earticle

논문검색

Session F - 기획세션 : 김재전 교수 퇴임세션, 좌장 : 권영옥(숙명여자대학교)

중국 위챗(WeChat)기반 소셜커머스에서 구전정보 신뢰성의 결정요인 : 휴리스틱-체계적(HSM) 모형의 적용

초록

영어

Along with the growth of Internet and SNS based social commerce, online consumer reviews have become an important source of information that assists consumers to make purchase decision. However, theoretical development and empirical testing in this area of research are still limited, which greatly hinder us from understanding the influence of eWOM Drawing upon the heuristic–systematic model from the literature of dual-process theories, we develop a research model to identify factors that are important to consumers' eWOM credibility, and examine that consumer’s eWOM credibility as a key determinant of purchase decision-making and eWOM intention. The model is empirically tested with 493 users of WeChat. We find that argument quality of eWOM (systematic factor) has a significant effect on eWOM credibility. In addition, we find that source credibility and perceived quantity of eWOM (heuristic factors) have direct impacts on eWOM credibility. and purchase intnetion and eWOM intention are positively influenced by eWOM credibility. Finally, The two heuristic factors further demonstrate positive influences on argument quality. This result is consistent with the proposition of bias effect in the heuristic–systematic model, which elucidates the interrelationship between heuristic and systematic factors. Based on the findings, we discuss implications for both researchers and practitioners.

목차

Abstract
 서론
 문헌연구
  중국 WeChat기반 소셜커머스
  구전정보(eWOM)
  휴리스틱-체계적모델
  구전정보신뢰성
 연구모형 및 연구가설
  논거의질과 구전정보신뢰성의 관계
  제공자신뢰성과 구전정보신뢰성의 관계
  구전정보 일관성(eWOM Consistency)과 구전정보신뢰성의 관계
  구정정보신뢰성과 구매 및 구전의도의 관계
 참고문헌

저자정보

  • Min Qu 전남대학교
  • 김재전 전남대학교

참고문헌

자료제공 : 네이버학술정보

    함께 이용한 논문

      ※ 기관로그인 시 무료 이용이 가능합니다.

      • 4,800원

      0개의 논문이 장바구니에 담겼습니다.