Most of the existing studies on the volume and valence of the eWOM (electronic word of mouth) about movies and box-office revenues were conducted using online actual data (secondary data) at Yahoo Movies, IMDB.com, Naver Movies, etc. However, it is difficult to grasp psychological variables from online actual data. Therefore, existing studies using online actual data could not identify the causal relationship among volume, valence and psychological variables. This study fills this gap in the literature. This study aims to examine the direct and indirect effects (i.e. mediating effect) of the volume and valence of online reviews about movies on purchase intention through review credibility as a mediator. We conducted a survey on the South Korean consumers and a structural equation modeling. The outcomes show that the total effects of both volume and valence are significant. In addition, volume has an indirect effect only (i.e. full mediating effect) on purchase intention through review credibility, but valence has both direct and indirect effects (i.e. partial mediating effect) on purchase intention through review credibility. The theoretical and practical implications for these results are presented.
The arrival and expansion of the Internet has extended consumers' options and has provided consumers' opportunities to offer their own consumption. Through a laboratory experiment, we investigated questions: 1) do consumers trust the accuracy of reviews posted by anonymous reviewers or experts and 2) do readers trust negative and positive reviews equally? The messages were created as a form of 4 scenarios for this study. The statistical analysis was conducted using SPSS Win(v.16.0) for descriptive analysis, and t-test. Our results from a 2(positive reviews vs. negative reviews)*2(consumer vs. expert) experiment design showed that there was a significant difference between consumers' review and experts' one in restaurant visit intention(p<.001) and information credibility(p<.001). Also, between positive review and negative one, significant difference was found in restaurant visit intention(p<.001) and information credibility(p<.01). Other results, limitations and future research directions were also discussed.
Prior studies on the effects of online consumer reviews have mainly focused on review valence, but little research has investigated how two-sided (both positive and negative) and one-sided (only positive) reviews influence consumers' response to online review. In addition, little attention has been paid to how sponsorship presence (firm-sponsored reviews vs. consumer-voluntary reviews) influences individuals' attitude toward online review. Unlike consumer-voluntary reviews without any monetary incentive, firm-sponsored reviews include messages about brands providing monetary compensation. This study examines whether review valence (two-sidedness vs. one-sidedness) influences attitude toward online review via its influence on review credibility. Further, this study examines whether sponsorship presence affects when review valence influences attitude toward review. Thus, this research investigates the effect of review valence on attitude toward review and the moderating role of sponsorship presence in the relationship between review valence and attitude toward review. The first experiment reveals that attitude toward review is more favorable when the review is two-sided (vs. one-sided). The second study demonstrates that differences between the two-sided and the one-sided review occur only for firm-sponsored reviews, not for consumer-voluntary reviews. The theoretical and practical implications are also discussed.
Lee, Jung Hyun;Park, Joo Seok;Kim, Hyun Mo;Park, Jae Hong
Asia pacific journal of information systems
/
v.23
no.3
/
pp.131-154
/
2013
New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.
The purpose of paper is to confirm the role of E-WOM(Electronic Worth of Mouth) in decision making of selecting the mobile application via smart-phone or tablet pc. Particularly i wished to confirm the effects of others' positive or negative reviews in purchasing(free downloading) mobile applications. To resolve these research questions, the secondary data or previous research were collected and arranged theoretically. From literature research, i made out the proposed model to explain the relationships between the variables, executed the operational definitions and 14 Hypotheses were established, collected the survey data of 228 mobile application users. Using the empirical test analysis, previous performances to confirm the construct validity and internal consistency and PLS(Partial Least Square) modelling method was executed. The test result showed that proposed relations of variables was empirically identified, therefore, i got the conclusion as followings; First, attributes of mobile application users' reviews have the effects positively to usefulness perception and expected performance. Second, it was significantly tested Usefulness of Online Review and Expected Performance. Second, Usefulness of Online Review, Source Credibility and Expected Performance have effect positively to Intention of Review Adoption.
