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A Study on the Information Cascades Effects of the Offline WOM and Online Review  

Kim, Jin-Hwa (서강대학교 경영학과)
Bae, Jae-Kwon (서강대학교 경영학과)
Jeon, Han-Cheol (SK C&C, Industry 사업기획팀)
Publication Information
The Journal of Society for e-Business Studies / v.15, no.1, 2010 , pp. 39-60 More about this Journal
Abstract
It becomes common thing that many customers buy the goods through the online shopping mall as internet grows very fast. The information cascades that happen when a person imitates the other's acts also it occurs in online. Many people buy the goods referring on other people's purchasing experiences and such cases are spreading more and more. Through numerous existing researches, the researches in association with this issue have been studied on the information cascades effect on offline or online separately. The research of comparing the information cascades effects from the offline word of mouth (WOM) and the online review has not studied yet. On that reason this study shows that the online review induces the information cascades. We also compared the effects with information cascades effects from traditional offline word of mouth. In result of this study, the following points have been concluded. Firstly, we examined that information cascades was occurred through both the online review and offline word of mouth. Secondly, the information cascades effect through the online review is greater than through the offline words of mouth. It means the company has to understand the importance of the online review and manage it. Thirdly, the information cascades effects are occurred differently in accordance with the goods brands. Therefore a company has to know whether its products is superior to the competitor's one or not.
Keywords
Information Cascades; Herding Behavior; Offline WOM(word of mouth); Online Review;
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Times Cited By KSCI : 1  (Citation Analysis)
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