와인소비자의 온라인 구전정보 특성이 지각혜택, 지각위험 및구전효과에 미치는 영향

The purpose of this study is to investigate how the characteristics of eWOM influence perceived risk, perceived benefit, and WOM effect in the wine industry. To achieve this goal, a field survey measuring variables was carried out targeting consumers who purchased wine through the internet within the past three months. Next 426 samples were analyzed using PASW Ver. 20.0, and AMOS Ver. 20.0 statistics package was used for the reliability analysis, correlation analysis, confirmatory factor analysis and pass analysis to test the hypotheses from the model. A confirmatory factor analysis established the adequate level of reliability and validity of the measures. The structural model was found to include an acceptable fit to collected data. The summary of hypothesis verification results are as follows. First, according to factor analysis, variables were classified into vividness, consensus, unbiased information, perceived risk, perceived benefit, and WOM effect. Second, the hypothesis inspection concluded that vividness, consensus and unbiased information have a positive influence on perceived benefit but not on perceived risk. Finally, perceived benefit has a positive effect on WOM effect, however perceived risk has a negative effect on WOM effect. The results provide both industry and academic researchers with a guide to process wine marketing through the internet.