초록 열기/닫기 버튼
This study investigates the relationships between perceived information characteristics of negative online message and the intention of WOM(Words-of-Month). Furthermore, we try to consider the moderating effect of prior perceived risk towards 'electromagnetic waves' of smartphones. Consumers are exposed to the influences of WOM from various information sources, and those influencers recently move to online space with explosive growth of SNS(Socal Network Services). Negative message has been identified as stronger than positive information, and firms will be in danger when it spreads through the SNS by the influencers with the intension of WOM diffusion. Information characteristics have been recognized as main causes to affect the WON diffusion, and we focus perceived usefulness, perceived reliability and perceived salience as the sub-dimension of Information characteristics. Empirical analyses based on 296 respondents were conducted, and the result shows that perceived usefulness, perceived reliability and perceived salience have significant effects on intention of WOM. Also the moderating effects of prior perceived risk were identified for perceived reliability and perceived salience with no influence for perceived usefulness.
