온라인 마켓플레이스에서 구매자 관여의 역할: 경험재와 탐색재의 비교연구

As the COVID-19 pandemic continues, the non-face-to-face industry is growing significantly, increasing the interest and participation of SMEs. However, the risk is often overlooked because it does not have a clear strategy for customer engagement. Many researchers argue that customer engagement appears not only purchasing products, but also product review, product loyalty, and innovation involvement. Buyers often write product reviews in online marketplaces to exchange reliable information. This study examined in detail the interactions between buyers through product reviews, a representative form of customer engagement. As for the analysis data, the big data of the of Amazon are used. As a result, the polarization of the rating and the product review number have positive effect on sales performance, but the length and usefulness ratio of the purchase reviews have negative effect. The moderating effect of product characteristics is that the search goods is greater than the experience goods. SMEs managers who want to sell products to online marketplaces need to use product reviews properly because customer engagement in online marketplaces have not only positive impact but also negative on sales performance.