온라인 구전정보 품질에 따른 이용자들의 소비행동 방향성에 관한 연구

Consumer Behavior Direction Relative to Online WOM Information Quality

This study proposes a research model to examine how WOM information is formed online and in detail, and to demonstrate users’ direction of consumption behavior. For this purpose, this study presented the factors that allow user evaluation of online WOM information according to the characteristics of the online environment. In addition, this study examined consumption behavior direction by assessing user attitude toward acceptance and evaluation of web site. Moreover, this study was able to derive specific implications for each user group by comparing and analyzing the evaluation of WOM information according to the level of involvement of users. Results confirmed that web site overflow has a strong influence on the trustworthiness and skepticism of with respect to the online WOM information. Also, it was verified that skepticism of with respect to online WOM information has a stronger effect on user consumption behavior direction than trustworthiness.