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학술저널

온라인 구전 정보의 내재적·외재적 동의성이 온라인 구전 정보의 수용에 미치는 영향

The Effect of Intrinsic Consensus And Extrinsic Consensus Within eWom on Adoption of Word-of-Mouth

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Previous research on eWom shed light on how consensus, vividness, and interactions within community as precedent variables of eWom influence credibility and adaption of Wom respectively. This article empirically investigates how intrinsic consensus, an independent variable, is positively likely to effect creativity through expertise and how extrinsic consensus of external information is positively likely to influence creativity. In addition, the article reveals that creativity is significantly likely to effect adoption of Wom on the basis of previous findings. In terms of correlations between consensus and credibility, existing studies of eWom do not categorize consensus as intrinsic and extrinsic but instead empirically reveal cause-and-effect relations between consensus and credibility. The purpose of this research is to categorize external and internal consensus as precedent variables of consensus and then empirically indicate cause and effect between credibility and consensus. Therefore, unlike previous research, we investigate how extrinsic and intrinsic consensus, precedent variables of eWom, influence adoption of word-of-mouth through expertise and credibility. Our findings are that intrinsic consensus, an independent variable, has a significant effect on expertise. In addition, extrinsic consensus significantly influences credibility while expertise is likely to effect credibility as well. Furthermore, our findings follow previous empirical results of studies examining credibility and its influence on adoption of word-of-mouth. Finally, this article not only studies theoretical and practical implications but discusses limits and offers suggestions for future research.

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설 설정

Ⅲ. 연구모형 및 연구가설

Ⅳ. 연구방법

Ⅴ. 연구 결과

Ⅵ. 결론 및 논의

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