The Research Regarding the Effect of Consumers' Motives on Perceived Usefulness of Word-of-Mouth Marketing in Online Shopping Mall Contents

온라인쇼핑몰 콘텐츠에서 소비자 동인이 구전마케팅의 지각된 유용성에 미치는 영향에 관한 연구

  • Published : 2005.06.01

Abstract

It is true that internet provides consumers with an efficient way to search information with minimal effort and cost, which facilitates better decision making. Especially, previous studies revealed that the online word-of-mouth marketing is widely used as a source of consumers' information seeking and purchase decision making. Even with this importance of the online word-of-mouth communication on internet few researches have systematically addressed the issue. This study investigates the effect of consumers' motives on perceived usefulness of word-of-mouth marketing in online shopping mall contents. The results are as follows: First, choice uncertainty, perceived sacrifice, and social pressure play an important role for perceived usefulness of word-of-mouth marketing. Second, perceived usefulness has directly affected consumers' quality perception. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication on their websites.

Keywords

Shopping Mall Contents;Word-of-Mouth Marketing;Information Uncertainty;Perceived Usefulness;Communication Quality