The Moderating Effect of Characteristics of Message and SNS on the Relationship between the Direction of WOM and Consumer Attitude
구전정보방향성과 소비자태도와의 관계에 대한 메시지특성과 SNS특성의 조절효과

Sung-Soo Kim, Tony Donghui Ahn
2016 Journal of Digital Convergence  
This study aims to explore the effect of characteristics of eWOM(Word-of-mouth) on consumer attitude in SNS(Social Network Service). The characteristics of WOM were classified into characteristics of message (polarity, verifiability, consensus) and characteristics of SNS (social presence, interaction). Data of 554 samples were collected from the university students of SNS users. The key results showed that the polarity of the WOM has a strong positive effect on consumer's attitude, and the
more » ... e of verifiability and consensus has a moderating effect on the polarity-attitude relationship. On the contrary, characteristics of SNS such as social presence and interaction have a direct effect on consumer attitude and have no significant moderating effect on the polarity-attitude relationship. This study provides an academic enhancement in the research of the relationship between the characteristics of WOM and consumer's attitude in the SNS environment. Practical implications are also drawn from these findings.
doi:10.14400/jdc.2016.14.6.177 fatcat:hv2qb3e4dbh4zfxzhjfdimbuzq