Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Empirical Validation for the Effects of Perceived Characteristics of Online Product Message on Persuasion

온라인 제품정보 특성이 정보의 설득효과에 미치는 영향에 관한 실증적 연구

  • Lim, Sang-Hyun (Department of Business Adminstration, Sejong University) ;
  • Kim, Jeong-Wook (Department of Business Adminstration, Sejong University)
  • Published : 2009.03.31
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Abstract

This research is an empirical study to analyze the factors that affect users' acceptance & diffusion of online product message. Today many people use the product message/information on the internet, before they make decision to buy something in online/offline environment. This paper proposes the site design look, enjoyment, and usefulness as message perception factors. And we examine the relationship among the perception factors, message credibility, acceptance & diffusion. The purpose of this paper is threefold. First, we examine the relationship between as perception factors and the credibility assessment of the message by customers. Second, we will show the effect of message credibility on the message acceptance & diffusion. Third, we try to present some theoretical and empirical implication through the result of our studies.

Keywords

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