부산대학교 도서관

With the development of the online environment, terms such as non-face to face and untact marketing have emerged. Due to environmental changes, consumers' purchasing activities are also frequently converted from offline to online. The frequency of purchasing products or services online is increasing. This study examines the impact of e-Wom characteristics on consumer purchasing intentions. In the process of e-WOM proliferation, consumers' willingness to share and accept information about WOM affects consumers' judgment on the product, so consumers' willingness to buy is related to information sharing and information acceptance. The results of the study are as follows. The newness of WOM characteristics (vividness, consent, newness and neutrality) has had a positive effect on information sharing. Second, WOM characteristics partially affected the acceptance of information (+). All of the WOM characteristics except agreeability had a positive effect on the acceptance of information. Third, sharing information and accepting information have had a positive impact on purchasing intentions. Fourth, as a result of verifying the relationship between information sharing and information acceptance, information sharing had a positive effect on information acceptance.