Using the theory of attribution, this study investigates the determinants if controllability and explores underlying dimensions of online information credibility, and then investigates if the credibility of online information influences the users' intention to use the online information for evaluating or judging the involved products. Moreover, as a research attempt to investigate the impacts of online information credibility, this study examines whether the main effect of perceived online information credibility on the intention of using online information to make a decision of purchase is mediated by both perceived risk and perceived usefulness. A total of 287 survey forms were collected from online consumers. We examined reliability by exploring internal consistency of the multiple item scales in the overall sample. Convergent and discriminant validity were also examined for evidence of construct validity. Then, PLS technique was employed to test the research model. As a result of analyzing data from a dataset of 287 responses via PLS technique, it is found that (1) both sources (controllability and stability) of perceived credibility are significantly associated with both perceived risk and perceived usefulness, and (2) perceived risk as well as perceived usefulness partially mediate the link between the two sources of credibility and intention to use. The findings of this study also suggest that the two dimensions of online information credibility influence information recipient's intention to use. Moreover, the online information including descriptions about controllability and stability can trigger potential consumers to perceive risk about consumption of the informed products and services. Therefore, providing online information with highly described controllability and stability can increase not only the credibility of the online information itself, but also the intention to use the online information through perceived risk and usefulness.
Recently, as growing number of consumers publish product and service reviews on the Internet, e-review has received attention from retailers and researchers. E-review, a form of electronic word-of-mouth (eWOM) which is typically shared between strangers whose identity and credibility are unknown, has become an important product information source as social media has facilitated information exchanges between more consumers. The objective of this study was to investigate the effects of e-review attributes on purchase intention for fashion products, which is mediated by trust of e-review, as well as to explore the differences between consumer communities and cooperative communities. A questionnaire was developed based on previous researches. Data were gathered from adults living in Busan. The results were analyzed by factor analysis, t-test, and regression using SPSS 18.0. The results showed that consumers tended to recognize e-reviews from consumer communities as exaggerated information, while they considered reviews from cooperative communities as reliable information, which gave the latter higher purchase intention. There were significant differences in e-review attributes for fashion products (e.g., Exaggeration, Entertainment, Innocence, and Agreement), purchase intention between consumer communities (e.g: Blog, Internet cafe) and cooperative communities (e.g: general malls and specialty malls). For both communities, purchase intention of fashion products was influenced by its entertainment attributes and perceived trust of e-reviews. These results suggest that e-retailers need to focus on understanding the causes of purchase intention with e-reviews for fashion products. Specifically, e-retailers should recognize that e-reviews of fashion products were associated primarily with entertaining and with consumers' trust. Based on these findings, managerial implications are presented.
Journal of the Korean Society of Clothing and Textiles
/
v.35
no.9
/
pp.1099-1111
/
2011
This study identified the types of consumer review information about apparel products based on consumer satisfaction/dissatisfaction with the availability/non-availability of consumer review information for online stores. Data were collected from 318 females aged 20s' to 30s', who had significant experience in reading consumer reviews posted on online stores. Consumer satisfaction/dissatisfaction with availability or non-availability of review information on online stores is different for information in regards to apparel product attributes, product benefits, and store attributes. According to the concept of quality elements suggested by the Kano model, two types of consumer review information were determined: Must-have information (product attribute information about size, fabric, color and design of the apparel product; benefit information about washing & care and comport of the apparel product; store attribute information about responsiveness, disclosure, delivery and after service of the store) and attracting information (attribute information about price comparison; benefit information about coordination with other items, fashionability, price discounts, value for price, reaction from others, emotion experienced during transaction, symbolic features for status, health functionality, and eco-friendly feature; store attribute information about return/refund, damage compensation and reputation/credibility of online store and interactive and dynamic nature of reviews among customers). There were significant differences between the high and low involvement groups in their perceptions of consumer review information.
For the success of an online retail market, it is important to allow consumers to get more helpful reviews by figuring out the factors determining the helpfulness of online reviews. On the basis of elaboration likelihood model, this study analyzes which factors determine the helpfulness of reviews and how the factors affecting the helpfulness of an online consumer review differ for product price. For this study, 75,226 online consumer reviews were collected from Amazon.com. Furthermore, additional information on review messages was also gathered by carrying out a content analysis on the review messages. This study shows that both of peripheral cues such as review rating and reviewer's credibility and central cues such as word count of review message and the proportion of negative words influence the helpfulness of review. In addition, the result of this study reveals that each consumer focuses on different information sources of reviews depending on the product price.
본 웹사이트에 게시된 이메일 주소가 전자우편 수집 프로그램이나
그 밖의 기술적 장치를 이용하여 무단으로 수집되는 것을 거부하며,
이를 위반시 정보통신망법에 의해 형사 처벌됨을 유념하시기 바랍니다.
[게시일 2004년 10월 1일]
이용약관
제 1 장 총칙
제 1 조 (목적)
이 이용약관은 KoreaScience 홈페이지(이하 “당 사이트”)에서 제공하는 인터넷 서비스(이하 '서비스')의 가입조건 및 이용에 관한 제반 사항과 기타 필요한 사항을 구체적으로 규정함을 목적으로 합니다.
