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http://dx.doi.org/10.5762/KAIS.2016.17.2.307

A Study on the Impacts of WOM Information Characteristics on WOM Effect  

Choi, Young Min (Dept. of Business Administration, Dong-A University)
Bae, Sang-Wook (Dept. of Business Administration, Pukyong National University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.17, no.2, 2016 , pp. 307-314 More about this Journal
Abstract
This study empirically validate the impacts of WOM information characteristics on the WOM effect in accordance with SNS media due to the increased the WOM role under SNS. The key results showed that the more vivid, negative, and objective WOM information was, the more positive impacts on the intention to adopt information. In addition, the intention to adopt information had a positive impact on the re-WOM intention. Second, there was no significant difference between Facebook and Blog groups regarding the impacts of the WOM information characteristics on the WOM effect. This can be inferred from the fact that consumers recognize all SNS media as a single online medium regardless of their characteristics in the process of accepting and spreading information. Based on these results, this research drew the following implications. It conceptualized the information characteristics factors that influence the online information acceptance process and the relationship with WOM effects by focusing on SNS and high-tech products that are rapidly emerging. This study is also significant because it attempted to expand the characteristics of WOM information and WOM effects to Facebook and blogs, which are SNS media, and proposed a future research direction.
Keywords
SNS vividness; valence; attribute; information acceptance intention; re-MOM intention;
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