디지털융복합연구 (Journal of Digital Convergence)

  • 제14권6호
  • /
  • Pages.177-186
  • /
  • 2016
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

구전정보방향성과 소비자태도와의 관계에 대한 메시지특성과 SNS특성의 조절효과

The Moderating Effect of Characteristics of Message and SNS on the Relationship between the Direction of WOM and Consumer Attitude

  • 김성수 (한국산업기술대학교 경영학부) ;
  • 안동희 (한국산업기술대학교 경영학부)
  • Kim, Sung-Soo (Dept. of Business Management, Korea Polytechnic University) ;
  • Ahn, Tony Donghui (Dept. of Business Management, Korea Polytechnic University)
  • 투고 : 2016.05.01
  • 심사 : 2016.06.20
  • 발행 : 2016.06.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

이 연구는 SNS상에서 제품에 대한 사용자의 구전정보의 특성이 소비자 태도에 미치는 영향을 실증적으로 검증하는 것을 목적으로 하였다. 특히 긍정 혹은 부정적 내용으로 나뉜 메시지와 소비자태도의 관계에 있어서, 메시지의 사실성, 동의성, 사회적 실재감, 상호작용의 조절효과가 있는지 살펴보았다. SNS 사용 대학생을 대상으로 수집한 554개 표본을 대상으로 실증분석한 결과, 구전 메시지의 방향성에 따라 소비자 태도는 유의적인 변화를 보였으며, 특히, 메시지가 판단적일 때보다 사실적일 때, 그리고 메시지에 대해 SNS사용자가 다양한 동의감을 표출할수록 더 큰 영향을 받았다. 한편, 참여자의 실재감이나 상호작용 등 SNS의 고유한 특성은 유의적인 조절효과가 발견되지 않았으며 이들은 소비자 태도에 직접 영향을 미치는 것으로 나타났다. 본 연구는 SNS에서의 소비자 태도 형성과정에서 메시지의 특성과 SNS특성에 따라 소비자 태도가 어떻게 영향을 받는지 학술적 연구의 범위를 확대하였고, SNS를 통해 마케팅 활동을 수행하는 실무자들에게도 유용한 시사점을 제시한다.

This study aims to explore the effect of characteristics of eWOM(Word-of-mouth) on consumer attitude in SNS(Social Network Service). The characteristics of WOM were classified into characteristics of message (polarity, verifiability, consensus) and characteristics of SNS (social presence, interaction). Data of 554 samples were collected from the university students of SNS users. The key results showed that the polarity of the WOM has a strong positive effect on consumer's attitude, and the degree of verifiability and consensus has a moderating effect on the polarity-attitude relationship. On the contrary, characteristics of SNS such as social presence and interaction have a direct effect on consumer attitude and have no significant moderating effect on the polarity-attitude relationship. This study provides an academic enhancement in the research of the relationship between the characteristics of WOM and consumer's attitude in the SNS environment. Practical implications are also drawn from these findings.

