무슬림 소비자의 라이프스타일에 따른 정보원천 유형과 온라인 구전 수용 차이에 관한 연구

An Effect of Muslim Consumers’ Lifestyle on Information Source Type and eWOM Adoption

Despite the growing importance of Muslim consumers who can easily access the virtual world with a wide range of IT devices, there have been too few scientific studies on the Muslim consumer lifestyle and Muslim consumers’ eWOM communication. Therefore, the purpose of this study is (1) to investigate the lifestyle of Muslim consumers through the convenience sampling of 291 samples in Korea and Indonesia, (2) to explore Muslim consumers’ information source choice behavior by classifying market and consumer generated information sources, and (3) to examine the differences in eWOM adoption. The major findings of this study are as follows. First, Muslim consumers were classified into 4 clusters. Second, each segment was significantly different from the type of information source. Third, there was no significant difference of eWOM adoption by the typology of lifestyle. The results of this study will provide significant insights for Muslim consumer information providers such as marketers and the governors into effective communication strategies aimed at Muslim consumers.