모바일(mobile) 환경에서 소비자 태도 및 구매의도에 미치는 구전(WOM)효과
The Effect of WOM on Consumer Attitude and Purchase Intention in Order by Mobile Usage
- Resource Type
- Article
Text
- Authors
- 리강; 손상기; Li Gang; Son, Sanggi
- Source
- 경영컨설팅연구, 05/31/2018, Vol. 18, Issue 2, p. 81-91
- Subject
- 온라인 구전의 수량
온라인 구전의 신뢰성
온라인 구전의 확장성
온라인 구전의 질 보장성
소비자 태도
구매의도
Online review quality
Online review valence
Online review credibility
Online review quantity
Consumer attitude
Purchase intention
EWOM
WOM
- Language
- 한국어(KOR)
- ISSN
- 1598-172X
This study examines effects of EWOM(Electronic Word of Mouth) on consumer attitude and purchase intention in the delivery food order bymobile. This study conducts a questionaire with chinese consumers using services of delivery food order by mobile. Respondents were selected from different genders, age groups, education and occupations with mobile food order experiences. A pre-structured questionnaire was used with five point Likert rating scale to measure effects of EWOM on consumer attitude and purchase intention in the delivery food order by mobile. Data analysis withmultiple regression analysis and a Pearson’s correlation analysis to examine the hypotheses employed in this study was carried out using Statistical Package for Social Science (SPSS) Version 22.0. Findings confirmed that ‘online review quality’, ‘online review valence’, ‘online review credibility’ and ‘online review quantity’ do play a significant role in ‘consumer attitude’ and ‘purchase intention’ and there is a significant positive relationship between ‘consumer attitude’ and ‘purchase intention’. Marketers related to delivery food services by mobile need to consider that EWOM(Electronic Word of Mouth) management is a very importantmeans of increasing sales and that the very effectivemeans tomanage EWOMare service quality and food safety to customers.