인터넷이 중요한 커뮤니케이션 매체로 등장하면서 온라인 구전이라는 새로운 구전 형태를 유발시키며 구전의 영향력은 더욱 커지게 되었다. 기존의 온라인 구전효과를 다룬 연구에서는 구전정보의 특성을 위주로 단편적 영향관계를 살펴봤다면 본 연구에서는 구전정보를 전달하는 소비자의 개인적 특성인 자기효능감을 통해 구전효과에 미치는 영향관계를 살펴보았다. 또한 구전의 내용과 개인의 의견 또는 선호도가 일치하지 않았을 때 경험하는 ...
인터넷이 중요한 커뮤니케이션 매체로 등장하면서 온라인 구전이라는 새로운 구전 형태를 유발시키며 구전의 영향력은 더욱 커지게 되었다. 기존의 온라인 구전효과를 다룬 연구에서는 구전정보의 특성을 위주로 단편적 영향관계를 살펴봤다면 본 연구에서는 구전정보를 전달하는 소비자의 개인적 특성인 자기효능감을 통해 구전효과에 미치는 영향관계를 살펴보았다. 또한 구전의 내용과 개인의 의견 또는 선호도가 일치하지 않았을 때 경험하는 인지부조화를 해결하는 과정에서 자기효능감이 구전정보의 유용성 및 수용의도에 어떠한 영향을 미치는지에 대해서도 실증적으로 분석하였다. 연구의 결과, 구전의 내용과 자신의 의견이 일치하지 않았을 때 자기효능감이 높을수록 구전정보의 유용성을 낮게 판단하며 수용의도도 감소하는 것으로 나타났다. 또한 구전정보를 통해 영화에 대한 태도를 긍정에서 부정으로 바꾸는 것보다 부정에서 긍정으로 바꾸는 것이 더 어렵다는 것을 확인함으로써 부정적 온라인 구전에 대한 적극적인 관리의 필요성과 개인화된 정보서비스 제공의 중요성을 시사하였다.
인터넷이 중요한 커뮤니케이션 매체로 등장하면서 온라인 구전이라는 새로운 구전 형태를 유발시키며 구전의 영향력은 더욱 커지게 되었다. 기존의 온라인 구전효과를 다룬 연구에서는 구전정보의 특성을 위주로 단편적 영향관계를 살펴봤다면 본 연구에서는 구전정보를 전달하는 소비자의 개인적 특성인 자기효능감을 통해 구전효과에 미치는 영향관계를 살펴보았다. 또한 구전의 내용과 개인의 의견 또는 선호도가 일치하지 않았을 때 경험하는 인지부조화를 해결하는 과정에서 자기효능감이 구전정보의 유용성 및 수용의도에 어떠한 영향을 미치는지에 대해서도 실증적으로 분석하였다. 연구의 결과, 구전의 내용과 자신의 의견이 일치하지 않았을 때 자기효능감이 높을수록 구전정보의 유용성을 낮게 판단하며 수용의도도 감소하는 것으로 나타났다. 또한 구전정보를 통해 영화에 대한 태도를 긍정에서 부정으로 바꾸는 것보다 부정에서 긍정으로 바꾸는 것이 더 어렵다는 것을 확인함으로써 부정적 온라인 구전에 대한 적극적인 관리의 필요성과 개인화된 정보서비스 제공의 중요성을 시사하였다.
New internet technologies have created a revolutionary new platform which allows consumers to make decision about price and quality quickly and provide information about themselves through the transcript of online reviews. By expressing their feelings regarding products or services on virtual opinio...
New internet technologies have created a revolutionary new platform which allows consumers to make decision about price and quality quickly and provide information about themselves through the transcript of online reviews. By expressing their feelings regarding products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth(e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both marketing researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons’ purchase decision by discovering which factors encourage information adoption. Especially focused on the personal aspects(self-efficacy), this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person’s preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions – is always positive WOM generating positive effect? What if the genre of the movie isn’t the person’s favorite genre? What if the person who is very self-assertive so doesn’t take other’s opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive(or negative) informative reviews or comments generate positive(or negative) results and more(or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, ‘Naver Movie’. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user’s perceptions of online WOM information that determined users’ adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can’t agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users’ preference occurs, perceived self-efficacy significantly decreases customers’ perception of usefulness. And this perception of usefulness plays an important role in determining users’ intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results said users’ personal character(self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.
New internet technologies have created a revolutionary new platform which allows consumers to make decision about price and quality quickly and provide information about themselves through the transcript of online reviews. By expressing their feelings regarding products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth(e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both marketing researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons’ purchase decision by discovering which factors encourage information adoption. Especially focused on the personal aspects(self-efficacy), this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person’s preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions – is always positive WOM generating positive effect? What if the genre of the movie isn’t the person’s favorite genre? What if the person who is very self-assertive so doesn’t take other’s opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive(or negative) informative reviews or comments generate positive(or negative) results and more(or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, ‘Naver Movie’. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user’s perceptions of online WOM information that determined users’ adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can’t agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users’ preference occurs, perceived self-efficacy significantly decreases customers’ perception of usefulness. And this perception of usefulness plays an important role in determining users’ intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results said users’ personal character(self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.
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