Browse > Article
http://dx.doi.org/10.14695/KJSOS.2022.25.3.63

Perceived Usefulness of Online Reviews by Web Novel Readers According to Review Message Types: A Study on the Moderation Effect of Decision-Making Styles  

Lee, Hyeon-Ji (서울대학교 경영학과)
Kim, Ha-Kyeong (광운대학교 산업심리학과)
Rim, Hye Bin (광운대학교 산업심리학과)
Publication Information
Science of Emotion and Sensibility / v.25, no.3, 2022 , pp. 63-76 More about this Journal
Abstract
Consumers of web novels read online reviews in order to decrease uncertainty when purchasing a web novel. This study examines the types of messages (factual or evaluative) that consumers find more useful and verifies the moderating effect of individual analytical decision-making style levels on differences in usefulness evaluation. Based on the tendency to acquire objective information, the usefulness of factual online reviews was expected to be higher in the context of buying experience goods, such as a web novel. Levels of analytical decision-making styles, which were classified based on individual perception, are also expected to affect the usefulness evaluation of reviews. Experiments 1 and 2 were repeatedly conducted to examine whether consumers think factual reviews are more useful than evaluative reviews. In particular, Experiment 2 was conducted to simulate the circumstance of selecting a romance web novel and demonstrated that reviews have a significant effect on messages and decision-making styles. The interaction effect between analytical decision-making style levels and review message types was also confirmed in Experiment 2. The results of this study can help researchers and marketers comprehend the behavioral patterns of web novel readers when evaluating reviews and consuming experience goods.
Keywords
Online Review; Message Type; Experience Goods; Decision Making Type; Analytical Decision Making Style;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Cho, S. Y. & Oh, H. Y. (2020). Identifying reader's internal needs and characteristics using keywords from Korean web novels. Journal of the Korea Institute of Information and Communication Engineering, 24(2), 158-165. DOI: 10.6109/jkiice.2020.24.2.158   DOI
2 Choi, M. J. (2021). Catch the original IP "Webtoon and Web Novel"... The content industry's "One Step" (원천 IP '웹툰.웹소설' 잡아라... 콘텐츠업계 '잰걸음'). Daily Impact. Retrieved from https://www.dailyimpact.co.kr/news/articleView.html?idxno=72432
3 Choi. S. H. (2017). A study on the level of consumers' need for cognition according to the types of brand story advertising on the purchase intention and mediating effect of integrity. A Journal of Brand Design Association of Korea, 15(3), 65-76. DOI:10.18852/bdak.2017.15.3.65   DOI
4 Chu, W. J. & Roh, M. J. (2009). The effect of number, distribution, and skewness of peer reviews on hedonic and utilitarian consumption. Korean Journal of Marketing, 24(1), 109-143.
5 Chung E. H. (2021). The generated structure of tag in Korean web novels. Global Cultural Contents, 47, 126-140. DOI: 10.32611/jgcc.2021.5.47.125   DOI
6 Chung, J. K. & Park, D. H. (2013). The effect of online consumer review on product attitude based on regulatory focus. The E-Business Studies, 14(3), 77-93.   DOI
7 Epstein, S., Pacini, R., Denes-Raj, V., & Heier, H. (1996). Individual differences in intuitiveexperienial and analytic-rational thinking styles. Journal of Personality and Social Psychology, 71, 390-405.   DOI
8 Han, S. J. & Kim, J. I. (2021). The impacts of volume and valence of eWOM on purchase intention for movies: Mediation of review credibility. The Journal of the Korea Contents Association, 21(7), 93-104. DOI: 10.5392/JKCA.2021.21.07.093   DOI
9 Holbrook, M. B. (1978). Beyond attitude structure: Toward the informational determinants of attitude. Journal of Marketing Research, 15(4), 545-556. DOI: 10.1177/002224377801500404   DOI
10 Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. DOI: 10.1086/208906   DOI
11 Hong, S. & Park, H. S. (2012). Computer-mediated persuasion in online reviews: Statistical versus narrative evidence. Computers in Human Behavior, 28(3), 906-919. DOI: 10.1016/j.chb.2011.12.011   DOI
12 Ahn, S. W. (2017). A study on the change of platform and narrative by the charging of web novel. The Journal of Literary Creative Writing, 16(3)m 9-33.
