Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지
DOI QR코드

DOI QR Code

A Cross-Country Comparative Study on the Effect of Online Review Search on Purchase Satisfaction of Existing Buyers

온라인 후기 탐색이 기존 구매자의 구매 만족도에 미치는 영향의 국가 간 비교연구

  • Qin, PengFei (MIS Department in Chungbuk National University) ;
  • Kwon, Sundong (MIS Department in Chungbuk National University)
  • Received : 2020.09.24
  • Accepted : 2020.11.02
  • Published : 2020.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Many prior studies have been conducted that positive reviews increase the intention to purchase. However, there are very few papers that have studied the impact of review search on purchase satisfaction. It is meaningful to study the impact of review search on purchase satisfaction as it can lead the business successfully by inducing repurchase. There is also no study of how review search have different effects on purchase satisfaction among countries. Given the growing number of cross-border e-commerce, we believe that the need for research is high because identifying these differences between countries can have a very important impact on a company's successful overseas expansion. Therefore, in this study, the impact of positive and negative review search on purchase satisfaction and the national impact were set up as a research model. In order to verify this research model, the survey was distributed to those who experienced online purchase in Korea and China, and a total of 234 copies were collected, including 125 copies in Korea, 109 copies in China, and the research model was verified using Smart-PLS structural equation analysis tools. First, positive review search has been shown to positively affect purchase satisfaction. Second, it has been shown that negative review search also has a positive effect on purchase satisfaction. Third, the impact of positive and negative review search on purchase satisfaction was different between Korea and China. While Korea is more aggressive in review search than China due to its high tendency to avoid uncertainty, China is less likely to avoid uncertainty than Korea and is more likely to rely on brand familiarity. Therefore, according to the uncertainty avoidance moderation effect the impact of positive and negative review search on purchase satisfaction was higher in Korea than in China. In this study, Shopping mall managers need to take strategic measures to maximize shopping mall performance by recognizing positive aspects of negative review search on purchase satisfaction. Companies and managers in Korea and China can establish strategies to promote product sales when companies enter the global market.

Keywords

References

  1. Ahn, A. R. and Min, D. W., "The Effect of OCR(Online Consumer Reviews) on Attitudes and Purchase Intention : The Moderating Role of Gender and OCR Type", Journal of Consumer Studies, Vol. 24, No. 3, 2013, pp. 23-50.
  2. Alan, F., Handbook for Customer Satisfaction, Lincolnwood, IL. : NTC Business Books, 1994.
  3. Anderson, R. D., Engledow, J. L., and Becker, H., "Evaluating the relationships among attitude toward business, product satisfaction, experience, and search effort", Journal of Marketing Research, Vol. 16, No. 3, 1979, pp. 394-400. https://doi.org/10.1177/002224377901600312
  4. Anderson, R. E., "Consumer dissatisfaction : The effect of disconfirmed expectancy on perceived product performance", Journal of Marketing Research, Vol. 10, No. 1, 1973, pp. 38-44. https://doi.org/10.2307/3149407
  5. Bauer, R. A., Consumer behavior as risk taking, Chicago : IL, 1960.
  6. Bhattacharya, C. B., "Is your brand's loyalty too much, too little, or just right? : Explaining deviations in loyalty from the Dirichlet norm", International Journal of Research in Marketing, Vol. 14, No. 5, 1997, pp. 421-435. https://doi.org/10.1016/S0167-8116(97)00024-4
  7. Blodgett, J. G., Granbois, D. H., and Walters, R. G., "The Effect of Perceived Justice on Complainants' Negative Word of Mouth Behavior and Repatronage Intentions", Journal of Retailing, Vol. 69 No. 4, 1993, p. 399. https://doi.org/10.1016/0022-4359(93)90015-B
  8. Brister, J. M., "Word of mouth communication and their effects in consumer network", Advances in Consumer Research, Vol. 18, 1991, pp. 155-169.
