Journal of the Korean Institute of Plant Engineering (대한설비관리학회지)

The Korean Institute of Plant Engineering (대한설비관리학회)
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A Study on the Effect of Online Word of Mouth Characteristics on Acceptance and Diffusion : Focusing on Information Acceptance Patterns

온라인 구전정보특성이 구전수용과 확산에 미치는 영향 : 소바자 정보수용유형을 중심으로

  • Received : 2015.11.25
  • Accepted : 2015.12.14
  • Published : 2015.12.30
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Abstract

Recently internet is rapidly spreading and genernlized. And due to the growing popularity of the Internet, Online WOM(Word Of Mouth) have been playing an important role as a critical factor in evaluating product features. Therefore, many firms are taking advantage of online consumer review as a new marketing tool. The purpose of this study was to clarify the impact of Online WOM's information characteristics(consensus, vividness, community interaction) on WOM acceptance and diffusion focusing on technology acceptance pattern of Rogers(innovators, early Adopters, early Majority). As the result of analyses, it has been found out that consensus, vividness, community interaction of Online WOM's information characteristics affect WOM acceptance and diffusion and WOM acceptance effect on diffusion. Lastly, there is a difference depending acceptance pattern of customer.

Keywords

Acknowledgement

Supported by : Kyonggi University

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