온라인 제품전환 효과에 영향을 미치는 요인 : 온라인 쇼핑혜택, 구전, 소비자 특성을 중심으로Factors Influencing the Effects of Online Product Transformation : Online Shopping benefits, Electronic Word-of-Mouth, and Consumer Characteristics
- Other Titles
- Factors Influencing the Effects of Online Product Transformation : Online Shopping benefits, Electronic Word-of-Mouth, and Consumer Characteristics
- Authors
- 박철; 이연진
- Issue Date
- 2006
- Publisher
- 한국데이터전략학회
- Keywords
- Internet Marketing; Experience Goods; Online WOM; Online Shopping; e-Business
- Citation
- Journal of Information Technology Applications & Management, v.13, no.3, pp.181 - 200
- Indexed
- KCI
- Journal Title
- Journal of Information Technology Applications & Management
- Volume
- 13
- Number
- 3
- Start Page
- 181
- End Page
- 200
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/125947
- ISSN
- 1598-6284
- Abstract
- The purpose of this study is to examine factors influencing online product transformation focusing on benefits of online shopping and word of mouth. Generally, it has been known that buying search goods is more proper than experience goods in the online. However benefits of online shopping and word of mouth make product transformation from experience goods to search goods and the product transformation promote the purchase of experience goods online. We developed a conceptual model of online product transformation including benefits of online shopping(e.g. good price and convenience), online word of mouth (e.g. bulletin board and consumer reviews), and consumer characteristics (e.g. innovativeness and Internet usage). Also, we suggest several research propositions on online product transformation. The implications for marketing strategies of experience goods and furher research direction are suggested.
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Collections - College of Global Business > Global Business in Division of Convergence Business > 1. Journal Articles
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