Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)

Korea Society of Digital Industry and Information Management (디지털산업정보학회)
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A Study on an effect of Online-Word-of-Mouth and Brand Relationship Quality on Consumer's decision making to purchase

온라인 구전과 브랜드 관계의 질적 요인이 소비자 구매 의도에 미치는 영향

  • 배순한 (한양대학교 일반대학원 경영학과) ;
  • 전중양 (건국대학교 밀러MOT스쿨 기술경영학과) ;
  • 박종순 (서일대학 인터넷정보과)
  • Received : 2011.08.22
  • Accepted : 2011.09.16
  • Published : 2011.09.30
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Abstract

People could be effected by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude because of a lack of information about products or services what they needed. And also there are two kinds of views about Brand communication. One is that Brand communication would be weakening due to less cost to search information. the other is that Brand communication would be strengthen because of a lack of sensibility to product. Therefore, the purpose of this study is to examine the function of online word of month and the effect of brand communication by adopting a concept of BRQ. As The results, First, Online word of mouth have significantly effected on consumer's attitude even though those information are all texts and have been suspicious if it is true or not. Second, consumer brand relationship quality have a influence on consumer's attitude. In conclusion, This study would give implications for companies to build marketing strategies.

Keywords

References

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