Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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A Study on Antecedents of WOM in the Context of Internet E-Commerce

인터넷 전자상거래 환경에서의 구전효과의 선행 요인에 관한 연구

  • 조현 (동아대학교 경영정보학과) ;
  • 이정민 (경희대학교 대학원 경영컨설팅학과, 한국 마이크로 소프트)
  • Received : 2013.04.27
  • Accepted : 2013.06.10
  • Published : 2013.06.30
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Abstract

E-commerce market has been increasing rapidly, which reflects the convenience and economic benefits associated with its usage. Unlike the traditional markets, WOM (Word-of-Mouth) becomes more important because e-commerce consumers can't experience the real product in the purchase decision-making process. In this regard, identifying the influencing factors to WOM of internet e-commerce site is very important. In this paper, we aim to examine the effects of perceived and individual variables on WOM in the context of internet e-commerce site. In order to analyze the antecedents, we selected perceived and individual factors such as regret tendency scale, prior knowledge and merchandise attractiveness. In addition, we examined the role of gender as dummy and moderating variable. For empirical analysis, we surveyed real users of internet e-commerce site. As a result, all antecedents showed significant influence on WOM except regret tendency scale. Among the variables, the merchandise attractiveness has top standardized coefficient. Gender plays a role as moderating variable when only interacting with regret tendency scale. The results of this research can be useful guidelines for internet e-commerce providers.

Keywords

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