객관적 메시지와 온라인 동질성이 온라인 구전의 수용에 미치는 영향에 관한 연구

The Effects of Online Homophily and Objective Message on The Acceptance of Word-of-mouth Information

Previous research on the topic mostly considered consensus, vividness, and interactive communication cause-and-effect factors of online word-of-mouth acceptance and shed light on how these elements affect credibility. In this paper, we empirically investigate whether expertise that were established online would, as an independent variable, significantly influence positive acceptance of word-of-mouth through credibility, a mediator. According to preceding studies, online homophily is very likely to influence acceptance of wordof- mouth credibility. The purpose of our study is to employ online objective message and homophily, both cause-and-effect factors, as moderating variables and prove how they affect other variables; previous research did not consider the effect of expertise and instead focused on network cause-and-effect factors as moderating variables. Therefore, this article reveals how the online word-of-mouth cause-and-effect factors outlined above affect the acceptance of undocumented news through expertise and credibility, compared to existing research. The article contains three findings: first, our study reveals that online expertise, an independent variable, is likely to influence credibility. Second, credibility has a significant impact on acceptance of word-of-mouth. Third, objective message serves as moderating elements in the relation of expertise and credibility whereas online homophily has a moderating effect on both credibility and acceptance of word-of-mouth.