대학생 정보탐색자의 성격특성이구전 커뮤니케이션 의존에 미치는 영향

초록

The objective of this study was to examine influences of personality of information seekers on instrumentality of word of mouth communication. Basically, this study classified personality of information seekers into a positive group and a negative group, and then identified relations between online buzz activities, self-efficacy related to the WOM information search, and instrumentality of WOM communication. As the results, in a positive group, online buzz activities and expertise which is, one of self-efficacies have an significant effect on instrumentality of WOM communication. In a negative group, however, there is a significant relationship between information accessibility, one of self-efficacies, and instrumentality of WOM communication. Based on the study results, some marketing implications, limitations, and future research were discussed.

키워드