초록 열기/닫기 버튼
This study aims to analyze the effect of product information quality and source credibility on product arousal in fresh food website. Despite fresh food websites are selling products with various feature, prior studies have focused on consumer behavior for fresh food website characteristics or specific products without considering the feature of the products. Consumers' attitudes, beliefs, and behaviors vary depending on the feature of the product. In other words, depending on the category of product, the decision making process that consumers purchase products can be differ. So, we classify products considering the feature of these products to examine the effect of information quality and source credibility on product arousal into experience goods and search goods. We surveyed 288 consumers having experience of purchase in fresh food website and verified the hypothesis through One-way ANOVA by classifying the information quality and the source credibility as high level and low level. As a result, there was a difference in product arousal according to the product information quality level and the source credibility level for each product category exposed to the fresh food website. In experience goods, source credibility have a more important effect on product arousal than product information quality, and in search goods, product information quality have a more important effect on product arousal than source credibility.
