earticle

영어

Open market is growing rapidly every year and web of mouth is becoming an important issue due to the characteristics of online shopping. Research has shown the importance of consumer word of mouth in the formation of attitudes, in a purchase decision-making context and in the reduction of risk associated with buying decisions. Scholars agree that WOM is especially critical for the success of service providers. The purpose of this study is to investigate the effect of customer review on purchase intention in open market of online shopping. Customer reviews of open market are composed of contents’ characteristics, direction of positive and negative, type of expertise, credibility, and similarity. The results show that there are significant differences on purchase intention by contents’ characteristics and direction of customer reviews. It is identified that significant differences on type of expertise, credibility, and similarity by contents’ characteristics and direction of customer reviews. Also, expertise, credibility, and similarity of objective and positive customer reviews affect significantly purchase intention. If the contents of customer reviews are objective and positive, expertise, credibility, and similarity of it affect significantly purchase intention.

한국어

2008년도 우리나라 전자상거래 총 거래액은 629조 9,670억원으로 전년에 비해 113조 4,530억원(22.0%) 증가하였다(통계청, 2009). 2004년 후반 오픈마켓이 본격적으로 활성화 되기 시작하면서 이러한 증가 현상이 더욱 두드러졌으며 최근 오픈마켓이 전체 인터넷 쇼핑몰에서 차지하는 거래 비중이 인터넷 종합쇼핑몰의 거래규모를 추월하고 있다(한국온라인쇼핑업회, 2008). 정보통신정책연구원의 자료에 따르면, 오픈마켓은 지난해 8조 2,200억원 규모로 성장하여 전체 온라인 쇼핑몰 거래액 중 40% 이상의 수익을 차지하며 할인점, 백화점에 이은 3대 시장으로 자리를 굳혔고 2012년까지는 전체 시장의 60%인 20조원의 거대 시장으로 성장할 것으로 전망하고 있다.