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온라인 상품정보의 특성이 온라인 구전효과에 미치는 영향에 관한 연구
양한빈(Hanbin Yang),서상윤(Sangyun Seo),남양호(Yangho Nam),이훈영(Hoonyoung Lee) 한국인터넷전자상거래학회 2011 인터넷전자상거래연구 Vol.11 No.1
This study examined the effect of information characteristics as extension of previous research on the redefined online word of mouth; purchasing intention, information usefulness, word of mouth intention, product image. And this research also investigate the mediation effect of product involvement and trust propensity on relation between information characteristics and word of mouth. This study show that the information characteristics to have an effect on word of mouth are different. And this result differ from the previous research result. Also the product involvement and trust propensity mediate the effect of the information characteristics on word of mouth : purchasing intention, information usefulness, word of mouth intention, product image.