구전정보 매체유형이 소비자 제품태도에 미치는 영향에 관한 연구

The purpose of this study is to analyze the effects of Word-of-Mouth media types on the product attitudes of consumers. Also we consider the product involvement and gender as moderating variables. The results show that word-of-mouth media types have effects on the product attitudes of consumer, that is, off-line has more influences than on-line does. As for the effect, the product involvement moderates the relationship between the media types of word-of-mouth and the product attitudes of consumers, while the gender does not. The results show that while building the word-of-mouth marketing strategy, the companies should not only pay attention to the on-line media type, but lay importance on the off-line media type, which is also an important mean of communication.