Along with the rapid development of the Internet and online transaction, the Internet has been receiving a spotlight as one of the important communication channels. This has even increased influence of the online communication, called e-WOM. There have been many different forms of online communicati...
Along with the rapid development of the Internet and online transaction, the Internet has been receiving a spotlight as one of the important communication channels. This has even increased influence of the online communication, called e-WOM. There have been many different forms of online communication but still, the most common type of all is reviews posted online by consumers. Recently, the reviews that the consumers have freely written about their ideas regarding products are being highly recognized as the most popular e-WOM. For this reason, in the study, valence and attributes of online reviews, which are, the other words, effect of the online reviews according to features of the online reviews, were examined. For this, the online brand community type and self-monitoring have been studied first to see if they would actually have an influence on the concerned matter. For the online reviews’ influence, the study investigated message usefulness and attitudes towards the product in an aspect of review information acceptance. People who would read reviews before making a purchase via online were selected for the research and 480 people in total were used. The results were analyzed by SPSS 18.0 and for experimentations on Online Reviews(positive+objective, positive+subjective, negative+objective, negative+subjective), Online Brand Community(marketer-generated ,consumer-generated) and self-monitoring(high,low), 4×2×2 NANOVA analysis was conducted. The followings are the results. First, the online reviews appeared to have the highest influence on the message usefulness from the reviews of negative+objective. The influence on the attitudes towards the product was considered to be high with the positive+reviews and, the reviews of positivity+objectivity and positivity+subjectivity have not significantly. Second, for a research on the online brand community type and the self-monitoring it has been carried out with two different categories which were marketer-generated and consumer-generated. After an examination, monitoring effect was observed. For the message usefulness, the reviews of the negativity&objectivity posted in the consumer-generated online brand community turned out to be most reliable. In terms of the attitudes towards the product, it was learned that the reviews of the positivity&objectivity posted in the marketer-generated community have been highest. Third, to understand self-monitoring, the subjects were divided into a group of high self-monitoring and another group of low self-monitoring. Only the attitudes towards the product has been proved significantly. Based on what has been acquired above, the study proposed practical marketing implications, research limits and suggestions for a follow-up study.
Along with the rapid development of the Internet and online transaction, the Internet has been receiving a spotlight as one of the important communication channels. This has even increased influence of the online communication, called e-WOM. There have been many different forms of online communication but still, the most common type of all is reviews posted online by consumers. Recently, the reviews that the consumers have freely written about their ideas regarding products are being highly recognized as the most popular e-WOM. For this reason, in the study, valence and attributes of online reviews, which are, the other words, effect of the online reviews according to features of the online reviews, were examined. For this, the online brand community type and self-monitoring have been studied first to see if they would actually have an influence on the concerned matter. For the online reviews’ influence, the study investigated message usefulness and attitudes towards the product in an aspect of review information acceptance. People who would read reviews before making a purchase via online were selected for the research and 480 people in total were used. The results were analyzed by SPSS 18.0 and for experimentations on Online Reviews(positive+objective, positive+subjective, negative+objective, negative+subjective), Online Brand Community(marketer-generated ,consumer-generated) and self-monitoring(high,low), 4×2×2 NANOVA analysis was conducted. The followings are the results. First, the online reviews appeared to have the highest influence on the message usefulness from the reviews of negative+objective. The influence on the attitudes towards the product was considered to be high with the positive+reviews and, the reviews of positivity+objectivity and positivity+subjectivity have not significantly. Second, for a research on the online brand community type and the self-monitoring it has been carried out with two different categories which were marketer-generated and consumer-generated. After an examination, monitoring effect was observed. For the message usefulness, the reviews of the negativity&objectivity posted in the consumer-generated online brand community turned out to be most reliable. In terms of the attitudes towards the product, it was learned that the reviews of the positivity&objectivity posted in the marketer-generated community have been highest. Third, to understand self-monitoring, the subjects were divided into a group of high self-monitoring and another group of low self-monitoring. Only the attitudes towards the product has been proved significantly. Based on what has been acquired above, the study proposed practical marketing implications, research limits and suggestions for a follow-up study.
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