  9. Brown, T. J., Churchill Jr, G. A., and Peter, J. P., "Research note : improving the measurement of service quality", Journal of Retailing, Vol. 69, No. 1, 1993, p. 127. https://doi.org/10.1016/S0022-4359(05)80006-5
  10. Cardozo, R. N., "An experimental study of customer effort, expectation, and satisfaction", Journal of Marketing Research, Vol. 2, No. 3, 1965, pp. 244-249. https://doi.org/10.1177/002224376500200303
  11. Chen-Yu, H. J., Williams, G., and Kincade, D. H., "Determinants of consumer satisfaction/dissatisfaction with the performance of apparel products", Family and Consumer Sciences Research Journal, Vol. 28, No. 2, 1999, pp. 167-192. https://doi.org/10.1177/1077727X99282003
  12. Chevalier, J. A. and Mayzlin, D., "The effect of word of mouth on sales : Online book reviews", Journal of Marketing Research, Vol. 43, No. 3, 2006, pp. 345-354. https://doi.org/10.1509/jmkr.43.3.345
  13. Chin, W. W., "Issues and Opinion on Structural Equation Modeling", MIS Quarterly, Vol. 22, No. 1, 1998, pp. 7-16.
  14. Choi, J. M., "The Effect of Positive Online Reviews on the Formation of Consumer Confidence in Purchasing Decision", Journal of Marketing Studies, Vol. 20, No. 3, 2012, pp. 91-108.
  15. Chun, M. H., "A Study of Factors Influencing on Receivers' Communication Style in Internet Shopping Mall Contents", Journal of The Korea Contents Association, Vol. 6, No. 3, 2006, pp. 75-84.
  16. Churchill Jr, G. A. and Surprenant, C., "An investigation into the determinants of customer satisfaction", Journal of Marketing Research, Vol. 19, No. 4, 1982, pp. 491-504. https://doi.org/10.1177/002224378201900410
  17. Cronin Jr, J. J. and Taylor, S. A., "Measuring service quality : a reexamination and extension", Journal of Marketing, Vol. 56, No. 3, 1992, pp. 55-68. https://doi.org/10.2307/1252296
  18. Crowley, A. E. and Hoyer, W. D., "An integrative framework for understanding two-sided persuasion", Journal of Consumer Research, Vol. 20, No. 4, 1994, pp. 561-574. https://doi.org/10.1086/209370
  19. Doh, S. J. and Hwang, J. S., "How consumers evaluate eWOM (electronic word-of-mouth) messages", CyberPsychology and Behavior, Vol. 12, No. 2, 2009, pp. 193-197. https://doi.org/10.1089/cpb.2008.0109
  20. Fornell, C. and Larcker, D. F., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-50. https://doi.org/10.1177/002224378101800104
  21. Gefen, D. and Straub, D., "A practical guide to factorial validity using PLS-Graph : Tutorial and annotated example", Communications of the Association for Information Systems, Vol. 16, No. 1, 2005, p. 5.
  22. Glynn Mangold, W., Miller, F., and Brockway, G. R., "Word-of-mouth communication in the service marketplace", Journal of Services Marketing, Vol. 13, No. 1, 1999, pp. 73-89. https://doi.org/10.1108/08876049910256186
  23. Gronroos, C., "A service quality model and its marketing implications", European Journal of Marketing, Vol. 18, No. 4, 1984, pp. 36-44. https://doi.org/10.1108/EUM0000000004784
  24. Han, D. G., "Study on the Influence of Service Quality on Customer Satisfaction and Customer Loyalty of the Domestic Coffee Chains", Journal of Foodservice Management, Vol. 18, No. 1, 2015, pp. 189-209.
  25. Han, J. S., "A Study on Effects of the Service Quality and the Usage Review Characteristics of Smartphone Majib App on Satisfaction and Reuse Intention of Majib App", Culinary Science & Hospitality Research, Vol. 22, No. 2, 2016, pp. 234-251. https://doi.org/10.20878/cshr.2016.22.2.019019
  26. Hofstede, G., "Insurance as a product of national values", The Geneva Papers on Risk and Insurance-Issues and Practice, Vol. 20, No. 4, 1995, pp. 423-429. https://doi.org/10.1057/gpp.1995.36
  27. Hong, H. S. and Jin, I. K., "Transactions : An Exploratory Study of Important Information on Consumer Reviews in Internet Shopping", Journal of The KOREAN Society of Clothing and Textiles, Vol. 35, No. 7, 2011, pp. 761-774. https://doi.org/10.5850/JKSCT.2011.35.7.761
  28. Hong, H. S., "Transactions : Classification of Consumer Review Information Based on Satisfaction/Dissatisfaction with Availability/Non-availability of Information", Journal of The Korean Society of Clothing and Textiles, Vol. 35, No. 9, 2011, pp. 1099-1111. https://doi.org/10.5850/JKSCT.2011.35.9.1099
  29. Huh, K. O., Park, S. M., and Park, G. Y., "Investigating factors influencing consumers' attitude and knowledge about insurance, and consumers' satisfaction in the purchase stage of insurance", Financial Planning Review, Vol. 5, No. 3, 2012, pp. 37-58.
