지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Consumers have collected information and sought advices from other consumer through Internet. They could collect information in virtual space (online) not real world, that is Electronic Word of Mouth (eWOM). This study focused on research the factors on effect in Electronic Word-of-Mouth (eWOM) in the open market which is mediate between individuals and online stores. This is an exploratory study for research on finding factors of effect in eWOM. First of all, 5factors are selected from interview with 31 consumers. Then online surveys are conducted and 5 factors are significantly supported. This study is academically new approach on an exploratory study and it could suggest marketers to strategically manage eWOM.
목차
등록된 정보가 없습니다.
참고문헌 (31)
참고문헌 신청
Anderson, E. W. / 1998 / Customer Satisfaction andWord of Mouth / Journal of Service Research 1 (1) : 5 ~ 17
Andrew, D. F. / 1995 / Learning by Doing and Learning from Others:Human Capital and Technical Change in Agriculture / Journal of Political Economy 103 (6) : 1176 ~ 1209
Asker, D. A. / 1991 / Managing brand equity:Capitalizing on the value of a brand / The Free Press
Baumeister, R. F. / 1982 / A self-presentational Viewof Social Phenomena / Psychological Bulletin 91 (1) : 3 ~ 26
Betterncourt, L. A. / 1997 / Customer VoluntaryPerformance: Customers as Partners in ServiceDelivery / Journal of Retailing 73 (3) : 383 ~ 406
Andrew, D. F. / 1995 / Learning by Doing and Learning from Others:Human Capital and Technical Change in Agriculture / Journal of Political Economy 103 (6) : 1176 ~ 1209
Asker, D. A. / 1991 / Managing brand equity:Capitalizing on the value of a brand / The Free Press
Baumeister, R. F. / 1982 / A self-presentational Viewof Social Phenomena / Psychological Bulletin 91 (1) : 3 ~ 26
Betterncourt, L. A. / 1997 / Customer VoluntaryPerformance: Customers as Partners in ServiceDelivery / Journal of Retailing 73 (3) : 383 ~ 406
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