키워드

참고문헌

  1. Jonah Berger, "Word of mouth and interpersonal communication: A review and directions for future research," Journal of Consumer Psychology, Vol. 24, No.4, pp.586-607, 2014 https://doi.org/10.1016/j.jcps.2014.05.002
  2. Young Min Choi, Sang-Wook Bae, "A Study on the Impacts of WOM Information Characteristics on WOM Effect." Journal of the Korea Academia-Industrial Cooperation Society, Vol.17, No.2, pp.307-314, 2016 https://doi.org/10.5762/KAIS.2016.17.2.307
  3. P. M. Herr, F. R. Kardes, J. Kim, "Effects of word-of-mouth and product attribute information on persuasion: An accessibility-diagnosticity perspective," Journal of Consumer Research, Vol.17, No.4, pp.454-462, 1991. https://doi.org/10.1086/208570
  4. D. R. Fortin and R. R. Dholakia, "Interactivity and Vividness Effects on Social Presence and Involvement with a Web-based Advertisement," Journal of Business Research, Vol.58, No.3, pp.387-396, 2005. https://doi.org/10.1016/S0148-2963(03)00106-1
  5. R. E. Nisbett and L. Ross, "Human Inference: Strategies and Shortcomings of Social Judgment," Englewood Cliffs, N. J.: Prentice-Hall, 1980.
  6. J. W. Lim, E. Y. Lee, "online word-of-mouth, online information, credibility, referability, consensus, vividness, community interaction, information accessibility, information flexibility", Korean Marketing Journal, Vol.8, No.4, pp. 59-77, 2007.
  7. Park, Tan woo, Lee, Kyung Yul, "An Integrated Model of Information Processing of eWOM on Social Network Service," Advertising Research, No.100, Spring 2014,
  8. M. B. Holbrook, "Beyond attitude structure: Toward the information determinants of attitude," Journal of Marketing Research, Vol. 15, No. 4, pp. 545-556, 1978. https://doi.org/10.2307/3150624
  9. Ju-Yang Lee, Phil-Sik Jang, "Effects of Message Polarity and Type on Word of Mouth through SNS," The Journal of Digital Policy & Management, Vol 11, No.6, pp.129-135, 2013
  10. C. H. Kim,"A study on the online Words of mouth Behavior: Structural Analysis of the online WOM information searching, Website visit, Purchase and WOM information delivery", Korea Research Academy of Distribution and Management Review, Vol. 13, No. 5, pp.55-75, 2010.
  11. Lee, Eun Young, Lee, Thae Min, "The Effects of Information Characteristics on Word of Mouth Performance in Online Environment: Focused on the Moderating Effect of Consumer Knowledge," The Korean Journal of Advertising. Vol. 16, No. 2, pp.7-33, 2005
  12. Chiou, J.S. and C. Cheng, "Should a company have message boards on its websites?," Journal of Interactive Marketing, Vol. 17, No.3, pp.50-61. 2003 https://doi.org/10.1002/dir.10059
  13. Schindler, R.M. and B Bickart, "Published word of mouth: Referable ,consumer-generated information on the Internet,"Online Consumer Psychology: Understanding and Influencing Behavior in the Virtual World, pp.35-61, 2005
  14. Chang-Ho Kim, "The Influence of Internet WOM Information valence and Contents to WOM Effects," International Commerce and Information Review, Vol.8, No.4, pp.23-41, 2006
  15. M.S. Balaji, Kok Wei Khong, Alain Yee Loong Chong, "Determinants of negative word-of-mouth communication using social networking sites," Information & Management, Article in press, 2016
  16. J. Y. Lee and P. S. Jang, "Effects of Message Polarity and Type on Word of Mouth through SNS", The Journal of Digital Policy & Management, Vol.11, No. 6, pp.129-135, 2013.
  17. S. W. Shin, J. H. Kim, "The Effects of Reply Valence, Consensus and Friend's Recommendation on the Word-of-Mouth Diffusion and Purchase Intention within the Context of Social Network Service", The e-Business Studies, Vol. 14, No. 5, pp.3-32, 2013.
  18. Na-Rae Jung, Young-Ran Kim, "The Influence of Customer's Purchasing Attitude for cosmetic by Characteristic of SNS on Related Information and Purchase Satisfaction," Korea Journal of Aesthetics and cosmetics society, Vol.12, No.4, pp.565-573, 2014
  19. Yong-kil Cho, "The Effect of Self-Disclosure on the Intention to Use of SNS in the Digital Convergence Environment", Journal of digital convergence, vol.13, No.5, pp.139-150, 2015 https://doi.org/10.14400/JDC.2015.13.5.139
