한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제6권4호
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  • Pages.205-212
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  • 2015
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  • 2233-4890(pISSN)
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  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
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타오바오 쇼핑몰 이용자의 구매후기 수용에 관한 연구

The Acceptance of Customer Reviews in Taobao

  • 학기영 (전남대학교 전자상거래협동과정) ;
  • 이상준 (전남대학교 경영학부) ;
  • 이경락 (전남대학교 공짜21+ e-서비스 사업단)
  • Hao, Qi-Ying (Interdisciplinary Program of Electronic Commerce, Chonnam National University) ;
  • Lee, Sang-Joon (School of Business Administration, Chonnam National University) ;
  • Lee, Kyeong-Rak (Free21+ e-Service Team, Chonnam National University)
  • 투고 : 2015.06.09
  • 심사 : 2015.08.20
  • 발행 : 2015.08.31
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⟨ 이전 논문 다음 논문 ⟩

초록

본 논문에서는 중국 최대의 온라인 쇼핑몰로 자리매김한 타오바오를 대상으로 구매후기가 구매자의 구매의사결정에 어떠한 영향을 주는지를 밝히고자 연구하였다. 본 논문에서는 구매후기 내용특성, 구매후기 제공자특성, 구매자 특성이라는 세 가지 차원을 중심으로 구매자의 구매후기 수용에 영향을 미치는 주요 선행요인들을 도출하였다. 타오바오에서 제품을 구매한 경험을 가진 구매자들을 대상으로 데이터를 수집하여 분석한 결과는 다음과 같다. 첫째, 본 연구에서 구매후기 충분성과 구매후기 선명성은 모두 고객후기 수용에 통계적으로 비유의적으로 나타났다. 둘째, 구매후기 제공자 신뢰성과 구매후기 제공자 유사성은 모두 고객후기 수용을 증가시키는 것으로 나타났다. 셋째, 구매자 특성 차원에 속하는 사전지식과 관여도는 모두 고객후기 수용을 증가시키는 것으로 밝혀졌다. 마지막으로, 고객후기 수용은 구매자의 구매의도를 상당히 증가시키는 것으로 나타났다. 본 논문은 중국시장에 진출하고자 하는 쇼핑몰 이해당사자에게 구매후기 관리의 중요성을 알리고 관리방안을 제시하고 있다.

This paper aims to investigate key factors affecting customer adoption of the online review from the three perspectives such as customer review characteristics, reviewer characteristics, and customer characteristics. We collected data on customers who have experience in purchasing products in Taobao. The major findings are as follows. First, the customer review amount and vividness are not directly related to customer adoption of the online review. Second, the trust of reviewer and perceived similarity have positive effects on customer adoption of the online review. Third, the prior knowledge and product involvement increase customer adoption of the online review. Finally, customers' purchase intention is greatly determined by customer adoption of the online review. This paper presents the importance of the management of customer reviews and management method for the stakeholders of shopping mall to advancing Chinese market.

키워드

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