제 2 조 (용어의 정의)
① "이용자"라 함은 당 사이트에 접속하여 이 약관에 따라 당 사이트가 제공하는 서비스를 받는 회원 및 비회원을
말합니다.
② "회원"이라 함은 서비스를 이용하기 위하여 당 사이트에 개인정보를 제공하여 아이디(ID)와 비밀번호를 부여
받은 자를 말합니다.
③ "회원 아이디(ID)"라 함은 회원의 식별 및 서비스 이용을 위하여 자신이 선정한 문자 및 숫자의 조합을
말합니다.
④ "비밀번호(패스워드)"라 함은 회원이 자신의 비밀보호를 위하여 선정한 문자 및 숫자의 조합을 말합니다.
제 3 조 (이용약관의 효력 및 변경)
① 이 약관은 당 사이트에 게시하거나 기타의 방법으로 회원에게 공지함으로써 효력이 발생합니다.
② 당 사이트는 이 약관을 개정할 경우에 적용일자 및 개정사유를 명시하여 현행 약관과 함께 당 사이트의
초기화면에 그 적용일자 7일 이전부터 적용일자 전일까지 공지합니다. 다만, 회원에게 불리하게 약관내용을
변경하는 경우에는 최소한 30일 이상의 사전 유예기간을 두고 공지합니다. 이 경우 당 사이트는 개정 전
내용과 개정 후 내용을 명확하게 비교하여 이용자가 알기 쉽도록 표시합니다.
제 4 조(약관 외 준칙)
① 이 약관은 당 사이트가 제공하는 서비스에 관한 이용안내와 함께 적용됩니다.
② 이 약관에 명시되지 아니한 사항은 관계법령의 규정이 적용됩니다.
제 2 장 이용계약의 체결
제 5 조 (이용계약의 성립 등)
① 이용계약은 이용고객이 당 사이트가 정한 약관에 「동의합니다」를 선택하고, 당 사이트가 정한
온라인신청양식을 작성하여 서비스 이용을 신청한 후, 당 사이트가 이를 승낙함으로써 성립합니다.
② 제1항의 승낙은 당 사이트가 제공하는 과학기술정보검색, 맞춤정보, 서지정보 등 다른 서비스의 이용승낙을
포함합니다.
제 6 조 (회원가입)
서비스를 이용하고자 하는 고객은 당 사이트에서 정한 회원가입양식에 개인정보를 기재하여 가입을 하여야 합니다.
제 7 조 (개인정보의 보호 및 사용)
당 사이트는 관계법령이 정하는 바에 따라 회원 등록정보를 포함한 회원의 개인정보를 보호하기 위해 노력합니다. 회원 개인정보의 보호 및 사용에 대해서는 관련법령 및 당 사이트의 개인정보 보호정책이 적용됩니다.
제 8 조 (이용 신청의 승낙과 제한)
① 당 사이트는 제6조의 규정에 의한 이용신청고객에 대하여 서비스 이용을 승낙합니다.
② 당 사이트는 아래사항에 해당하는 경우에 대해서 승낙하지 아니 합니다.
- 이용계약 신청서의 내용을 허위로 기재한 경우
- 기타 규정한 제반사항을 위반하며 신청하는 경우
제 9 조 (회원 ID 부여 및 변경 등)
① 당 사이트는 이용고객에 대하여 약관에 정하는 바에 따라 자신이 선정한 회원 ID를 부여합니다.
② 회원 ID는 원칙적으로 변경이 불가하며 부득이한 사유로 인하여 변경 하고자 하는 경우에는 해당 ID를
해지하고 재가입해야 합니다.
③ 기타 회원 개인정보 관리 및 변경 등에 관한 사항은 서비스별 안내에 정하는 바에 의합니다.
제 3 장 계약 당사자의 의무
제 10 조 (KISTI의 의무)
① 당 사이트는 이용고객이 희망한 서비스 제공 개시일에 특별한 사정이 없는 한 서비스를 이용할 수 있도록
하여야 합니다.
② 당 사이트는 개인정보 보호를 위해 보안시스템을 구축하며 개인정보 보호정책을 공시하고 준수합니다.
③ 당 사이트는 회원으로부터 제기되는 의견이나 불만이 정당하다고 객관적으로 인정될 경우에는 적절한 절차를
거쳐 즉시 처리하여야 합니다. 다만, 즉시 처리가 곤란한 경우는 회원에게 그 사유와 처리일정을 통보하여야
합니다.
