CAJ | 학술논문

本研究从移动口碑信息接收者的视角，在理性行为理论、媒介依赖理论和信任理论基础上，构建消费者移动口碑接收意愿的影响模型。研究结果发现，信任对消费者移动口碑接收意愿具有显著的正向影响，并通过情感态度对消费者移动口碑接收意愿产生间接影响。手机依赖对消费者移动口碑接收意愿没有显著影响，但通过情感态度对消费者移动口碑接收意愿产生间接影响。
본연구종이동구비신식접수자적시각，재이성행위이론、매개의뢰이론화신임이론기출상，구건소비자이동구비접수의원적영향모형。연구결과발현，신임대소비자이동구비접수의원구유현저적정향영향，병통과정감태도대소비자이동구비접수의원산생간접영향。수궤의뢰대소비자이동구비접수의원몰유현저영향，단통과정감태도대소비자이동구비접수의원산생간접영향。
With the development of the mobile internet and the smartphone, the existing WOM theory cannot effectively explain the consumer’s WOM communication.Based on the Theory of Reasoned Action, Media Dependency Theory and Trust Theory, this paper constructs a study model of consumer’s mobile WOM receiving intention from the receivers’point of view. The results show that the trust has significant positive direct influence on consumer’s mobile WOM receiving intention, and has indirect influence on consumer’s mobile WOM receiving intention through the mediate role of affective attitude.Smartphone dependency has no direct influence on consumer’s mobile WOM receiving intention, but it has indirect influence on consumer’s mobile WOM receiving intention through the mediate role of affective attitude.