• 지식경영연구
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• 제15권3호
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• pp.209-228
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• 2014

The explosive growth of social commerce engenders a new business model, that is, infomediary. In a social commerce environment, infomediary works as a personal agent who provides information about various web merchants to help consumers select appropriate merchants for their needs. The purpose of this study is to identify the factors influencing consumer attitudes towards infomediaries in social commerce and examine the relationship between intention to provide word of mouth and consumer attitudes. In total, 170 responses were collected from social commerce infomediary users. The results show that competence and integrity significantly influence user attitudes as trust dimensions. Infomediary reputation and two functional factors (information variety and navigation functionality) turn out to be significant antecedents for user attitudes toward infomediary in social commerce. User attitudes in turn significantly influence the intention to provide word of mouth. Future research and practical implications are also discussed.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 추계학술대회
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• pp.539-544
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• 2007

Infomediary, playing an important role in e-commerce, provides refined a product information and the price dispersion of product. This paper use the elaboration likelihood model to explain how level of involvement with a product moderates the impact of price dispersion and product information quality on product attitude. The study produces three major findings : (1) the quality of product information produced by infomediary has a positive effect on consumers' product attitude, (2) For low-involvement consumer, price dispersion of product positively affect consumers' product attitude. For high-involvement consumer, negatively affect, (3) low-involvement consumer are affected by the price dispersion rather than the quality of product information, but high-involvement consumer are affect by price dispersion mainly when the quality of product is low. These finding have implications for on-line infomediaries in terms of how to manage their users.