온라인 구전의 개념적 고찰

Abstract

With the advent of the digital age, connectivity between customers increases, and the rapid development of electronic communication has led consumers to gain access to their reviews, on products and services on various channels (business official websites, online communities, newsgroups, chat rooms, email, blog, virtual customer communities and other social networks). The influence of online word of mouth is much more powerful than traditional WOM. The exchange of such information among consumers is not a new phenomenon, but the Internet has dramatically improved the interaction of consumers, especially within social networking sites (Schindler & Bickart, 2012).
 According to the product, many studies have emphasized reliability, consent, and vividness as factors that influence users following the direction of the oral version. So, what is the cause of having the motivations. Various studies have been conducted, but in recent studies, it can be seen as a favorable human relationship orientation, post-purchase advice, focus-related utility, and so on. Finally, online sites should give customers a sense of belonging, reputation, and pleasure in helping them with their own needs to create a system to carefully manage and compensate customers who are active in oral activities to support and support their activities.