13 Bookmanyeo. (2021). Web novel writer class for billion salary (억대 연봉 부르는 웹소설 작가수업.), Seoul: Huddlingbooks
14 Byrnes, J. P. (2013). The nature and development of decision-making: A self-regulation model.
15 Cacioppo, J. T. & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42(1), 116. DOI: 10.1037/0022-3514.42.1.116   DOI
16 Cho, S. H. & Yi, M. Y. (2014). Business implications of the factors that determine online review helpfulness. Entrue Journal of Information Technology, 13(1), 29-40.
17 Song, S. Y. & Kim, Y. S.(2020). Understanding consumer responses to SNS advertising and user comments: A grounded theory approach. The Korean Journal of Advertising and Public Relations, 22(2), 5-41.   DOI
18 Cho, S. H. (2016). The effect of SNS information characteristic and decision making style on the purchase intention. Journal of the Korean Society of Design Culture, 22(2), 639-650. DOI:10.21719/KJTR.31.5.6   DOI
19 Sankyeong. (2019). Technics of writing web novels that don't fail (실패하지 않는 웹소설 연재의 기술.), Goyang: Wisdomhouse.
20 Sen, S. & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76-94. DOI: 10.1002/dir.20090   DOI
21 Stanovich, K. E. (1999). Who is rational? Studies of individual differences in reasoning. Psychology Press.
22 Stanovich, K. E. & West, R. F. (2000). Individual differences in reasoning: Implications for the rationality debate?. Behavioral and Brain Sciences, 23(5), 645-665.   DOI
23 Sung. Y. S. & Lee Y. C. (1992). Effect of public service advertisements according to cognitive needs and types of message claims, Advertising Research, 16, 55-79.
24 Sung, Y. S., Park, J. Y. & Park, E. A. (2002). The influence of online word of mouth information on viewing intention toward movies. Advertising Research, 57, 31-52.
25 Yoo, J. H., Kang, H. M., & Han, K. H. (2018). Effects of initiation and perceived similarity on the evaluation of online communities. Science of Emotion & Sensibility, 21(4), 25-36.   DOI
26 Zhu, F. & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133-148. DOI: 10.1509/jm.74.2.133   DOI
27 Kahneman, D. & Frederick, S. (2002). Representativeness revisited: Attribute substitution in intuitive judgment. Heuristics and Biases: The Psychology of Intuitive Judgment, 49, 81. DOI: 10.1017/cbo9780511808098.004   DOI
28 Jeong, J. E. & Yeu, M. S. (2021). The influence on types of review messages in behavioral intention for guesthouse: The mediating effect of perceived fakeness and usefulness of reviews. Korean Journal of Hospitality & Tourism, 30(6), 139-152. DOI:10.24992/KJHT.2021.8.30.06.139   DOI
29 Jo, A. R., Lee, S. H., & Lee, H. Y. (2021). Effect of extreme negative rating review on review helpfulness: Moderate effect of reviewer attributes. Journal of Korea Service Management Society, 22(1), 19-39. DOI: 10.15706/jksms.2021. 22.1.00   DOI
30 Jung, Y. H. (2013). The influence of characteristics (volume, consensus, informant) of electric word-of-mouth on customers' choice. Broadcasting & Communication, 14(1), 47-76. DOI: 10.22876/bnc.2013.14.1.002   DOI
31 Kakao Entertainment Interview. (2021). "IP success story, there was "Novel Comics" at the beginning" (IP 성공 신화, 그 시작엔 '노블코믹스'가 있었다). Retrieved from https://www.kakaoent-interview.com/4
32 Park, Y. J. & Kim, K. J. (2017). Impact of semantic characteristics on perceived helpfulness of online reviews. Journal of Intelligence and Information Systems, 23(3), 29-44.   DOI
33 Rho, H. J. (2018). A study on the genre aspects of Korean web novels. The Comparative Study of World Literature, 64, 409-428.   DOI
34 Rim, H. B. (2016). Validation study of the Korean version of the decision making style inventory (K-DMI). The Korean Journal of Consumer and Advertising Psychology, 17(3), 441-461.   DOI
35 Kim, E. B. (2021). Positive and negative side of web novel scene in the era of large platform ([뉴스+]대형 플랫폼 시대 웹소설계 명과 암). Edaily. Retrieved from https://www.edaily.co.kr/news/read?newsId=02171366629185040&mediaCodeNo=257
36 Ryu, B . H. & Lee, K. Y. (2015). The influence of e-WOM information's valence and usefulness on e-WOM: Focused on the moderating role of regulatory focus. The Korean Journal of Advertising, 26(6), 263-304. DOI: 10.14377/KJA. 2015.8.31.263   DOI
37 Kwon, J. Y. & Yi, M. Y. (2012). A study on the determining factors of online review helpfulness. In Proceeding of 2012 Fall Convention of Korea Intelligent Information Systems Society, 205-211.