제 11 조 (회원의 의무)
① 이용자는 회원가입 신청 또는 회원정보 변경 시 실명으로 모든 사항을 사실에 근거하여 작성하여야 하며,
허위 또는 타인의 정보를 등록할 경우 일체의 권리를 주장할 수 없습니다.
② 당 사이트가 관계법령 및 개인정보 보호정책에 의거하여 그 책임을 지는 경우를 제외하고 회원에게 부여된
ID의 비밀번호 관리소홀, 부정사용에 의하여 발생하는 모든 결과에 대한 책임은 회원에게 있습니다.
③ 회원은 당 사이트 및 제 3자의 지적 재산권을 침해해서는 안 됩니다.
제 4 장 서비스의 이용
제 12 조 (서비스 이용 시간)
① 서비스 이용은 당 사이트의 업무상 또는 기술상 특별한 지장이 없는 한 연중무휴, 1일 24시간 운영을
원칙으로 합니다. 단, 당 사이트는 시스템 정기점검, 증설 및 교체를 위해 당 사이트가 정한 날이나 시간에
서비스를 일시 중단할 수 있으며, 예정되어 있는 작업으로 인한 서비스 일시중단은 당 사이트 홈페이지를
통해 사전에 공지합니다.
② 당 사이트는 서비스를 특정범위로 분할하여 각 범위별로 이용가능시간을 별도로 지정할 수 있습니다. 다만
이 경우 그 내용을 공지합니다.
제 13 조 (홈페이지 저작권)
① NDSL에서 제공하는 모든 저작물의 저작권은 원저작자에게 있으며, KISTI는 복제/배포/전송권을 확보하고
있습니다.
② NDSL에서 제공하는 콘텐츠를 상업적 및 기타 영리목적으로 복제/배포/전송할 경우 사전에 KISTI의 허락을
받아야 합니다.
③ NDSL에서 제공하는 콘텐츠를 보도, 비평, 교육, 연구 등을 위하여 정당한 범위 안에서 공정한 관행에
합치되게 인용할 수 있습니다.
④ NDSL에서 제공하는 콘텐츠를 무단 복제, 전송, 배포 기타 저작권법에 위반되는 방법으로 이용할 경우
저작권법 제136조에 따라 5년 이하의 징역 또는 5천만 원 이하의 벌금에 처해질 수 있습니다.
제 14 조 (유료서비스)
① 당 사이트 및 협력기관이 정한 유료서비스(원문복사 등)는 별도로 정해진 바에 따르며, 변경사항은 시행 전에
당 사이트 홈페이지를 통하여 회원에게 공지합니다.
② 유료서비스를 이용하려는 회원은 정해진 요금체계에 따라 요금을 납부해야 합니다.
제 5 장 계약 해지 및 이용 제한
제 15 조 (계약 해지)
회원이 이용계약을 해지하고자 하는 때에는 [가입해지] 메뉴를 이용해 직접 해지해야 합니다.
제 16 조 (서비스 이용제한)
① 당 사이트는 회원이 서비스 이용내용에 있어서 본 약관 제 11조 내용을 위반하거나, 다음 각 호에 해당하는
경우 서비스 이용을 제한할 수 있습니다.
- 2년 이상 서비스를 이용한 적이 없는 경우
- 기타 정상적인 서비스 운영에 방해가 될 경우
② 상기 이용제한 규정에 따라 서비스를 이용하는 회원에게 서비스 이용에 대하여 별도 공지 없이 서비스 이용의
일시정지, 이용계약 해지 할 수 있습니다.
제 17 조 (전자우편주소 수집 금지)
회원은 전자우편주소 추출기 등을 이용하여 전자우편주소를 수집 또는 제3자에게 제공할 수 없습니다.
제 6 장 손해배상 및 기타사항
제 18 조 (손해배상)
당 사이트는 무료로 제공되는 서비스와 관련하여 회원에게 어떠한 손해가 발생하더라도 당 사이트가 고의 또는 과실로 인한 손해발생을 제외하고는 이에 대하여 책임을 부담하지 아니합니다.
제 19 조 (관할 법원)
서비스 이용으로 발생한 분쟁에 대해 소송이 제기되는 경우 민사 소송법상의 관할 법원에 제기합니다.
[부 칙]
1. (시행일) 이 약관은 2016년 9월 5일부터 적용되며, 종전 약관은 본 약관으로 대체되며, 개정된 약관의 적용일 이전 가입자도 개정된 약관의 적용을 받습니다.