• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.362-367
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• 2009

온라인상의 쇼핑에서 사용후기에 관한 많은 연구가 진행 중이지만, 사용후기를 보는 원인에 관한 분석에 대해서는 아직 부족함으로 연구를 진행하였다. 온라인상이기 때문에 가지는 위험 중에서도 사용후기를 통해서 어떤 위험을 가장 많이 가지고 있는지에 대해 우선 알아볼 필요성이 있을 것 같다. 이의 연구결과 기능적 위험을 가장 크게 지각하고 있었기 때문에 사용후기를 보는 이유로서의 근거가 될 수 있을 것이다. 둘째, 의류에 관련된 논문들을 보면 온라인상에서 구매를 꺼려하는 이유가 직접 눈으로 보고 만질 수 없다는 기능적 위험을 가장 크게 가지고 있었다. 그렇기 때문에 대리 시용구매를 할 수 있는 사용후기를 이용하여 의류제품을 온라인상에서 구매하는 것이 영향을 미치는 것인지에 대해 알아보고자 한다. 본 연구 결과, 긍정적인 후기를 보고 구매하려는 의도가 나타났었고 부정적인 후기를 보고 구매하지 않으려하므로 사용후기가 구매함에 있어 영향을 미치고 있음을 알 수 있었다. 마지막으로 사용후기를 중심으로 메시지를 보고 메시지에 대한 태도와 제품에 대한 태도, 그리고 구매의도 뿐만 아니라 메시지의 유형에 따라서 구전 의도나 사이트 재방문 의도라는 구매 행동에도 차이가 날 것이라고 추측했다. 연구 결과를 보면 유형별로 각각 다르게 영향을 미치고 있었으며, 부정적인 메시지로 인해 제품에 대한 좋지 않은 태도를 가지게 됨으로써 제품을 구입하려는 사이트 재방문 의도는 나타나지 않았다.

• Management & Information Systems Review
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• v.33 no.4
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• pp.49-62
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• 2014

The current study extends previous research by investigating the role of shopping experience and product type within the direction of online reviews and information reliability and product attitude. To test the hypotheses, this study conducted experimental designs. Direction of online reviews and product type were manipulated as between-subject factors. Then participants were classified into high or low group based on their shopping frequency. Dependent variable was information reliability and product attitude. The results indicate that direction of online reviews have a significant effect on both information reliability and product attitude. In addition, consumers' shopping experience also shows a moderating effect between the direction of online reviews and the dependent variables. Furthermore, product type also shows a moderating effect on the information reliability, yet not on the product attitude. The results of this study contribute to the literature as a new attempt to examine the direction of online reviews in the online shopping area. We also indicated the limitations of this study, and suggested the future research directions.

• The Journal of the Korea Contents Association
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• v.9 no.8
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• pp.255-271
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• 2009

Since consumers have difficulty in acquiring information related to products in online, they are apt to use WOM(word-of-mouth). It seems to be more popular and acceptable methods to acquire information about products sold in online. In other words, consumers who visit the Internet shopping-mall can not make a purchase-decision immediately because they have no sufficient knowledge about products. To solve this problem, consumers make use of the service called "online review". The objective of this study is to verify how these reviews can influence attitude toward the message, product and several buying behaviors in the online. In particular, this study focus on the message's sidedness(positive or negative) and objectivity(objective or subjective), because it is expected that consumers are likely to behave differently according to the characteristics of online reviews. Thus, to measure consumer's attitude and buying behavior, this study was examined by 4 types of messages. The results of this study are as follows: First, in the positive-objective message, the message attitude has a stronger effect on purchase intention than other outcomes. Second, in the positive-subjective message, the message attitude has a stronger effect on revisiting intention than others. Third, in the negative-objective message, the message attitude has a stronger effect on purchase intention than others. Hence, it is said that online shopping-mall managers need to understand the effects of multidimensional online review.

• International Commerce and Information Review
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• v.17 no.3
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• pp.3-27
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• 2015

As hostile online reviews can have a negative impact on a company's reputation, it is not surprising that online reviewers and business owners often get involved in conflicts which sometimes evolve into legal disputes. This research examines the legal dispute case in which the business owner charges an online reviewer for a defamation. Further, this research compares the supreme court's decision with general public's view on this defamation case, using a survey method. From the legal point of view, an online reviewer's primary motive determines whether the online reviews are defamatory statements or not. Specifically, if an online reviewer's primary motive is to increase the overall benefits for the public society, the online review does not bear any legal liability. According to our survey, consumers' view aligns with the final decision of the supreme court. They believe that online reviews should bear a minimum level of legal liability as online reviews often contain useful and valuable information which can enhance overall public benefits.

• Journal of Fashion Business
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• v.14 no.2
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• pp.81-94
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• 2010

The online shopping environment has radically changed consumer shopping behavior. Without the actual physical shopping experience in a brick-and-mortar store, consumers make purchasing decisions over the Internet. They make an effort to obtain product information not only from online merchants, but also from previous purchasers in order to make an informed decision. Accordingly, customer comments are expected to have a significant impact on decisions to purchase goods and services online. This paper focuses on one type of electronic word-of-mouth, the online consumer review. It derives several motivations why customers post product reviews on shopping mall sites. Customer motives were identified through an in depth one-on-one interview with twenty female respondents conducted twice from June $17^{th}$ to September $11^{th}$, 2009. The interviews lasted between 40 and 60 minutes. The results showed that consumers write product reviews based on six motivations: to receive a reward or remuneration for writing a product review, to share information with other customers, to improve the quality of goods and services, to reduce customer dissatisfaction, to recommend products and services, and to derive pleasure.