  30. Hwang, C., Kwon, Y. J., and Tom Lee, S. Y., "Research on the Influencing Factors of the Usefulness of the Online Review and Products Sales : Based on Chinese Online Shopping Platform Data", Journal of Information Technology Applications and Management, Vol. 25, No. 2, 2018, pp. 53-72. https://doi.org/10.21219/JITAM.2018.25.2.053
  31. Jeon, H. G. and Lee, K. C., "Empirical Analysis Approach to Investigating how Consumer's Continuance Intention to Use Online Store is Influenced by Uncertainty, Switching Cost, Offline Trust, and Individual Negative Emotion : Emphasis on Offline-Online Multi-Channels", Journal of The Korea Contents Association, Vol. 16, No. 5, 2016, pp. 428-439. https://doi.org/10.5392/JKCA.2016.16.05.428
  32. Jeon, J. Y., "A study on online product evaluation in internet shopping malls : Focus on clothing involvement", Unpublished master's thesis, Ewha Womans University, Seoul, 2007.
  33. Jeong, K. S., "Reorganization of Regional Order in the New Northeast Asia Era and Seeking New Economic Cooperation Model", Korean Chinese Relations Review, Vol. 5, No. 1, 2019, pp. 1-22. https://doi.org/10.33575/kcrr.2019.5.1.1
  34. Jiang, N., Bai, L. Z., and Han, J. S., "The Impact of Hotel Industry Employees, Non-verbal Communication on Relationship Quality, Positive Word-of-Mouth and Revisit Intention", Korean Journal of Hospitality and Tourism, Vol. 25, No. 4, 2016, pp. 95-112.
  35. Jin, G. S. and Lee, J. H., "Service Quality Factors Affecting Satisfaction and Repurchase Intention of Social Commerce", Journal of The Korea Contents Association, Vol. 12, No. 3, 2012, pp. 311-321. https://doi.org/10.5392/JKCA.2012.12.03.311
  36. Jorg, H. and Fassott, G., "Testing moderating effects in PLS path models : An illustration of available procedures", Handbook of partial least squares, Springer, Berlin, Heidelberg, 2010, pp. 713-735.
  37. Jun, J. W., "Cultural Differences between the Chinese and the Koreans and Relationships with Consumer Culture", Korean Journal of Communication Studies, Vol. 18, No. 2, 2010, pp. 105-125.
  38. Jung, H. J. and Chun, W. Y., "Effects of Online Reviews on Evaluation and Purchase Intention of a Product in Internet Shopping : The Role of Gender Differences", Korean Journal of Consumer and Advertising Psychology, Vol. 7, No. 1, 2006, pp. 113-129.
  39. Kang, H., Yoo, S. J., and Han, D., "Semiautomatic Building of Pattern Database for Mining Reviews of Product Attributes from Korean Text Documents", In The International Database Conference on Database Systems for Advanced Applications(DASFAA 2010)(submitted), 2010.
  40. Kang, M. S., "A Study of Korea and China Brand Personality Dimensions on Feel and Low Involvement Product", International Business Review, Vol. 15, No. 2, 2011, pp. 133-149. https://doi.org/10.21739/IBR.2011.06.15.2.133
  41. Kang, S. Y. and Kang, J. I., "The Effects of Shopping Satisfaction Attributes on Overall Shopping Satisfaction, WOM and Tourism Satisfaction", Tourism Research, Vol. 45, No. 2, 2020, pp. 23-45. https://doi.org/10.32780/KTIDOI.2020.45.2.23
  42. Kevin, J. and Johal, P., "The Internet as a "Virtual Cultural Region" : Are Extant Cultural Classification Schemes Appropriate?", Internet Research, Vol. 9, No. 3, 1999, pp. 178-186. https://doi.org/10.1108/10662249910274566
  43. Kim, C. H. and Hwang, E. R., "The Relationship between the Characteristics of e-WOM and WOM Effect", Advertising Research, No. 35, 1997, pp. 55-77.
