소규모 온라인 쇼핑몰의 구전량에 영향을 미치는 사이트특성 및 유입요인에 관한 연구

초록

ffecting consumer’s decision-making according to the development of social media and ICT technology. Many studies have analyzed the effect of the eWOM on the marketing performance such as sales, and the analysis of the antecedent factors of eWOM. However, most studies on the antecedent factors of eWOM had limitations in that they did not fully explain the leading factors of eWOM at the enterprise level. Therefore, this study analyzed the effect of website characteristics and inflow factors on the volume of eWOM of small online mall, which are variables at the enterprise level. 306 small online shopping mall data were collected and multiple linear regression analysis was performed. As results, economic incentives, and PB product, and average time of staying had positive effects on all types of the eWOM volume. On the other hand, multichannel distribution factors had a positive effect on the amount of traditional eWOM, but had only an insignificant effect on the amount of social media eWOM. On the contrary, factors of platform support and mobile visitor has turned out to have a positive effect only on the amount of social media eWOM

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