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The Effect of Vividness of Preannounced New Product Information on e-WOM in Internet Community and Intention of Internet Posting

프리어나운싱 된 신제품 정보의 생동감이 인터넷커뮤니티 유저의 e-WOM와 인터넷 포스팅의도에 미치는 영향

  • Received : 2011.01.04
  • Accepted : 2011.01.31
  • Published : 2011.02.28

Abstract

Recently, lots of corporations take effect preannouncing activity before launching new product as communication strategy. Preannouncing information of new product is diffused in internet community which relate to the product. This study notes the effect of external vividness and internal vividness among information characteristics of new product to e-WOM(electronic word-of-mouth). The author aims to identify how to trigger intention of e-WOM on preannounced new products, and external vividness and internal vividness of determinants of e-WOM and intention of internet posting. The main findings are that external vividness and internal vividness positively influence e-WOM in internet community, and the e-WOM positively affects intention of internet posting.

Keywords

New Product;Vividness;External Vividness;Internal Vividness Preannouncing;Internet Posting;e-WOM;Internet Community

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