온라인 리뷰가 온라인 쇼핑행동에 미치는 영향

The purpose of this study was to investigate the influence of the review’s trustworthiness, informativeness, absorptive capacity, self-efficacy on factors of potential customers who have been experienced at visiting travel agencies web-site on purchase intention by review about on-line product. All question items including the review’s trustworthiness, informativeness, absorptive capacity, self-efficacy intention to purchase in this study were drawn from the appropriate related literature. The Questionnaire was distributed over a two weeks period from August 15st 2012 to August 30th 2012. Of the 400 distributed Questionnaires 345 copies were used in the analysis to give a response rate of 86 percent. The result of the study were as follows. Firstly, the independent factors of hypothesis were divided into four factors including trustworthiness, informativeness, absorptive capacity, and self-efficacy. secondly, most of the independent factors excepting informativeness factor adopted a positively significant influence on the purchase intention. In particular, review’s trustworthiness was the most influential factor in terms of the independent factors, followed by he review’s trustworthiness, informativeness, absorptive capacity, self-efficacy in descending order respectively. Finally, review of on-line product and site had a statistically significant impact on the purchase intention.