Proceedings of the CALSEC Conference (한국전자거래학회:학술대회논문집)

Society for e-Business Studies (한국전자거래학회)
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Does the Consumer Knowledge Moderate the relationship between the Information Characteristcs and Word of Mouth Performance in Online Environment?

  • Lee, Eun-Young (Dept. of Industrial Management, Korea University of Technology and Education) ;
  • Lee, Thae-Min (Dept. of E-Business, Dongseo University) ;
  • Lee, Won-Jun (College of Business Administration, Seoul National University)
  • Published : 2005.03.23
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Abstract

This study identified online information characteristics and investigated the effects of information characteristics on word of mouth performance in online environment. And the comsumer knowledge was found to be a moderator of the relationship between information characteristics and WOM performance in online environment. The implication of this work to both researchers and practitioners were discussed.

Keywords