 소비자학연구, 14(4): 21-44.
6 정만수, 유종숙, 조삼섭. 2007. 광고 형태의 메시지와 퍼블리시티 형태의 메시지가 소비자의 태도 변화에 미치는 영향력에 대한 연구: 제품에 대한 관여도(Involvement)를 중심으로. 광고학연구, 18(3): 29-51.
7 차태훈, 이경아. 2006. 온라인 구전의 수용에 관한 연구.온라인 쇼핑몰의 사용후기를 중심으로. 광고연구, 72: 223-252.
8 채서일. 2005. 사회과학방법론. 학현사.
9 홍종필. 2004. 구매 제품유형을 중심으로 살펴본인터넷 쇼핑에 영향을 미치는 소비자 지각 요인에 관한 연구. 한국심리학회지, 5(3): 63-97.
10 Arndt, J. 1967. "Role of Product Related Convertsations in the Diffusion of a New Product." Journal of Marketing Research, 4(3): 291-295.   DOI   ScienceOn
11 Assael, H. 1998. Consumer Behavior and Marketing Action. 4th ed. Boston: New York University.
12 김성훈. 2003. 제품 관여도 및 제품 지식에 따른 온라인 구전정보 활용 연구. 광고학연구,14(1): 257-280.
13 김영찬, 정혜미. 2007. 서비스 산업에서 온라인 구전 정보의 효과성에 영향을 미치는 선행 요인들의 관계에 관한 연구. 광고학연구, 18(4): 167-183.
14 김지영. 2008. 맞춤검색서비스가 온라인 구전 신뢰도와 구매의도에 미치는 영향에 관한연구. 석사학위논문, 연세대학교 대학원.
15 김한수. 1992. 소비자지식 관여가 구정정보에 미치는 영향에 관한 연구. 석사학위논문, 성균관대학교 대학원.
16 김현주. 2005. 사이버 여론 지도자의 속성에 관한 연구. 한국언론학술논총 , 217-264.
17 Wang, R. Y. and D. M. Strong. 1996. "Beyond accuracy: What data quality means to data consumer." Journal of MIS, 12(4).
18 Smith, D. 2002. "Trust Me, Would I Steer You Wrong? The Influence of Peer Recommendations Within Virtual Communities." University of Illinois at Chicago.
19 Thurau, T. H., K. P. Gwinner, G. Walsh, and D. D. Gremler. 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.   DOI   ScienceOn
20 Tseng S., and B. J. Fogg. 1999. "Credibility and Computing technology." Communication of the ACM, 42: 39-44.
21 Wang, Y. S., T. I. Tang, and J. E. Tang. 2001. "An Instrument for measuring customer satisfaction toward web sites that market digital products and services." Journal of Electronic Commerce, 2(3): 89-102.
22 Zaichkowsky, J. L. 1985. "Measuring the Involvement Construct." Journal of Consumer Research, 12(3): 341-352.   DOI   ScienceOn
23 Myers, R. C. 1990. Classical and modern regression with applications. 2nd ed. Boston, MA: Duxbury Press.
24 Goldsmith, R. E. and D. Horowitz. 2006. "Measuring motivations for online opinion seeking." Journal of Interactive Advertising, 6(2).
25 Herr, P. M., F. R. Kardes, and J. Kim. 1991. "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective." Journal of Consumer Research, 17: 454-462.   DOI   ScienceOn
26 Karson, E. J. 1998. "Internet advertising:New media, new models?" Unpublished Doctoral Dissertation, Florida Atlantic University.
27 Peterson, R. A. and M. C. Merino. 2003. "Consumer Information Search Behavior and Internet." Psychology Marketing, 20(2): 99-121.   DOI   ScienceOn
28 Petty, R. E., J. T. Cacioppo, and D. Schumann. 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement." Journal of Consumer Research, 10(2): 135-146.   DOI   ScienceOn
29 Petty, R. E. and J. T. Cacioppo. 1986. Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.
30 Petty, R. E., J. T. Cacioppo, and R. Goldman. 1981. "Personal Involvement as a Determinant of Argument-Based Persuasion." Journal of Personality and Social Psychology, (41): 847-855.