  44. Kim, C. H., "e-Business : The Influences of Online WOM(word of mouth) Information and Web Site Characteristics to Attitude change of user", The e-Business Studies, Vol. 7, No. 5, 2006, pp. 3-21.
  45. Kim, C. W., Lee, T. S., and Kang, D. Y., "A Study on the Attributes of Travel Information Entropy : Focusing on Online Travel Product Reviews", Journal of Tourism Sciences, Vol. 44, No. 1, 2020, pp. 79-98. https://doi.org/10.17086/jts.2020.44.1.79.98
  46. Kim, G. W. and Han, J. S., "Through SNS Eat Out Select Properties, Customer Satisfaction, Recommendation of Others Affect Relations", Culinary Science and Hospitality Research, Vol. 22, No. 4, 2016, pp. 143-155. https://doi.org/10.20878/cshr.2016.22.4.010010010
  47. Kim, H. D., "A Study on the Receptive Degree of Online Postscript Content Types on Purchase Intention in Internet Shopping -Focus on Purchase Situation according to Product Involvement and Risk Perception-", Korean Journal of Consumer and Advertising Psychology, Vol. 11, No. 3, 2010, pp. 579-597. https://doi.org/10.21074/kjlcap.2010.11.3.579
  48. Kim, J. K., Chen, W. Q., and Yang, L. H., "Influence of Chinese Consumer SNS Word-of-Mouth Information on Behavior Intention : Mediating Effect of Restaurant Image", Northeast Asia Tourism Research (NATR), Vol. 15, No. 2, 2019, pp. 243-263. https://doi.org/10.35173/NATR.15.2.13
  49. Kim, J. W., Paik, S. Y., and Mun, C, J., "The Effect of Product Attitude of Chinese Counterfeit Consumers on Purchase Intention", The Journal of Modern China Studies, Vol. 18, No. 2, 2016, pp. 297-337. https://doi.org/10.35820/JMCS.18.2.9
  50. Kim, K. M. and Kim, K. J., "Consumers' Overcorrection to the Influence of Word of Mouth with No-Friendship", Journal of Korean Marketing Association, Vol. 25, No. 3, 2010, pp. 71-95.
  51. Kim, K. S., "A Comparative Study on Korea and China consumer of counterfeit attitudes and satisfaction and dissatisfaction factors", The Journal of Digital Policy and Management, Vol. 11, No. 5, 2013, pp. 169-178,
  52. Kim, M. R., Moon, J. H., Cho, J. P., and Hwang, S. Y., "Purchase Uncertainty Mitigation through Taste Visualization Method", Journal of Foodservice Management, Vol. 18, No. 1, 2015, pp. 7-30.
  53. Kim, N. M., Kim, H. R., Lee, M. K., Choi, H. K., and Kim, I. M., "Factors Affecting Consumers acceptance of Internet Word-of-Mouth Information", Korea Journal of Business Administration, Vol. 19, No. 4, 2006, pp. 1515-1534.
  54. Kim, W. H., "The Impact of Online Reviews on Customer Satisfaction : An Application of the American Customer Satisfaction Index (ACSI)", Korean Journal of Tourism Research, Vol. 32, No. 5, 2017, pp. 65-78.
  55. Kim, Y. A., Jang, H. W., and Lee, S. B., "The effects of impulse purchasing marketing stimulation on consumer attitude, satisfaction, and recommendation : Focused on TV home shopping food products", International Journal of Tourism and Hospitality Research, Vol. 34, No. 1, 2020, pp. 55-70. https://doi.org/10.21298/ijthr.2020.1.34.1.55
  56. Kim, Y. H., and Choi, S. I., "Effects of Perceived Service Quality, Usefulness and Easiness on the Consumer Satisfaction and the Continuous Use Intention of IPTV", Journal of The Korea Contents Association, Vol. 9, No.10, 2009, pp. 314-327. https://doi.org/10.5392/JKCA.2009.9.10.314
  57. Kim, Y. R., "Approximation of the numerical solution of tip motion with an analytic solution and simulation of measurement process", Kaist University MA-Theses_Master, 2005.
