The Internet has extended consumers’ options for gathering information, and has provided consumers offer their own consumption-relation advice by (eWOM).
(Hennig-Thurau et al., 2004)
Purposes of the Study To examine the impact of eWOM information direction To investigate the influence website reputation To examine the interactions of eWOM information direction and website reputation with product type
Pretest 20 males and 20 females The eWOM information stressed on 5-point scale. The website’s reputation was measured on 5-point scale.
Measures 1 2 3 4 strongly disagree 5 strongly agree This eWOM information will crucially affect my purchase decision. Item3 I think this eWOM information is credible. Item2 I will refer to this eWOM information in purchase decision. Item1 5-point ratings
Participants Men : women = 55.5 : 44.5 Gender 19-28 Age 55 Number Seoul Location Undergraduate students (business classes) Level