Perceived Influence of Online Consumer Reviews: a Comparison of Korea and Us
Recently, online consumer reviews are one of the important information sources of the electronic word-of-mouth around world. In this study, we developed a structural model of perceived influence of online consumer reviews and compared this model between Korea and U.S. The empirical results demonstrated that consumer susceptibility to interpersonal influence (CSII) had a positive impact on the perceived usefulness of online reviews. The results also indicated that the Internet shopping experience had a significant effect on the perceived usefulness and usage frequency of online reviews, respectively. However, the Internet shopping experience did not have a significant effect on the usage frequency of online reviews for U.S. samples. The perceived usefulness of online reviews had a positive effect on the usage frequency of the online reviews. In addition, the perceived usefulness and usage frequency of the online reviews had a significant impact on perceived influence of the online reviews. This study also investigated a comparison of the structural model. The results supported the moderating effects of national culture in several paths. Based on these results, we discuss implications for international online marketing communication.
Cheol Park and TaeMin Lee (2008) ,"Perceived Influence of Online Consumer Reviews: a Comparison of Korea and Us", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 135-136.
Cheol Park, Korea University, South Korea
TaeMin Lee, ChungBuk National University, South Korea
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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