Browse > Article
http://dx.doi.org/10.5805/KSCI.2010.12.6.755

A Study on Persuasion Effects of Online Cosmetic Advertising -Focused on Types of Social Proof Message and Product-  

Park, Hyun-Hee (School of Business Administration, Kyungpook National University)
Li, Qin (School of Fashion, Dalian Polytechnic University)
Jeon, Jung-Ok (Division of Business Administration, Pukyong National University)
Publication Information
Fashion & Textile Research Journal / v.12, no.6, 2010 , pp. 755-763 More about this Journal
Abstract
This study was intended to identify the persuasion effects according to social proof message type and product type in the context of online cosmetic advertising. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(social proof message type: attitudinal social proof message, behavioral social proof message)${\times}$2(product type: hedonic product, utilitarian product) factorial design. A total of 160 questionnaires allocating forty students to each group were distributed. The results were as follows. First, behavioral social proof message showed more effective than attitudinal social proof message in advertisement attention, click-through intention and purchase intention. Second, utilitarian product showed more effective than hedonic product in advertisement attention, click-through intention and purchase intention. Third, there was interaction effect according to social proof message type and product type on the aspect of click-through intention.
Keywords
Persuasion Effect; Social Proof Message Type; Product Type; Online Shopping Mall; Cosmetics;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145.   DOI
2 Perloff, M. R. (1993). The dynamics of persuasion. Hillsdale, NJ: Lawrence Erlbaum.
3 Petty, R. E., Wegener, D. T., & White, P. H. (1998). Flexible correction processes in social judgment: Implications for persuasion. Social Cognition, 16(1), 93-113.   DOI
4 Rieck, D. (1998). The rule of social proof "Everyone is doing it. I'll do it, too." (How to trigger the "yes" response, part3). Direct Marketing, 1(2), http://www.allbusiness.com/marketing-advertising/668252-1.html
5 Schultz, P. W., Nolan, J. M., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2007). The constructive, destructive, and reconstructive power of social norms. Psychological Science, 18(5), 429-34.   DOI
6 Cody, M. J., & Seiter, J. (2001). Compliance principles in retail sales in the United States. In W. Wosinska, R. B. Cialdini, D. W. Barrett & J. Reykowski (Eds.), The Practice of Social Influence in Multiple Cultures (pp. 325-341). Hillsdale, NJ: Lawrence Erlbaum Associate.
7 Cody, M, J., Seiter, J., & Montagne-Miller, Y. (1995). Men and women in the marketplace, In P. J. Kalbfleish & M. J. Cody (Eds.), Gender, Power and Communication in Human Relationships (pp. 305-330). Hillsdale, NJ: Lawrence Erlbaum Associate.
8 Cranin, E. (1972). Marketing communication. New York: John Wiley & Sons.
9 Goldstein, N. J., Cialdini, R. B., & Griskevicius V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472-482.   DOI
10 Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. MA: Addison- Wesley.
11 Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and loving in Las Vegas: Evolution, emotion, and persuasion. Journal of Marketing Research, 46(3), 384-395.   DOI
12 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
13 Kempf, D. S. (1999). Attitude formation form product trial: Distinct roles of cognition and affect for hedonic and functional products. Psychology & Marketing, 16(1), 35-51.   DOI
14 Li, H., Kuo, C., & Russell, M. G. (1999). The impact of perceived channel utilities, shopping orientations, and demographics on the consumer's online buying behavior. Journal of Computer Mediated Communication, 5(2), http://www3.interscience.wiley.com/journal/120837780/issue
15 김주호. (1999). 광고매체로서의 인터넷과 광고유형별 효과분석. 광고연구, 10(4), 179-212.
16 김지영, 김재휘, 차영란. (2005). 성적 소구의 인터넷 배너 광고 효과: 남녀 성차를 중심으로. 한국심리학회지, 10(3), 321-344.
17 박노일. (2003). TV홈쇼핑에서 활용되는 사회적 증거 메시지의 구매유도 효과에 관한 연구-TV 홈쇼핑의 그래픽 메시지를 중심으로-. 연세대학교 대학원 석사학위논문.
18 박재관, 박정은. (2009). 인쇄광고에서 모델의 유명도와 인종일치도가 소비자태도에 미치는 영향. 마케팅관리연구, 14(3), 133-156.
19 이설매. (2003). 준거집단 요소로서의 Social Proof가 제품 구매 후 소비자 만족도에 미치는 영향에 관한 연구. 서울대학교 대학원 석사학위논문.
20 양윤, 정미경. (1999). CATV 홈쇼핑에서의 지각된 위험과 소비자 특성. 광고학연구, 10(2), 115-139.
21 이은미, 박현희, 전중옥. (2009). 인터넷 쇼핑몰의 이용자 특성이 상호작용성, 신뢰, 재이용의도에 미치는 영향. 마케팅논집, 17(3), 83-110.
22 이호선. (2001). 인터넷 배너광고의 디자인 유형과 표현에 관한 연구. 디자인학연구집, 7(2), 125-145.
23 Blankenship, K. L., & Holtgraves, T. (2005). The role of different markers of linguistic powerlessness in persuasion. Journal of Language & Social Psychology, 24(1), 3-24.   DOI
24 Brock, T. C., & Brannon, L. A. (1992). Liberalization of commodity theory. Basic and Applied Social Psychology, 13(1), 135-144.   DOI   ScienceOn
25 Cialdini, R. B. (2001). Influence: Science and Practice. (4rd ed.). New York: Allyn & Bacon.
26 Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Conformity and Compliance. Annual Review of Psychology, 55(1), 591-621.   DOI
27 김재휘, 부수현. (2007). 희소성 메시지와 프레이밍 방식이 구매의도에 미치는 효과. 한국심리학회지, 8(2), 183-203.
28 간형식, 김종필. (2007). 소비자의 사전지식이 광고 메시지 유형과 제품유형에 대한 소비자의 제품태도에 미치는 영향. 상품학연구, 25(3), 53-60.