S-Space College of Business Administration/Business School (경영대학/대학원) Institute of Management Research (경영연구소) 경영논집 경영논집 vol.38 (2004)
온라인 준거집단에 대한 개념적 고찰 : A Conceptual Study on On-Line Reference Group
- Issue Date
- 서울대학교 경영대학 경영연구소
- 경영논집, Vol.38 No.4, pp. 19-28
- Online reference groups ; Online reference group influences ; Online consumers’ purchase decision making ; Electronic Commerce
- It is claimed that online reference groups influence online consumers shopping behavior.
This paper explores the notion of online reference groups, attempts to provide conceptual
framework to characterize them, and discusses their influences to online consumers. Practical
and theoretical implications are discussed including future research directions.