온라인 구전정보의 방향성이 정보의 유용성과 구매의도에 미치는 영향

Abstract

The survey conducted by the Korea National Statistical Office in 2014 shows that approximately 45 trillion KRW was spent on electronic commerce in the year of 2014. The total amount of the first quarter of 2013 was almost 13 trillion KRW, which increased by 20.1%, and the figure grows year by year. As the cyber shopping grows quickly, overseas direct purchase has become a big trend. The Korea Customs Service stated that the market of direct overseas purchase last year was about the size of 2 trillion KRW. This figure shows that it has grown 48.5% more from 2013, and it is expected to reach over 8 trillion KRW by the time of 2018. As days go by, e-commerce is sharply increasing and direct oversea purchase is still hot. However, E-commerce is growing fast and big, and overseas direct purchase is still the hot trend. However, many problems arise in e-commerce and overseas direct purchase. In avoiding the problems, online WOM from other customers, such as the reviews and comments can be helpful. This study is to sort out positive WOM and two-sided WOM from online WOM and find out whichtype of WOM is useful and what impact it has on the purchase intention. The study also worked on verifying the moderating effect of involvement to find out what differences would come out depending on product. The survey was given to 20's∼30's consumers in Jeju, who are expected to use Internet frequently and easily. These people are also expected to be more familiar with e-commerce. In this study, 2x2 factorial design method was used. So, Four different kinds of survey was given in random. Specifically, Survey A was exposed to positive WOM about high involvement product(notebook). Survey B was exposed to two-sided WOM about high involvement product(notebook). Survey C was exposed to positive WOM about low involvement product(USB memory). Survey D was exposed to two-sided WOM about low inovolvement product(USB memory). Notebook and USB memory were used in the survey because those two products are considered as the most familiar product in subjects. The results of the research can be summarized as follows: First, Usefulness of information in a group exposed to two-sided WOM is bigger than in a group exposed to positive WOM. Second, Purchase intention in a group exposed to positive WOM is bigger than in a group exposed to two-sided WOM. Third, Usefulness of information have a positive(+) effect on purchasing intention. Finally, Product involvement dosen't acted as a moderating variable. However, interesting results are proved. In high inovolvement, two-sided WOM is more useful than positive WOM, but in low involvement, there is no difference between the usefulness of information two-sided WOM and positive WOM. In high involvement, there is no difference between the purchase intention of consumers with positive WOM and the ones with two-sided WOM. However, in low involvement, the purchase intention is more influenced by positive WOM than two-sided WOM. Through the study,various implication like below are suggested. First, consumers find two-sided WOM more helpful than positive WOM as the former gives the information on pros and cons of the product while the latter tells only about the disadvantage. Second, despite that the usefulness of the information of positive WOM is not as useful as that of two-sided WOM, it still has a great impact on purchase intention. Third, two-sided online WOM is thought to be more useful than positive online WOM, however, the usefulness is not a great factor in purchase intention. Fourth, when it comes to low involvement product family and there is no difference between the usefulness of two-sided WOM and positive WOM, rather, purchase intention is subject more to positive WOM than to two-sided WOM. Fifth, as for high involvement product family, two-sided WOM has greater power than positive WOM, and there is no difference between the purchase intention of consumers with positive WOM and the ones with two-sided WOM. In the sixth place, the involvement does not have moderating effect on how positive online WOM affects both information usefulness and the purchase intention.