Abstract
Abstract Word-of-mouth (WOM) communication (traditionally important in consumption) is expanding its influenceinto cyber space and is playing an important role in online shopping. Consumers who use online shoppingmight not readily make purchasing decisions due to information overload, lack of accurate product recog-nition, and the distrust of commercial information. Subsequently, people use WOM communication for amutual interchange with others who share common concerns, interests, and purposes. This study examinesthe consumer characteristics, perceived risk on online shopping and benefits of online shopping accordingto WOM behavior that may significantly affect consumer actions. Factor analysis, t-test, one-way ANOVA,cluster analysis, and Chi-square analysis were used for statistical analysis to identify the differences in con-sumer characteristics. Online WOM behavior consumers purchased more various items than offline WOMbehavior consumers; however, the most influential purchasing factor was price regardless of WOM beha-vior. Offline WOM behavior consumers have shown higher perceived online shopping risks and benefits.Key words: Online word of mouth, Online shopping benefit, Online perceived risk; 온라인 구전, 온라인 쇼핑혜택, 온라인 위험지각
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