소비자 성격, 제품관여도 및 보상이 온라인 잠복관찰행위에 미치는 영향

This paper studied the influence of Personality, Product Involvement and Reward on Online Lurking Behavior (OLB) through the PLS analysis with 197 samples collected from college students. The result showd that: First, Each of the Consciousness, Agreeableness and Neuroticism did not appear to give influence to the OLB directly, but Consciousness did through Indifference to posting. Second, Product Involvement showed direct influence to the OLB and indirect influence as well via Indifference to posting. Third, Reward from the company appeared to give negative influence to the OLB, which assures the possibility of a company inducing posting from online lurkers by providing Rewards. Fourth, Indifference to posting showed positive influence to OLB. This study is exploratory, and has a limit in throughly measuring OLB. Despite the limits, this study is meaningful in that it considered both the direct and indirect influence in the analysis of Influencing factors on the OLB. More meaningful suggestions can be expected on the OLB in future study if various parameters discouraging posting, and Extraversion and Openness out from the Five-Factor are added to the study model. KCI Citation Count: 2