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ISSN : 1229-8778
The research investigated the perceived reliability across the message sideness, online site credibility and user's characterist in online postscript. It classified user's postscript to the one-sided message vs two-sided message. Also, it investigated the effects of the user's postscript across the type of online site credibility: high or low site. And, it was user's postscript across the information of product's evaluation in online markets. The results of empirical testing are as follows First, the user's postscript of two-sided message is more effective than one-sided message in the online markets. Second, the user's postscript of high credibility site is more effective than low site. Third, in the case on the two-sided postscript message is high credibility site more effective than one-sided message. But, there is no difference between the two in the low credibility online markets. At last, when there is information of product's evaluation message has more influence no information does. In conclusion, this thesis is the meaningful attempt to set a basis for combining the word of mouth effects and message sidedness effects on new research context, the online market. It also provided a new approach and perspective to understand the behavior of online consumer by focusing on how online consumers are influence by the product evaluation information provided from so-called postscript.
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