Browse > Article
http://dx.doi.org/10.5392/JKCA.2013.13.01.073

Attributes of Trusted Blog Contents: Through Analysis of Product-reviews in Powerblogs and Consumer Survey  

Soh, Hyeonjin (성신여자대학교 미디어커뮤니케이션학과)
Publication Information
The Journal of the Korea Contents Association / v.13, no.1, 2013 , pp. 73-82 More about this Journal
Abstract
The purpose of this study is to explore attributes of trusted blog product-reviews and to examine the weight of each attribute. First, the attributes of trusted blog product-reviews were collected through consumer interviews. Second, the trust attributes were examined in terms of their relative importance. The results are: 1) Thirty-five of trust attributes were discovered and categorized into 'popularity', 'presence', 'attractiveness', 'trustworthiness', and 'expertise'. 2) In general, attributes reflecting usefulness, trustworthiness and attractiveness seemed the most important trust factors. 3) 'presence', which have not been highlighted so far in trust research, was emerged as an important trust factor in the web blog context. Theoretical and practical implications were discussed.
Keywords
Power Blog; Influential Blog; Product Review; Credibility; Trust; Survey;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 윤혜정, 안승혜, 이중정, "파워블로그의 신뢰 요인 이 제품 및 서비스 구매의도에 미치는 영향", 한국콘텐츠학회논문지, 제12권, 제2호, pp.411-419, 2012.
2 DMC Media & Technology Group, 블로그 마케 팅 트랜드 분석, 2008.
3 이호영, 정은희, 블로그를 중심으로 본 디지털 콘 텐츠의 사회적 확산, 정보통신정책연구원, 2008.
4 주우진, 노민정, "소비자의 가치 추구 동인이 블로 그 리뷰의 신뢰성 지각에 미치는 영향: 유대강도에 따른 조절효과를 중심으로", 한국마케팅저널, 제13권, 제4호, pp.159-189, 2012.
5 T. Johnson and B. Kaye, "In blog we trust? Deciphering credibility of components of the internet among politically interested internet users," Computers in Human Behavior, Vol.25, pp.175-182, 2009.   DOI   ScienceOn
6 강지웅, 김시현, 성윤희, 임드보라, "파워블로그의 영향력에 관한 연구", 한국언론정보학회 학술대회 발표집, pp.295-330, 2008.
7 R. Mayer, J. Davis, and F. Schoorman, "An Integrative Model of Organizational Trust," Academy of Management Review, Vol.20, No.3, pp.709-734, 1995.
8 R. Morgan and S. Hunt, "The Commitment -Trust Theory of Relationship Marketing," J. of Marketing, Vol.58, pp.20-38, 1994(7).
9 D. McAllister, "Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations," Academy of Management Journal, Vol.38, No.1, pp.24-59, 1995.   DOI   ScienceOn
10 H. Soh, L. Reid, and K. King, "Measuring Trust in Advertising: Development and Validation of the ADTRUST Scale," J. of Advertising, Vol.38, No.2, pp.83-103, 2009.
11 M. Markowitz, "How much are integrity and credibility worth?," EDN, Vol.44, No.26, p.31, 1999.
12 N. C. Burbules, "Paradoxes of the Web: The ethical dimensions of credibility," Library Trends, Vol.49, No.3, pp.441-453, 2001.
13 www.rbs0.com/credible.pdf, 2004
14 S. Yang and J. Lim, "The effects of blogmediated public relations on relation trust," J. of Public Relational Research, Vol.21, No.3, pp.341-359, 2009.   DOI
15 http://blogcorevalues.blogspot.kr/2005/04/evaluating-blog-credibility.html
16 M. Kang and S. Yang, "Measuring social media credibility: a study on a measure of blog credibility," Paper presented at the annual meeting of the International Communication Association, TBS, Boston, May. 2011.
17 M. Banks, Blogging Heroes: Interviews with 30 of the World's Top Bloggers, Wiley Publishing, Inc., 2008.
18 V. Rubin and E. Liddy, "Assessing Credibility of Weblogs," In AAAI Symposium on Computational Approaches to Analysing Weblogs (AAAI-CAAW), pp.187-190, 2006.
19 http://diythemes.com/thesis/trust-triggers
20 http://www.problogger.net/archives/2006/04/24/blogger-credibility
21 B. J. Fogg, J. Marshall, O. Laraki, A. Osipovich, C. Varma, N. Fang, J. Paul, A. Rangnekar, J. Shon, P. Swani, and M. Treinen, "What makes web sites credible? A Report on a Large Quantitative Study," Proceedings of the SIGCHI conference on Human Factors in Computing Systems, pp.61-68, 2001.
22 B. J. Fogg, T. Kameda, J. Boyd, J. Marshall, M. Sockol, and T. Trowbridge, "Stanford- Makovsky Web Credibility Study 2002: Investigating what makes web sites credible today," Available at http://www.webstrat.fr/ sites/www.webstrat. fr/fil es/Stanford- MakovskyWebCredStudy2002-prelim.pdf, 2002.
23 B. J. Fogg, C. Soohoo, D. Danielson, L. Marable, J. Stanford, and E. Tauber, "How do users evaluate the credibility of web sites?: a study with over 2,500 participants," Proceedings of the 2003 Conference on Designing for User Experience, pp.1-15, 2003.
24 김영기, "웹 사이트의 신뢰성 평가에 영향을 미치는 요인과 각 요인의 중요도에 관한 연구," 한국문헌정보학회지, 제41권, 제4호, pp.93-111, 2007.
25 김영기, "온라인 정보원의 유형별 신뢰지수 및 신뢰성 평가요인", 정보관리학회지, 제27권, 제1 호, pp.7-24, 2010.   과학기술학회마을   DOI   ScienceOn