1 Park, D.H., "eWOM overload and its effect on consumer behavioral intention depending on consumer involvement" 7 (7): 386-398, 2008
2 Buttle, F.A., "Word of mouth: Understanding and managing referral marketing" 6 (6): 241-254, 1998
3 Liu, Y., "Word of mouth for movies: Its dynamics and impact on box office revenue" 70 (70): 74-89, 2006
4 Ree, M.J., "Why review books?" 28 (28): 71-72, 2003
5 Godes, D., "Using Online Conversations to Study Word-of-Mouth Communication" 23 (23): 545-560, 2004
6 Furnham, A., "Tolerance of Ambiguity: a Review of the Concept, its Measurement and Applications" 14 (14): 179-199, 1995
7 Griffith, D.A., "The role of interface in electronic commerce: consumer involvement with print versus on-line catalogs" 5 (5): 135-154, 2001
8 Chin, W.W., "The partial least squares approach to structural equation modelling. In: Modern Methods for Business Research" Lawrence Erlbaum Associates 1998
9 Lim, J.S., "The impact of inconsistent word of mouth on brand attitude" 6 : 262-270, 2005
10 Krugman, H., "The impact of advertising involvement" 30 (30): 583-596, 1966
1 Park, D.H., "eWOM overload and its effect on consumer behavioral intention depending on consumer involvement" 7 (7): 386-398, 2008
2 Buttle, F.A., "Word of mouth: Understanding and managing referral marketing" 6 (6): 241-254, 1998
3 Liu, Y., "Word of mouth for movies: Its dynamics and impact on box office revenue" 70 (70): 74-89, 2006
4 Ree, M.J., "Why review books?" 28 (28): 71-72, 2003
5 Godes, D., "Using Online Conversations to Study Word-of-Mouth Communication" 23 (23): 545-560, 2004
6 Furnham, A., "Tolerance of Ambiguity: a Review of the Concept, its Measurement and Applications" 14 (14): 179-199, 1995
7 Griffith, D.A., "The role of interface in electronic commerce: consumer involvement with print versus on-line catalogs" 5 (5): 135-154, 2001
8 Chin, W.W., "The partial least squares approach to structural equation modelling. In: Modern Methods for Business Research" Lawrence Erlbaum Associates 1998
9 Lim, J.S., "The impact of inconsistent word of mouth on brand attitude" 6 : 262-270, 2005
10 Krugman, H., "The impact of advertising involvement" 30 (30): 583-596, 1966
11 Chevalier, J.A., "The effect of word of mouth on sales: online book reviews" 43 (43): 345-354, 2006
12 Ying, H.L., "The effect of single-message single-source mixed word-of-mouth on product attitude and purchase intention" 19 (19): 75-86, 2007
13 Park, D.H., "The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement" 11 (11): 125-148, 2007
14 Lee, J., "The effect of negative online consumer reviews on product attitude: an information processing view" 7 (7): 341-352, 2008
15 Duan, W., "The dynamics of online word-of-mouth and product sales-An empirical investigation of the movie industry" 84 (84): 233-242, 2008
16 Blake, B.F., "The Effect of Intolerance of Ambiguity Upon Product Perceptions" 58 : 239-243, 1973
17 MacDonald, A.P., "Revised scale for ambiguity tolerance: Reliability and validity" 26 (26): 791-798, 1970
18 Zaichkowsky, J.L., "Research Notes: The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising" 23 (23): 59-70, 1994
19 Moon, B.J., "Relationships among Brand Equity Components: An Exploratory Study of the Moderating Role of Product Type" 20 (20): 98-109, 2010
20 Nunnally, J.C., "Psychometric Theory (2nd ed.)" McGraw-Hill 1978
21 Hu, N., "Overcoming the J-shaped distribution of product reviews" 52 (52): 144-147, 2009
22 Chatterjee, P., "Online reviews: Do consumers use them?" 28 (28): 129-133, 2001
23 Meyers-Levy, J., "Moderators of the impact of self-reference on persuasion" 22 (22): 408-423, 1996
24 Zaichkowsky, J.L., "Measuring the involvement construct" 12 (12): 341-352, 1985
25 Norton, R.W., "Measurement of Ambiguity Tolerance" 39 (39): 607-619, 1975
26 Mazaheri E., "Investigating the Moderating Impact of Hedonism on Online Consumer Behavior" 20 (20): 123-134, 2010
27 Budner, S., "Intolerance of ambiguity as a personality variable" 30 (30): 29-50, 1962
28 Park, C., "Information direction, website reputation and eWOM effect: a moderating role of product type" 62 (62): 61-67, 2009
29 Zhu, F., "Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics" 74 (74): 133-148, 2010
30 Lee, S.H., "How do online reviews affect purchasing intention?" 3 (3): 576-581, 2009
31 Doh, S.J., "How consumers evaluate eWOM (electronic word-of-mouth) messages" 12 (12): 193-197, 2009
32 Dellarocas, C., "Exploring the Value of Online Product Reviews in Forecasting Sales: The Case of Motion Pictures" 21 (21): 23-45, 2007
33 Grønhaug, K., "Exploring consumer complaining behavior: A model and some empirical results" 4 (4): 159-165, 1977
34 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981
35 Lin, T.M.Y., "Effect of Internet book reviews on purchase intention:A focus group study.Information Science & Library" 31 (31): 461-468, 2005
36 Duan, W., "Do online reviews matter?: An empirical investigation of panel data" 45 (45): 1007-1016, 2008
37 Hu, N., "Do online reviews affect product sales? The role of reviewer characteristics and temporal effects" 9 (9): 201-214, 2008
38 Hofstede, G., "Cultural dimensions in management and planning" 1 (1): 81-99, 1984
39 Nowlis, S.M., "Coping with ambivalence: the effect of removing a neutral option on consumer attitude and preference judgments" 29 (29): 319-334, 2002
40 Schiffman, L.G., "Consumer behavior" Prentice-Hall 2000
41 Assael, H., "Consumer Behavior and Marketing Action" Kent Publishing Company 1987
42 Petty, R.E., "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement" 10 (10): 135-146, 1983
43 Lin, T.M.Y., "An experimental design approach to investigating the relationship between Internet book reviews and purchase intention" 29 (29): 397-415, 2007
44 Han, S.L., "A Study on the Antecedents and Outcomes of E-Trust" 17 (17): 101-122, 2007
45 Park, J.W., "A Study on Consumer Purchase Intention Using a Flow" 12 (12): 1-22, 2002
46 Ko, E., "A Cross Cultural Study of Antecedents of Purchase Intention for Sports Shoes in Korea and China" 18 (18): 157-177, 2008