| abstract |
| Background Among Internet-based platforms, websites are a representative factor in identifying companies or brands online. Consumers form a positive attitude toward the brand through the website and share the information obtained from the website with an unspecified number of people online. Accordingly, this study explored the effect of the layout of bookstore websites on electronic word-of-mouth and the mediating effect of brand awareness.
Methods In the case study, the layout of the websites of Kyobo Bookstore, Yes24, and Aladdin, which are domestic bookstore brands, was analyzed as morphological factors. In the empirical study, a survey was conducted to collect data necessary for analysis to verify the influence relationship between the semantic elements of layout, electronic word-of-mouth, and brand awareness in website design. The collected data verified the hypothesis and mediating effect of the study through structural equations modeling.
Result It was found that the layout of the bookstore website design had a partially significant effect on electronic word-of-mouth and brand awareness. In addition, it was found that the brand awareness of bookstores had a positive effect on electronic word-of-mouth, and the mediating effect of brand awareness was confirmed between some elements of the layout of bookstores' websites and electronic word-of-mouth.
Conclusion This study is significant in that it has derived practical and marketing implications by demonstrating that companies need to focus on the morphological and semantic elements of the layout when designing websites. In future studies, it is expected that further expanded research will be conducted based on this study. |
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| Key Words |
| 디자인 레이아웃, 온라인 구전, 브랜드 인지도, Design Layout, e-WOM, Brand Awareness |
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