제품 속성별 온라인 구전의 방향성이 중국 소비자의 구매의도에 미치는 영향

Abstract

Consumer's lifestyle is rapidly changing as the Internet penetrates consumer market place with various application platforms. Consumers are quickly adopting online shopping mode and consequently influenced by online word-of-mouth. Chinese consumers are increasingly using online shopping platform and actively involved in online consumption activities, including online word-of-mouth. However, the relationship between online word-of-mouth and consumers' online shopping behavior needs to be explored. This study attempts to elicit; 1) how positive & negative online word-of-mouth messages affect consumers' purchase intention when they are framed in four categories(i.e. price, quality, emotion, brand); 2) moderating role of product categories(i.e. search/experience/credence goods); and 3) moderating role of consumer product knowledge. Findings suggest that positive and negative online word-of-mouth messages influence consumer's choice behavior differentially when the messages focus on different issues. Also, product categories and consumer product knowledge were found to have moderating role on the relationship between the online word-of-mouth message and consumers' online choice behavior.