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Korean Journal of Psychology: General

The Impact of Electronic Word of Mouth on Consumer Behavioral Intention Depending on Communication Channel Types

Korean Journal of Psychology: General / Korean Journal of Psychology: General, (P)1229-067X; (E)2734-1127
2015, v.34 no.1, pp.335-352



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Abstract

Consumers like to share their experiences with products and services through a variety of different communication channels. Since the advent of social media, they often communicate with others via social network site, blogs, and other online channels. While previous studies have mainly investigated the antecedents of consumers’ positive word-of-mouth (WOM) intentions and behaviors over social media, it still remains unclear how online communication channels affect consumer behavioral intention such as purchase intention. In this article, a stochastic model is presented to examine the relative effectiveness of online channels in improving marketing performance. The empirical results show that two-way channel has stronger impact on purchase intention than one-way channel.

keywords
확률모델, 온라인 커뮤니케이션 채널, 구전내용, 바이럴 마케팅, 구전효과, 구매의도, 소셜미디어, Online communication channel, electronic word of mouth, purchase intention, probability model

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Korean Journal of Psychology: General