earticle

영어

This study aimed to the effects of shopping orientation on the trust in HMR products and the effects of the satisfaction with HMR in between the trust in products and WOM among undergraduates who have little repulsion against HMR items. As results, reasonable/hedonic orientation has positive influence on trust, respectively. Satisfaction was moderated between trust and WOM intention. And trust has full-mediated between reasonable/hedonic orientation and word-of-mouth intention, respectively. These findings suggest that it is more effective for companies to offer well-made HMR products than low-priced products, and it is necessary to provide some personal experience such as fun or positive factors in relation to purchasing HMR products. And concerning the moderation effects, corporate strategies need be diversified so as to exert some primacy effects on undergraduates when launching initial products and to form some rapport.