한국생활과학회지 (Korean Journal of Human Ecology)

  • 제21권5호
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  • Pages.1005-1016
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  • 2012
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  • 1226-0851(pISSN)
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  • 2234-3768(eISSN)
한국생활과학회 (Korean Association of Human Ecology)
권호 표지
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커뮤니티 유형에 따라 온라인 리뷰속성이 패션제품 구매의도에 미치는 영향

Effects of E-review attributes on Purchase Intention for Fashion Products across E-community Types

  • 박은주 (동아대학교 패션디자인학과) ;
  • 강주희 (동아대학교 패션디자인학과)
  • 투고 : 2012.08.22
  • 심사 : 2012.10.14
  • 발행 : 2012.10.31
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초록

Recently, as growing number of consumers publish product and service reviews on the Internet, e-review has received attention from retailers and researchers. E-review, a form of electronic word-of-mouth (eWOM) which is typically shared between strangers whose identity and credibility are unknown, has become an important product information source as social media has facilitated information exchanges between more consumers. The objective of this study was to investigate the effects of e-review attributes on purchase intention for fashion products, which is mediated by trust of e-review, as well as to explore the differences between consumer communities and cooperative communities. A questionnaire was developed based on previous researches. Data were gathered from adults living in Busan. The results were analyzed by factor analysis, t-test, and regression using SPSS 18.0. The results showed that consumers tended to recognize e-reviews from consumer communities as exaggerated information, while they considered reviews from cooperative communities as reliable information, which gave the latter higher purchase intention. There were significant differences in e-review attributes for fashion products (e.g., Exaggeration, Entertainment, Innocence, and Agreement), purchase intention between consumer communities (e.g: Blog, Internet cafe) and cooperative communities (e.g: general malls and specialty malls). For both communities, purchase intention of fashion products was influenced by its entertainment attributes and perceived trust of e-reviews. These results suggest that e-retailers need to focus on understanding the causes of purchase intention with e-reviews for fashion products. Specifically, e-retailers should recognize that e-reviews of fashion products were associated primarily with entertaining and with consumers' trust. Based on these findings, managerial implications are presented.

키워드

과제정보

연구 과제 주관 기관 : 동아대학교

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피인용 문헌

  1. Effects of e-reviews on purchase intention for cosmetics vol.22, pp.2, 2013, https://doi.org/10.5934/kjhe.2013.22.2.343