earticle

영어

This study notes the growing importance of information usefulness and curiosity affecting word of mouth activity under new product preannouncing context. Plenty of previous researches considered information usefulness as giving an effect to word of mouth activity of a new product. However, little research has been conducted to understand how information usefulness and curiosity affects word of mouth under preannounced context. The current work presents and identify how to communicate in an online community on preannounced new products, and test information usefulness that influences social influence, and test curiosity that directly influences word of mouth activity. Proposed model was tested and the result supports our hypothesis that information usefulness affects internalization and conformity and curiosity directly affects word of mouth activity.