SNS 환경 하에서 하이테크 제품에 대한 구전정보의 특성이 구전효과에 미치는 영향

Abstract

This study was intended to identify the effect of WOM information characteristics(information vividness, tie strength and trust tendency) on WOM influence(information acceptance intension and Re-WOM intension) about High-Tech Product under SNS Environment, in addition, to reveal whether or not information directionality moderates the relationship between information vividness and information acceptance intension. The main results of this research are as follow: First, under the SNS environment, it was shown that information vividness affected information acceptance intension positively. Second, it was shown that tie strength between information sender and receiver affected information acceptance intension positively. Third, it was shown that receiver trust tendency affected information acceptance intension positively. Fourth, it was shown that information directionality moderated the relationship between information vividness and information acceptance intension, especially the negative information affected the relationship more strongly than the positive information. Fifth, it was shown that information acceptance intension affected Re-WOM intension positively. Finally, the implications of these findings and the future research directions are discussed.