제품 관련 온라인 구전(e-WOM)의 효과: 방향성, 유용성, 상호작용 성향(IR)의 역할

초록

This study investigated the influences of message direction, perceived usefulness and Interaction Readiness (IR) on the adoption and dissemination of e-WOM messages. Critically, the current study emphasized the effectiveness of eWOM with two different venues: adoption and dissemination. The experimental study with 186 college students was conducted by manipulating four eWOM messages. The result supports the interaction effect of direction and usefulness on the dissemination effect. The IR was supported to moderate the causal relationship between the usefulness and dissemination effect. Additionally, message credibility and dissemination effect was positively correlated with each other. Based on these findings, the eWOM dissemnation can be varied by direction, usefulness and IR. Several academic and practical implications are yielded accordingly.

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