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The Moderating Effect of Characteristics of Message and SNS on the Relationship between the Direction of WOM and Consumer Attitude
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 6,  2016, pp.177-186
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.6.177
 Title & Authors
The Moderating Effect of Characteristics of Message and SNS on the Relationship between the Direction of WOM and Consumer Attitude
Kim, Sung-Soo; Ahn, Tony Donghui;
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 Abstract
This study aims to explore the effect of characteristics of eWOM(Word-of-mouth) on consumer attitude in SNS(Social Network Service). The characteristics of WOM were classified into characteristics of message (polarity, verifiability, consensus) and characteristics of SNS (social presence, interaction). Data of 554 samples were collected from the university students of SNS users. The key results showed that the polarity of the WOM has a strong positive effect on consumer`s attitude, and the degree of verifiability and consensus has a moderating effect on the polarity-attitude relationship. On the contrary, characteristics of SNS such as social presence and interaction have a direct effect on consumer attitude and have no significant moderating effect on the polarity-attitude relationship. This study provides an academic enhancement in the research of the relationship between the characteristics of WOM and consumer`s attitude in the SNS environment. Practical implications are also drawn from these findings.
 Keywords
WOM Message;Direction;Verifiability;Consensus;SNS characteristics;Consumer attitude;
 Language
Korean
 Cited by
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