Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Influence of Information Source Characteristics of SNS on eWOM Acceptance of CSR Information and Attitudes to the Company

SNS 정보원 특성이 온라인 CSR 구전수용과 기업태도에 미치는 영향

  • Song, Hyijae (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Kim, Ha Youn (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • 송희재 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 김하연 (서울대학교 의류학과)
  • Received : 2017.01.06
  • Accepted : 2017.07.12
  • Published : 2017.10.31
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Abstract

Interest in and use of social media as a communication channel are consistently evolving; in addition therefore, corporate social responsibility (CSR) activities have been often conducted on online channels such as social media due to the advantages offered by the rapid spread of information. Consumers can be persuaded differently and their cognition can be influenced depending on who delivers what message. This study examines the influence of information source characteristics on eWOM acceptance of CSR messages and attitudes toward a company. This study compares cases: when a company sends their CSR message versus when an individual (i.e., consumer's acquaintance) sends the company's CSR message. A total of 320 respondents were presented with online stimuli and responded to the questionnaire to identify this phenomenon. Vegan fashion (which refers to products made from raw materials without animal cruelty) was used as stimuli in this study because it is a representative example of CSR activities. As a result, when consumers are exposed to CSR messages online, perceived expertise, trustworthiness and attractiveness of information source affect consumer's electronic word-of-mouth (eWOM) acceptance and attitude toward a company. However, only trustworthiness influences eWOM acceptance in cases of a corporation information source. This study confirms the differences in eWOM acceptance and in attitudes to the company depending on to whom the messages were sent and with what content.

Keywords

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