육아커뮤니티에서 온라인 구전정보 조회 수에 영향을 미치는 요인에 관한 연구

Abstract

Online customer participation has been increased as social media has been developing. Consumers participate actively online community writing online reviews, so online reviews are one of the important factors consisting reputation economy. Online consumer review is considered as a strong word-of-mouth, and it affects decisions of other consumers. Online reviews include various information and opinions like quality, discount, user experience, and complaints on products, services, and company. Even young parents communicate not only individual but also social issues in online parenting community. This study examined the factors influencing the response of online reviews in parenting community. To do this, 1,470 comments and reviews were collected in Moms-Holic, the biggest online community of parenting in Korea. Using content analysis, number of read, number of reply, product item, brand, information contents, contents direction, picture, characteristics of information were analyzed. As results, number of reply, necessary item, local brand, availability of pictures, and real experience contents affect the number of read of the review. Implications are suggested in the conclusion.