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Content Analysis on the Component of Two-sided eWOM

온라인 양면구전의 구성요인에 관한 내용분석

  • Received : 2015.04.09
  • Accepted : 2015.05.27
  • Published : 2015.08.28

Abstract

This study analyzed online word-of-mouth information using content analysis to help practical categorization of two-sided eWOM. A total of 402 online consumer reviews on search goods and experience goods were collected. Descriptive characteristics(information direction, length of review line) and content structural characteristics(product benefit types, information presentation methods) were used as analysis criteria. The study results are as follows. First, the types of two-sided e-WOM direction were made of positive/negative, negative/positive, positive/negative/ positive, and negative/positive/negative. Second, the length of two-sided eWOM was longer than the length of one-sided eWOM and blended type accounted for the highest proportion both one-sided and two-sided eWOM at the aspect of product benefit. Third, holistic presentation method was overwhelmingly high in one-sided eWOM, whereas blended and analytic presentation methods were somewhat high in two-sided eWOM. Fourth, holistic presentation method was high in search goods, whereas blended and analytic presentation methods were high in experience goods. Based on these results, implications for two-sided e-WOM study and further research issues were discussed.

Keywords

Two-sided eWOM;Content Analysis;Descriptive Characteristics of eWOM;Content Structural Characteristics of eWOM

Acknowledgement

Supported by : 부경대학교

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