패션제품 블로그 리뷰를 통한 온라인 구정효과에 대한 연구 -계획된 행동이론을 중심으로-
분야
자연과학 > 가정
저자
권수경 ( Su Kyung Kwon ) , 김선희 ( Sun Hee Kim )
발행기관
복식문화학회
간행물정보
복식문화연구 2013년, 제21권 제4호, 478~493페이지(총16페이지)
파일형식
0b501913.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/ positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/ negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type I and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention. and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.
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