  58. Ko, J. Y., Yoon, S. H., and Han, J. Y., "Exhibition Visitors' Satisfaction of Service Quality applied for Expectancy-Disconfirmation Paradigm", Korean Journal of Hotel Administration, Vol. 14, No. 3, 2005, pp. 339-354.
  59. Latane, B., "The psychology of social impact", American Psychologist, Vol. 36, No. 4, 1981, pp. 343. https://doi.org/10.1037//0003-066X.36.4.343
  60. Lee, C. J., Woo, H. J., and Park, S. B., "Factors of newly entering into the purchase on TV home-shopping : Random Forest Analysis based on users' media repertoire data", Korea Society of Innovation Studies, Vol. 15, No. 2, 2020, pp. 113-149.
  61. Lee, H. C. and Roh, Y. H., "The Effect on the Satisfaction of Exhibitors in Tour Expo DAEGU 2003 to Intention of Reattend, Recommendation and Word-of-Mouth", Journal of Tourism and Leisure Research, Vol. 16, No. 1, 2004, pp. 137-151.
  62. Lee, H. J., "An Effect that a Purchase Decision-Making Factor has on Purchase Intention and Satisfaction According to Word-Of-Mouth Type", Seokyeong University, MA-Theses_Master, 2016.
  63. Lee, J. H., Doh, S. J., and Hwang, J. S., "The Effectiveness of Online WOM(Words-of-Mouth) : The Role of Direction, Usefulness, and IR(Interaction Readiness)", The Korean Journal of Consumer and Advertising Psychology, Vol. 12, No. 2, 2011, pp. 283-307. https://doi.org/10.21074/KJLCAP.2011.12.2.283
  64. Lee, J. H., Doh, S. J., and Hwang, J. S., "The Effectiveness of Online WOM(Words-of-Mouth) : The Role of Direction, Usefulness, and IR(Interaction Readiness)", The Korean Journal of Consumer and Advertising Psychology, Vol. 12, No. 2, 2011, pp. 283-307. https://doi.org/10.21074/KJLCAP.2011.12.2.283
  65. Lee, J. Y. and Kim, Y. S., "Correlations among Cosmetics Online Review Credibility, Purchase Satisfaction and Word of Mouth by Type of Shopping Orientation", Journal of Korean Beauty Society, Vol. 24, No. 2, 2018, pp. 243-255.
  66. Lee, S. S. and Woo, S. B., "Differential Influence of Self-Construals on Consumer Responses to Service Quality WOM", The Korean Journal of Advertising, Vol. 22, No. 1, 2011, pp. 335-355.
  67. Lee, Y. D., "An Analysis of determinant on Repurchase Behavior of Game User in Chinese online game industry : moderation effect of online review", Journal of Korea Game Society, Vol. 15, No. 6, 2015, pp. 41-54. https://doi.org/10.7583/JKGS.2015.15.6.41
  68. Levesque, T. and McDougall, G. H., "Determinants of customer satisfaction in retail banking", International Journal of Bank Marketing, Vol. 14, No. 7, 1996, pp. 12-20. https://doi.org/10.1108/02652329610151340
  69. Li, X. F. and Kim, J. K., "A Study on the Moderating Effect of Uncertainty and Emotional appeal in Advertisement : Focusing on the difference between South Korea and Chinese consumers", Chinese Studies, Vol. 61, 2017, pp. 383-402. https://doi.org/10.14378/kacs.2017.61.61.22
  70. Liang, T. P. and Huang, J. S., "An Empirical Study on Consumer Acceptance of Products in Electronic Markets", Decision Support Systems, Vol. 24, No. 1, 1998, pp. 29-43. https://doi.org/10.1016/S0167-9236(98)00061-X
  71. Lin, P., "Influence of online WOM information's direction and product involvement on online WOM effects : Focusing on Korean and Chinese consumers' uncertainty avoidance", Sogang University, MA-Theses_Master, 2013.
