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http://dx.doi.org/10.5850/JKSCT.2007.31.8.1157

The Effects of Information Characteristics(Direction, Consensus) on Word-of-Mouth Performance in Online Apparel Shopping  

Son, Jin-Ah (Dept. of Clothing & Textiles, Seoul National University)
Rhee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.8, 2007 , pp. 1157-1167 More about this Journal
Abstract
Internet communications have provoked new forms of online word-of-mouth(WOM) communication and it has become more powerful. At this point, this study analyses the effects of information characteristics(direction, consensus) of online WOM. Especially, quasi-experiment can systematically manipulate the direction and the consensus of online WOM information and it perceived the difference in the effects in this study. Female consumers who have purchased clothing at online shopping mall in past 6 months participated in the experiment by completing 4 type questionnaires(N=600). Data are analyzed using Cronbach's ${\alpha}$, t-test, one way ANOVA, two-way ANOVA, Duncan's multiple range test. The Results of this study are as follows: (1) The direction of online WOM information significantly influences consumer's reliability of information, attitude, and purchase intentions. These effects are more significant when negative WOM information than positive information and two-sided information was given. (2) Though there is the difference in reliability of information, the consensus of online WOM information does not have influences on consumer's attitude and purchase intentions. (3) Consumer's clothing involvement is related to WOM information searching. The highly involved consumer is more effected by online WOM information than the lowly one.
Keywords
Quasi-experiment; Online word-of-mouth; Direction; Consensus; Clothing involvement;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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