Who are you behind the review? The effect of reviewers' profiles on consumer response리뷰작성자의 회원정보가 소비자 반응에 미치는 영향에 대한 연구

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dc.contributor.advisorRyu, Seun-Ho-
dc.contributor.advisor유승호-
dc.contributor.authorLee, Ji-Sun-
dc.contributor.author이지선-
dc.date.accessioned2013-09-12T02:05:36Z-
dc.date.available2013-09-12T02:05:36Z-
dc.date.issued2012-
dc.identifier.urihttp://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=509198&flag=dissertation-
dc.identifier.urihttp://hdl.handle.net/10203/181115-
dc.description학위논문(석사) - 한국과학기술원 : 문화기술대학원, 2012.8, [ iv, 39 p. ]-
dc.description.abstractAs E-commerce market expands and a number of consumers buy products online, they seek for credible reviews about products before purchasing since consumers lack direct interaction with them. This study focuses on online consumer reviews and reviewers and investigates what affects them to be credible to consumers and their effect on consumer response. The study examines reviewers and reviews in terms of reviewers’ profiles and review valence. A 2 (levels of profiles) x 2 (review valence) online experiment was conducted with 245 subjects. The result indicates that reviewers’ profiles and reviews affect consumer credibility and consumer response. Negative reviews negatively affect consumer response regardless of reviewers` different levels of profiles, whereas positive reviews positively affect consumer response according to reviewers` different levels of profiles. As such, online marketers must organize a system for reviewers’ profiles in order to provide consumers with credible reviews for helping their purchase decision.eng
dc.languageeng-
dc.publisher한국과학기술원-
dc.subjectonline consumer reviews-
dc.subjectreview valence-
dc.subjectnegativity effect-
dc.subjectsource credibility-
dc.subject온라인 소비자 리뷰-
dc.subject리뷰 긍정/부정성-
dc.subject부정성 효과-
dc.subject정보원의 공신력-
dc.subject정보 공신력-
dc.subjectinformation credibility-
dc.titleWho are you behind the review? The effect of reviewers' profiles on consumer response-
dc.title.alternative리뷰작성자의 회원정보가 소비자 반응에 미치는 영향에 대한 연구-
dc.typeThesis(Master)-
dc.identifier.CNRN509198/325007 -
dc.description.department한국과학기술원 : 문화기술대학원, -
dc.identifier.uid020104401-
dc.contributor.localauthorRyu, Seun-Ho-
dc.contributor.localauthor유승호-
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GCT-Theses_Master(석사논문)
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