  72. Liu, Z. and Noh, J. H., "The Effects of Word-of-Mouth Information Characteristics of Korean Tourism and Information Senders Characteristics on Wordof-Mouth Effect in China SNS", Journal of Tourism Management Research, Vol. 96, 2020, pp. 495-518.
  73. Mizerski, R. W., "An attribution explanation of the disproportionate influence of unfavorable information", Journal of Consumer Research, Vol. 9, No. 3, 1982, pp. 301-310. https://doi.org/10.1086/208925
  74. Money, R. B., "Word-of-mouth referral sources for buyers of international corporate financial services", Journal of World Business, Vol. 35, No. 3, 2000, pp. 314-329. https://doi.org/10.1016/S1090-9516(00)00041-9
  75. Money, R. B., Gilly, M. C., and Graham, J. L., "Explorations of national culture and word-of-mouth referral behavior in the purchase of industrial services in the United States and Japan", Journal of Marketing, Vol. 62, No. 4, 1998, pp. 76-87. https://doi.org/10.2307/1252288
  76. Moon, S. K., "A Structural Analysis on the Effect of Brand Personality of Domestic Low-Cost Airlines on Service Quality, Service Value and Customer Satisfaction", Journal of Tourism and Leisure Research, Vol. 25, No. 7, 2013, pp. 343-366.
  77. Moon, Y. J., "The Effect of Perceived e-Service Quality and Other-Word of Mouth on Customer Satisfaction and Revisit Intention-In a Family Restaurant Website", Journal of Korea Academia-Industrial Cooperation Society, Vol. 14, No. 5, 2013, pp. 2157-2167. https://doi.org/10.5762/KAIS.2013.14.5.2157
  78. Nunnally, J. C. and Bernstein, I. H., "Psychometric Theory McGraw-Hill New York", The role of university in the development of entrepreneurial vocations : a Spanish study, 1978.
  79. Oh, S. Y. and Kang, H, S., "The Effect of Experience on Brand Attitude, Satisfaction and Behavior Intentions in Festival : Icheon Rice Cultural Festival", Journal of Tourism and Leisure Research, Vol. 23, No. 3, 2011, pp. 7-22.
  80. Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, Vol. 17, No. 4, 1980, pp. 460-469. https://doi.org/10.2307/3150499
  81. Pan, L. and Cha, S. J., "The Characteristics and Investment Feasibility Study of China's Film Distribution Market", The Journal of Image and Cultural Contents, Vol. 19, 2020, pp. 295-314. https://doi.org/10.24174/jicc.2020.02.19.295
  82. Parasuraman, A., Zeithaml, V. A., and Berry, L. L., "Servqual : A multiple-item scale for measuring consumer perc", Journal of Retailing, Vol. 64, No. 1, 1988, pp. 12.
  83. Park, D. H., Lee, J., and Han, I., "The effect of on-line consumer reviews on consumer purchasing intention : The moderating role of involvement", International Journal of Electronic Commerce, Vol. 11, No. 4, 2007, pp. 125-148. https://doi.org/10.2753/JEC1086-4415110405
  84. Park, E. A., "Effects of the Direction of Online Reviews on Purchase Decision : The Role of Product Type and Brand Reputation", The Korean Journal of Advertising, Vol. 18, No. 5, 2007, pp. 7-22.
  85. Park, H. J. and Jeon, S. L., "Articles : The Influence of Information Characteristics on Word-of-Mouth Effect", Journal of Consumer Studies, Vol. 14, No. 4, 2003, pp. 21-44.
  86. Park, J. R., Kwon, S. D., and Park, H. J., "A Study on Influencing Factors of Channel Preference", Journal of Information Technology Applications and Management, Vol. 23, No. 2, 2016, pp. 239-261. https://doi.org/10.21219/jitam.2016.23.2.239
  87. Punj, G. N. and Staelin, R., "A model of consumer information search behavior for new automobiles", Journal of Consumer Research, Vol. 9, No. 4, 1983, pp. 366-380. https://doi.org/10.1086/208931
  88. Purnawirawan, N., De Pelsmacker, P., and Dens, N., "Balance and sequence in online reviews : How perceived usefulness affects attitudes and intentions", Journal of Interactive Marketing, Vol. 26, No. 4, 2012, pp. 244-255. https://doi.org/10.1016/j.intmar.2012.04.002
  89. Ratneshwar, S. and Chaiken, S., "Comprehension's role in persuasion : The case of its moderating effect on the persuasive impact of source cues", Journal of Consumer Research, Vol. 18, No. 1, 1991, pp. 52-62. https://doi.org/10.1086/209240
  90. Richins, M. L., "Negative word-of-mouth by dissatisfied consumers : A pilot study", Journal of Marketing, Vol. 47, No. 1, 1983, pp. 68-78. https://doi.org/10.2307/3203428