38 Lee, H. H. (2021). Web novel makes money... Doctors and public officials also wrote web novel (웹소설돈된다는데 나도...의사.공무원도 '부업 글쓰기'). Maeil Economy. Retrieved from https://www.mk.co.kr/news/culture/view/2021/08/790044/
39 Lee, H. J. (2020) Web novel, perhaps story for you (웹소설, 어쩌면 당신을 위한 이야기). Snunews. Retrieved from http://www.snunews.com/news/articleView.html?idxno=21608
40 Lee, H. M. (2019), "Omniscient Point of View" will be produced as a movie (인기 웹소설 '전지적 독자 시점' 영화로 제작한다). Hankyung. Retrieved from http://hankyungnews.com/View.aspx?No=364593
41 Kim, K. A. (2021). A study on the characteristics of Korean web novel readers. Journal of the Korea Academia-Industrial Cooperation Society, 22(7), 551-558.   DOI
42 Kim, M. K. & Cho, K. S. (2019). The effects of message valence and claim type on the perceived usefulness of online product reviews: The moderating role of consumer skepticism. Advertising Research, 121, 37-63.   DOI
43 Lee J. Y. & Jang P. S. (2013). Effects of message polarity and type on word of mouth through SNS (Social Network Service). The Journal of Digital Policy & Management, 11(6), 129-135.
44 Kim, S. H., Rim, H. B., & Lee, B. K. (2021). The effect of perceived similarity to reviewers on online purchase intentions: A mediation effect of review diagnosticity and a moderated mediation effect of psychological power. The Korean Journal of Consumer and Advertising Psychology, 22(1), 49-79.   DOI
45 Kim, S. J. & Lee, S. J. (2013). The effectiveness of eWOM(Word-Of- Mouth) on the movie marketing - Focusing on the impacts of the type of information source, type of message, and characteristics of receiver. Advertising Research, 96, 100-136.
46 KOCCA (2020). 2020 Web Novel User Survey Retrieved from https://www.kocca.kr
47 Lee, J. Y., Lee, Y. H., Son, J. W., Kim, S. A., Seo, W. D., Jeong, D. Y., Lee, S. Y., Kim, J. H., Lee, J. Y., Park, H. W., Kim, H. B., & Textreet. (2019). Non-mainstream declaration (비주류 선언.), Seoul: Yoda.
48 Lee, K. Y. (2016). What make users trust the words of online review? In Proceeding of 2016 Spring Convention of DAEHAN Association of Business Administration, 598-611.
49 Lim, S. G. & Kim, J. E. (2020). The influence of content and style in online movie reviews on helpfulness. The Journal of Humanities and Social Science, 21, 11(3), 1575-1589. DOI: 10.22143/HSS21.11.3.112   DOI
50 Lee, Y. H. (2019). The structure of web novel creators and platforms. Jaeum & Moeum Publishing, 40. 169-178.
51 Mudambi, S. M. & Schuff, D. (2010). Research note: What makes a helpful online review? A study of customer reviews on Amazon. com. MIS Quarterly, 185-200.
52 Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148. DOI: 10.2753/JEC1086-4415110405   DOI
53 Nygren, T. E. (2000). Development of a measure of decision making styles to predict performance in a dynamic J/DM task. In 41st Psychonomic Society Meeting.
54 Nelson, P. (1970). Information and consumer behavior. The Journal of Political Economy, 78(2), 311-329. DOI: 10.1086/259630   DOI
55 Park, C. & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research, 62(1), 61-67. DOI: 10.1016/j.jbusres.2007.11.017   DOI
56 Kim, K. A. (2015). A study on the structure and ideology on the romance web fiction. Research on Modern Literature Theory, 62, 63-94.
57 Kang, B. R. & Jang, M. G. (2020). Strategies for expanding web novel IP and content franchises - A case study of the expansion of South Korea's web novel IPs -. The Journal of Culture Contents, 20, 129-152. DOI: 10.34227/tjocc.2020..20.129   DOI
58 Dai, H., Chan, C., & Mogilner, C. (2020). People rely less on consumer reviews for experiential than material purchases. The Journal of Consumer Research, 46(6), 1052-1075. DOI: 10.1093/jcr/ucz042   DOI