온라인구전 메시지의 특성요인이 온라인 구전의 수용에 미치는 영향

Effects of eWom Message Characteristics on the Adoption of eWom

Previous studies investigated how each consensus, and vividness as online word of mouth (WOM) cause-and-effect can influence on the adoption of credibility and WOM. However, this research empirically sheds light on how consensus that is one of the message’s cause-and-effects as an independent variable affects on credibility through expertise, mediator, and how vividness and polarity impact on significantly adoption of WOM. Existing online WOM studies did not take into account expertise’s mediated effect in terms of correlations between message characteristics and reliability whereas only focused on precedent and following variables. However, this research s contributions are focusing on expertise’s mediated effect in light of correlations between consensus and credibility, and empirically suggesting how message’s cause-and-effect influences on significantly consequence variables. Therefore, this article tries to reveal how consensus impacts on credibility through expertise, mediator with regard to online WOM cause-and-effect compared to previous studies. In addition, I empirically investigate whether or not vividness and polarity that were considered as consequence variables in existing studies significantly influence on the adoption of WOM as precedent variables of the adoption of WOM. This article suggests three findings. First, I could identify whether or not consensus significantly impacts on expertise as an independent variable. Second, through investigating expertise’s mediated effect, consensus is significantly likely to effect on reliability by means of expertise. Third, vividness and polarity as independent variables are significant as well, and expertise is likely to positively impact on credibility and credibility also influence on positively the adoption of WOM respectively. Lastly, this article indicates theoretical and practical findings, and discusses limitations for future research.