  91. Richins, M. L., "Word of mouth communication as negative information", ACR North American Advances, 1984.
  92. Seo, J. M. and Moon, S. J., "A Study of Consumer's Usefulness of Information", Journal of Korean Home Management Association, Vol. 5, No. 1, 1987, pp. 101-119.
  93. Shim, S., Eastlick, M. A., Lotz, S. L., and Warrington, P., "An online prepurchase intentions model : the role of intention to search : best overall paper award-The Sixth Triennial AMS/ACRA Retailing Conference", Journal of Retailing, Vol. 77, No. 3, 2001, pp. 397-416. https://doi.org/10.1016/S0022-4359(01)00051-3
  94. Skowronski, J. J. and Carlston, D. E., "Negativity and extremity biases in impression formation : A review of explanations", Psychological Bulletin, Vol. 105, No. 1, 1989, pp. 131. https://doi.org/10.1037/0033-2909.105.1.131
  95. Stigler, G. J., "The economics of information", Journal of Political Economy, Vol. 69, No. 3, 1961, pp. 213-225. https://doi.org/10.1086/258464
  96. Thompson, R., Barclay, D. W., and Higgins, C. A., "The Partial Least Squares Approach to Causal Modeling : Personal Computer Adoption and Use as an Illustration", Technology Studies : Special Issue on Research Methodology, Vol. 2, No. 2, 1995, pp. 284-324.
  97. Vinzi, V. E., Chin, W. W., Henseler, J., and Wang, H., Handbook of partial least squares, Berlin : Springer, 2010.
  98. Werts, C. E., Linn, R. L., and Joreskog, K. G., "Intraclass reliability estimates : Testing structural assumptions", Educational and Psychological Measurement, Vol. 34, No. 1, 1974, pp. 25-33. https://doi.org/10.1177/001316447403400104
  99. Westbrook, R. A. and Newman, J. W., "An analysis of shopper dissatisfaction for major household appliances", Journal of Marketing Research, Vol. 15, No. 3, 1978, pp. 456-466. https://doi.org/10.2307/3150594
  100. Wetzels, M., Odekerken-Schroder, G., and Van Oppen, C., "Using PLS path modeling for assessing hierarchical construct models : Guidelines and empirical illustration", MIS Quarterly, 2009, pp. 177-195.
  101. Ye, H. and Kankanhalli, A., "User Service Innovation on Mobile Phone Platforms : Investigating Impacts of Lead Userness, Toolkit Support, and Design Autonomy", MIS Quarterly, Vol. 42, No. 1, 2018.
  102. Yoon, B. S., "A Study of the Influence of Perceived Unfairness on Anger and Regret, Negative Word of Mouth and Repurchase Intention -Based on the Moderating role of the relationship quality and regulatory focus-", Thesis (doctoral)-Inha University, 2012.
  103. Yoon, J. A., Hong, K. W., Jun, S. R., Kim, S. A., and Lee. H. S., "Use and Influences of Consumer Reviews in the Internet Shopping Mall among University Students", J. of Human Ecology, Vol. 18, No. 1, 2014, pp. 173-183.
  104. Yoon, Y. S. and Sohn, H. K., "The effect of emotional state of post-impulse buying on shopping re-behaviour : Focused on the moderating effect of self-esteem and sensation seeking", International Journal of Tourism and Hospitality Research, Vol. 26, No. 6, 2012, pp. 117-136.
  105. Yu, J. S., Lee, A. J., and Han, H. S., "Investigating The Relationships Among Service Failure, Dissatisfaction, Trust, Negative Word-of-Mouth, and Switching Intention in The Restaurant Industry", Korean Journal of Hospitality and Tourism, Vol. 25, No. 7, 2016, pp. 51-69.