31 Petty, R. E. and D. T. Wegener. 1998. The Handbook of Social Psychology. 4th ed.New York: McGraw-Hill.
32 Robertson, T. S., J. Zielinski, and S. Ward. 1984. Consumer Behavior, Glenview, IL: Scott, Foresman and Company.
33 Schindler R. M. and B. Bickart. 2005. "Published Word of Mouth: Referable, Comsumer-generated Information on the Internet." In Haugtvedt, C.P., Machleit, K. A., Yalch, R. F., Online Consumer Psychology, NJ: Erlbaum.
34 Simpson, E. M., S. Thelma, C. Tim, and E.S. Kelli. 2000. "Race, Homophily, and Purchase Intentions and the Black Consumer." Psychology & Marketing, 17(10): 877-889.   DOI   ScienceOn
35 Bailey, J. E. and S. W. Pearson. 1983. "Development of a tool for measuring and analyzing computer user satisfaction." Management SCI, 29(5): 530-545.   DOI   ScienceOn
36 Bettman, J. R. and W. Park. 1980. "Effect of Prior Knowledge and Phase of the Choice Process on Consumer Decision Process." Journal of Consumer Research, 7: 234-248.   DOI   ScienceOn
37 Bickart, B. and R. M. Schindler. 2002. "Expanding the Scope of Word of mouth: Consumer to Consumer Information on the Internet." Advances in Consumer Research, 29: 428-430.
38 Blackwell, R. D., P. W. Minard, and J. F. Engel. 2001. Consumer Behavior. 9th Edition. Harcourt College Publishers, Inc.
39 Bristor, J. M. 1990. "Enhanced Explanations of word of Mouth Communications: The Power of Relations." Research in Consumer Behavior, 4: 51-83.
40 Brackett, L. K. and B. N. Carr. 2001. "Cyberspace Advertising vs Other Media: Consumer vs Mature Student Attitude." Journal of Advertising Research, 23-32.
41 Brown, J., A. J. Broderick, and N. Lee. 2007. "Word of mouth communication within online communities: conceptualizing the online social network." Journal of Interactive Marketing, 21(3): 2-20.   DOI   ScienceOn
42 Brucks, M. 1985. "The Effect of Product Class Knowledge on Information Search Behavior." Journal of Consumer Research, 12: 1-15.   DOI   ScienceOn
43 Chiou J. and C. Cheng. 2003. "Should a Company Have Message Boards on Web Sites?" Journal of Interactive Marketing, 17(3): 50-61.   DOI   ScienceOn
44 DeLone, W. H. and E. R. McLean. 1992. "Information Systems Success: The Quest for the Dependent Variable." Information Systems Research, 3(1):60-95.   DOI
45 Elliott, K. M. 2002. "Understanding consumer -to-consumer influence on the web." Doctoral Dissertation, Duke University.
46 Fornell, C. and D. F. Larcker. 1981. "Evaluating Structural Equation Models With Unobservable Variables and Measurement Error." Journal of Marketing Research, 18: 39-50.   DOI   ScienceOn
47 박재석, 한필구, 강병구. 2009. 모바일 앱(앱스토어) 수용 방안에 대한 연구. 한국경영정보학회 2009년 추계학술대회 , 160-164.
48 박찬, 유창조. 2006. 온라인에서의 구전커뮤니케이션이 상표평가에 미치는 영향에 관한연구: 상표사용후기와 답글을 중심으로. 소비자학연구 , 17(1): 73-93.
49 박철, 정수연. 2006. 온라인 소비자 구전에 대한 내용분석: 사이트 유형과 제품 유형에 따른 차이를 중심으로. 광고연구 , 70: 91-118.
50 양성수, 허향진, 최병길. 2008. 온라인 구전 관광정보의 구전효과. 관광학연구 , 32(2):109-130.