  20. Ji Yoon Kim, Kyonghee Chu, "The Role of Perceived Value on the Continuance Intention in Mobile Social Network Service," Journal of digital convergence, Vol.12, No.10, pp.211-222, 2014 https://doi.org/10.14400/JDC.2014.12.10.211
  21. Delone W, McLean ER. "The DeLone and McLean Model of Information systems Success, A ten-year undate." Journal of Management Information systems, Vol. 19, No. 4, PP.9-30, 2003. https://doi.org/10.1080/07421222.2003.11045748
  22. https://en.wikipedia.org/wiki/Social_networking_service
  23. K. N. Shen and M. Khalifa, "Exploring Multidimensional Conceptualization of Social Presence in the Context of Online Communities," International Journal of Human-Computer Interaction, Vol. 24, No. 7, pp.722-748, 2008 https://doi.org/10.1080/10447310802335789
  24. So-Young Park, Sung-Hui Cho, "Formation of Social relationship through SNS and adolescents' life satisfaction", Journal of digital convergence, Vol.13, No.2, pp.371-379, 2015 https://doi.org/10.14400/JDC.2015.13.2.371
  25. Jung-Yul Jo, "Power of SNS Authenticity on Company Reputation," Journal of digital convergence, Vol 13, No.2, pp.73-81, 2015 https://doi.org/10.14400/JDC.2015.13.2.73
  26. Yoo-Jung Kim, Bang-Jee Chun, So-Ra Kang, "The Effect of Social Presence and affection on Participation in the UCC Service," The Journal of Information systems, Vol.16, No.4 pp.157-191, 2007
  27. Mun, Young-Ju, Lee, Jong-Ho, "A Study on the Effects of Shopping Value on Trust and repurchase Intention in Open Market: An Analysis of Moderating Effects of Social Presence," Business Education Review, No.61, pp.227-248, 2010,
  28. A. Mislove, M. Marcon, K. P. Gummadi, P. Druschel, and B. Bhattacharjee, "Measurement and Analysis of Online Social Networks," Proceedings of the 7th ACM SIGCOMM conference on Internet measurement, pp.29-42, 2007.
  29. U. Pfeil, R. Arjan, and P. Zaphiris, "Age differences in online social networking-A study of user profiles and the social capital divide among teenagers and older users in MySpace," Computer in Human Behavior, Vol.25, No.3, pp.643-654, 2009. https://doi.org/10.1016/j.chb.2008.08.015
  30. K. Subrahmanyam, S. M. Reich, N. Waechter, and G. Espinoza, "Online and offline social networks: Use of social networking sites by emerging adults," Journal of Applied Developmental Psychology, Vol.29, No.6, pp.420-433, 2008. https://doi.org/10.1016/j.appdev.2008.07.003
  31. M. Lombard and J. Snyder-Duch, "Interactive Advertising and Presence: A Framework,"Journal of Interactive Advertising, Vol. 1, No. 2, pp.56-65, 2001. https://doi.org/10.1080/15252019.2001.10722051
  32. S. Rafaeli, "Interactivity: From New Media to Communication, Sage Annual Review of Communication Research: Advancing Communication Science", Vol.16, pp.110-134, Sage: Beverly Hills, CA. 1988.
  33. Mi-Hae Shin, Sang-Heon Oh, Dae-Yong Hwang, Su-Seok Seo, Young-Chul Kim, "Effect of SNS Characteristics on Consumer Satisfaction and Purchase Intention of Agri-food Contents," Journal of the Korea contents association. Vol. 12, No. 11, pp.358-367, 2012 https://doi.org/10.5392/JKCA.2012.12.11.358
  34. Jin Tech Joung, Dong Sup Youm, "Received reliability on the Message Sidedness, Site Credibility and User Characteristics in Online Postscript," Korean Journal of Consumer and Advertising Psychology, Vol. 10, No. 2, pp.337-356, 2009 https://doi.org/10.21074/kjlcap.2009.10.2.337
  35. Hyeon-Ho Park, Hee-Ock Nho, Yong-Ho Kim, "The Impact of Perceived IT Threat on Convergence Information System Performance", Journal of the Korean Convergence Society, Vol 6, No.3, pp.65-71, 2015
  36. Jun-Young Go, Keun-Ho Lee, "SNS disclosure of personal information in M2M environment threats and countermeasures", Journal of the Korea Convergence Society, Vol. 5, No. 1, pp. 29-34, 2014. https://doi.org/10.15207/JKCS.2014.5.1.029
  37. Myung-Seong Yim, "Smart Paradox: An Effect of Mobile Instant Messengers", Journal of the Korea Convergence Society, Vol. 3, No. 4, pp. 7-13, 2012.
  38. Kyung-Ja Park, Seong-Joon Park, Hee Young Jang, "Study on the Use of SNS for Tasks: Focus on the Task-Media Fit", Journal of Digital Convergence, Vol.12, No.2 pp.577-586, 2014 https://doi.org/10.14400/JDC.2014.12.2.577