제품 리뷰의 콘텐츠 특성이 구매 및 구전 확산에 미치는 영향

The Effectiveness of Media Types for Product Review for Customer Purchase and Word-of-Mouth Diffusion

Purpose– The purpose of this study is determining the effectiveness of text, picture, and video word-of-mouth diffusion in the online environment. Also, this study examines the impact of antecedents of eWOM and media characteristics. Design/methodology/approach–This study conducted an experiment for three different media contents in Korea. Data was collected with experimental setting and survey items. Exploratory factor analysis (EFA), ANOVA and the Structural equation modeling (SEM) were employed in order to analyze the data. Findings–Results showed that eWOM, vividness, neutrality, and usefulness have a significant impact on purchase intention. Moreover, eWOM, vividness, neutrality, usefulness, and reliability have a significant impact on word of mouth intention. Lastly, we confirmed that the effect of the eWOM type of diffusion is different. The photo eWOM is more influential than the text eWOM, and the video eWOM is more influential than the photo eWOM. Research implications or Originality– Although previous studies used the survey method, this study developed three different group experiments. Practical implications include making it possible for firm managers to develop specific market strategies related to social media environment.