온라인 구전정보 특성이 소비자 구매의도에 미치는 영향: 중국 온라인 쇼핑 이용자를 중심으로

초록

This study examines the effects of electronic word-of-mouth (e-WOM) information characteristics on consumers’ purchase intention within the context of the rapidly growing Chinese e-commerce market. Online word-of-mouth characteristics are categorized into consensus, usefulness, vividness, timeliness, and accuracy, and their effects are analyzed through the mediating roles of information satisfaction and information trust. Data were collected from 320 university students in their twenties with online shopping experience in China and analyzed using structural equation modeling (SEM). The results indicate that all e-WOM characteristics—consensus, usefulness, vividness, timeliness, and accuracy—positively affect information satisfaction. Furthermore, e-WOM characteristics such as consensus, vividness, and timeliness have significant positive effects on information trust. Information satisfaction was confirmed to positively influence information trust as a key precursor, and both variables significantly enhance purchase intention. These findings hold academic significance by empirically demonstrating the psychological mechanism where qualitative e-WOM characteristics lead to purchase through satisfaction and trust. Practically, the study highlights the importance for online shopping mall operators to establish qualitative control systems that manage the timeliness and vividness of information, rather than simply increasing the quantity of reviews, to strengthen consumer trust and promote purchase intention.

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