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http://dx.doi.org/10.9723/jksiis.2016.21.6.081

Study on the Influence of Online WOM Information Characteristics on the Intention of Information Acceptance and also Re-WOM: Focused on the Receiver's Expertis  

Kim, Ji-Sook (동의대학교 경영학과)
Kwon, Hyeok-Gi (동의대학교 경영학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.21, no.6, 2016 , pp. 81-93 More about this Journal
Abstract
An actual analysis was made regarding how different the effect of the online WOM information characteristics on the expansion of the WOM information characteristics was depending on the level of the receiver's expertise in consideration of the sender's expertise, the vividness and Consensus of WOM information which can affect the acceptance of WOM information in this study. To begin with, the analysis results showed that the online WOM information characteristics had the positive effect on the information acceptance intention in proportion to the sender's expertise and the vividness and Consensus of WOM information. Secondly, the information acceptance intention was found to have a positive effect on the re-WOM intention. Finally, the level of receiver's expertise was found to control the effect of the online WOM information characteristics on the information acceptance intention.
Keywords
Sender's Expertise; Consensus of Information; Vividness of Information; Receiver's Expertise; Information Acceptance Intention; Re-WOM Intention;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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