• Asia Marketing Journal
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• v.13 no.3
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• pp.209-231
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• 2011

Internet is having strong impact on the consumer's decision making process. Information search has been done actively through internet today. The online reviews can be crucial information cue to evaluate the alternarive products. The online WOM(Word-Of-Mouth) effect depends on the characteristics of information sender, receiver, and WOM. This study is to examine the influence of the online word of mouth on the consumer purchase intention and the moderating role of product involvement, consumer regulatory focus and self-efficacy. Positive customer reviews on the products influence the purchase intention positively and negative customer reviews influence it negatively. Moderating role of involvement in the causal relation between the valence of online reviews and purchase intention is tested. In case of positive WOM, it is predicted that purchase intention for high involvement products is higher than that of low involvement. In case of negative WOM, purchase intention for high involvement product is lower than that of low involvement product. And this study invetigate the moderating role of regulatory focus. In case of positive WOM, it is predicted that promotion focus oriented consumers have higher purchase intention than prevention focus oriented consumers. In case of negative WOM, prediction is that prevention focus oriented consumers have lower purchase intention than promotion focus oriented consumers. Then we examine the moderating role of self efficacy in the causal relation between the valence of online reviews and purchase intention. In case of positive WOM, it is predicted that consumers with low self efficacy have higher purchase intention than consumers with high self efficacy. In case of negative WOM, it is predicted that consumers with low self efficacy have lower purchase intention than consumers with high self efficacy. Emprical results support our prediction and four hypotheses derived from our conceptual framework are all accepted. This study suggest that the level of product involvement, consumer regulatory focus and the level of self-efficacy influence the consumer responses of the valence of online reviews. Therefore marketers need to manage online reviews based on the level of product involvement, regulatory focus orientation and the level of self-efficacy of target consumers.

• Korean Journal of Human Ecology
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• v.18 no.5
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• pp.1063-1075
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• 2009

This study intends to provide foundational data for enhancing the welfare of customers purchasing digital products through analyzing the notes from written on-line reviews. The data used for the analysis are 6,342 on-line reviews for cell phones and digital cameras released from November, 2007 until April, 2008, which was posted on Naver Knowledge Shopping from November, 2007 until June, 2008. Through the on-line reviews, this article analyzed the evaluations on the digital products' hardware, software, design, service, price, and other criteria and the customers' emotional experience in the process of purchase, use, and possession. According to the results of the analysis, negative evaluation and emotional experience were originated from the company's information provision methods and purchase process. In addition, insufficient information searches in the process of online purchases, consumers' low right consciousness, and impolite on-line reviews were also problematic. Customers' evaluations and emotional experiences on digital products were conducted in a complex way. Based on that, this research makes suggestions in the company's marketing, customer education, and theoretical aspect.

• Proceedings of the Technology Innovation Conference
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• 2009.02a
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• pp.3-24
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• 2009

본 논문은 온라인 커뮤니티를 통해 사용자들이 정보교류와 의사소통을 활발히 전개하여 사용자혁신 (User Innovation)을 촉진하는 사례들과 이와 관련된 현안 이슈들, 그리고 기업의 사용자혁신 활용 전략을 다루고 있다. 특히 인터넷의 보급과 확산을 통해 사용자들이 온라인 커뮤니티를 형성하고 상호 교류할 수 있는 장이 마련되어 사용자혁신이 더욱 활성화 될 수 있으므로, 휴대기기 산업에서 이러한 사례를 발굴하여 분석하였다. 특히 본 연구에서는 MP3 플레이어 산업에서 기업이 온라인 커뮤니티를 통해 고객정보를 어떻게 획득/처리/활용하는지, 그리고 스마트폰인 블랙잭 제품에서 어떤 과정을 통해 사용자혁신이 이루어지는 지를 사례연구 하였다. 본 연구의 결과는 1)온라인 커뮤니티에서 사용자의 역할과 (정보공유, 아이디어 창출, 문제해결, 정보취합, 제품테스트, 사용의견 제시, 제품홍보 등) 기업의 대응전략, 2)기업과 고객간 커뮤니케이션 패턴 (질문/불평/사용후기 및 피드백/시제품/공지 등) 특성, 3)온라인 커뮤니티 내에서 사용자간 커뮤니케이션 패턴과 현안, 4)온라인 커뮤니티 활성화를 통한 신제품개발 촉진방안 등으로 구분하여 제시되었다. 마지막으로 이러한 사용자혁신 사례를 바탕으로, 사용자혁신을 촉진하고 신제품개발과정에서 사용자의 참여를 강화할 수 있는 정책적 함의를 정리하였다. 특히 개방형 혁신이 강조되는 상황에서 사용자혁신은 개방형 혁신의 한 형태도서도 의미가 있으며, 향후 더 많은 사례연구와 실증분석이 요구된다.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.831-846
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• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• The Journal of the Korea Contents Association
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• v.13 no.1
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• pp.73-82
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• 2013

The purpose of this study is to explore attributes of trusted blog product-reviews and to examine the weight of each attribute. First, the attributes of trusted blog product-reviews were collected through consumer interviews. Second, the trust attributes were examined in terms of their relative importance. The results are: 1) Thirty-five of trust attributes were discovered and categorized into 'popularity', 'presence', 'attractiveness', 'trustworthiness', and 'expertise'. 2) In general, attributes reflecting usefulness, trustworthiness and attractiveness seemed the most important trust factors. 3) 'presence', which have not been highlighted so far in trust research, was emerged as an important trust factor in the web blog context. Theoretical and practical implications were discussed.