Research Papers : Effect of Individual Differences on Online Review Perception and Usage Behavior: The Need for Cognitive Closure and Demographics
분야
자연과학 > 가정
저자
( Yoon Jin Ma ) , ( Hahn Kim ) , ( Hyun Hwa Lee )
발행기관
한국의류학회
간행물정보
한국의류학회지 2012년, 제36권 제12호, 1270~1284페이지(총15페이지)
파일형식
02806083.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    This article examines how individual differences on the need for cognitive closure and demographics influence consumer perception and the usage of consumer reviews in online shopping. Data were randomly collected from 2,381 U.S. online consumer review users through an online survey. The findings from multiple regression analyses revealed the different effects of the need for cognitive closure dimensions (i.e., preference for order and structure, preference for predictability, discomfort with ambiguity, closed-mindedness, and decisiveness) and demographic characteristics on consumer attitudes, perceived online review influence, benefits, persuasiveness, and review usage behavior. Finally, practical implications and prospects for future research are discussed.
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