The Influence of the Direction of Online Word-of-Mouth Information On Usefulness of Information and Purchase Intention : Focusing on Moderating Effect Involvement

The purpose of this research is to investigate the influence of the direction of online word-of-mouth information on usefulness of information and purchase intention. The survey was given to 20's∼ 30's consumers in Jeju, who are expected to use Internet frequently and easily. These people are also expected to be more familiar with e-commerce. In this study, 2x2 factorial design method was used. So, Four different kinds of survey was given in random. To investigate hypothesis, SPSS 18 for window is used. Our research suggests that when purchasing a product(high involvement and low involvement), which information is more useful.