중국 소비자의 온라인 구전 특성이 제품이미지와 구매의도에 미치는 영향

Abstract

The purpose of this study is to investigate the impact of perceived online word-of-mouth to product image and purchasing intention, as well as to demonstrate the moderating effects of involvement and customers' demographics. On the basis of literature review, there are some hypotheses to achieve research goals. the characteristics of on-line WOM had a positive(+) effect on product image. the consensus of on-line WOM had a positive(+) effect on product image. the accuracy of on-line WOM had a positive(+) effect on product image. the vividness of on-line WOM had a positive(+) effect on product image. the timeliness of on-line WOM had a positive(+) effect on product image. the playfulness of on-line WOM had a positive(+) effect on product image. the product image had a positive(+) effect on purchasing intention. the characteristics of on-line WOM had a positive(+) effect on purchasing intention. moderating effect of the involvement the relationship between characteristics of on-line WOM and product image. The data was collected from 350 Chinese during from 8th February to 28th February. In the analysis, 288 data was valid to achieve it. The results of the research are as follows. First, characteristics of on-line WOM was positively associated with product image. In detail, all constructs of on-line WOM(consensus, vividness, playfulness) had positive effects to product image as expected. It means that consumers who purchase food through internet in China, significantly consider consensus, vividness, and playfulness when they buy Korean food. Accordingly, stories from which consumers who have already experience, is crucial factor, companies need to manage the story actively. Second, product image had a positive effect on purchasing intention. When the chinese consumers want to buy Korean food, product image had a positive effect on purchasing intention. Now many Korean brands have already penetrated in Chinese internet market, and that market has expanded the territory with fierce competition. As a result, companies which want to take market share in this area, should focus on build up the positive products image so as to take a competitive advantage in the market. Third, the characteristics of on-line WOM had a positive(+) effect on purchasing intention. Sub-concepts of on-line WOM(consensus, vividness, playfulness) had positive effects to purchasing intention. That means that the consumers, who utilize internet when they desire to purchase Korean food in China, are tendency to take a consider on consensus, vividness, and playfulness. So interesting content or stimulate curiosity for Chinese consumers need to raise more. Fourth, the moderating effect of the involvement in the relationship between accuracy of on-line WOM and product image was proved. And the moderating effect of the involvement in the relationship between timeliness of on-line WOM and product image was significant.