소규모 온라인 쇼핑몰의 구전량에 영향을 미치는 사이트특성 및 유입요인에 관한 연구

이중원; 박철

doi:10.37272/JIECR.2019.02.19.1.39

주제분류

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저널정보

한국인터넷전자상거래학회
인터넷전자상거래연구 학술저널
인터넷전자상거래연구 제19권 제1호
2019.2 39 - 63 (25page)
DOI : 10.37272/JIECR.2019.02.19.1.39

저자정보

이중원 (고려대학교)
박철 (고려대학교)

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초록·키워드

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Electronic Word-of-Mouth(eWOM) has developed into a major source of information affecting 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.

#eWON #Online Shopping mall #Site characteristics #Social Media