[논문]부정적 eWOM에 대한 이해 : 사회적 연대와 핵심 요인

송석우; 선종학

[국내논문] 부정적 eWOM에 대한 이해 : 사회적 연대와 핵심 요인
Understanding Negative Electronic Word-of-Mouth(eWOM) : Social Ties and Key Determinants 원문보기

經營科學 = Korean management science review, v.28 no.3, 2011년, pp.95 - 112

Abstract ▼ AI-Helper

The Internet has generated a number of online review sites where dissatisfied consumers can easily articulate their opinions and comments on products or services. Little attention, however, has been directed to investigating the relationship between negative electronic word-of-mouth (eWOM) and its critical determinants that affect consumers' purchasing behaviors. This study attempts to explore the influence of the key determinants of consumers' negative eWOM behaviors, including their social relationships online. The results show that tie strength is positively associated with the proposed determinants, such as information credibility, external search efforts, and product involvement. Further, we find that perceived risk plays a mediating role in the relationship between consumers' intention to spread eWOM and its key determinants.

Keyword

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문제 정의

In this study, we set out to investigate the casual relationship between intention to spread eWOM and its key determinants, as well as the mediating effect of perceived risk on the relationship. As hypothesized, we find that tie strength on the Internet is positively associated with three key determinants of eWOM：information credibility, external search efforts, and product involvement.
The results of this study do not, however, seem to be contaminated by the single source bias, as indicated earlier in the results of the common method bias test. Finally, this study focuses on the relationship between intention to spread eWOM and its key determinants. While the findings from this study provide insightful guidelines, further investigation of how the other underlying factors in the online context influence the consumers’ WOM behaviors may be beneficial.

가설 설정

According to the strength of weak ties theory [28], weak ties play a crucial role in explaining a wide range of social phenomena [9]. In the proposed model, we consider tie strength as the level of intensity of the virtual relationship between consumers.
Thus, we hypothesize that tie strength on the Internet has a significant impact on the consumer’s perceived credibility of the negative eWOM information.
H1a：A consumer’s tie strength on the Internet is positively associated with information credibility on negative eWOM.
H1b：A consumer’s tie strength on the Internet is positively associated with his/her external search efforts.
H1c：A consumer’s tie strength on the Internet is positively associated with his/her product involvement.
H2：A consumer’s perceived credibility on negative eWOM is positively associated with his/her intention to spread eWOM.
H3：A consumer’s external search efforts on the Internet are positively associated with his/her intention to spread eWOM.
H4：A consumer’s perceived product involvement is positively associated with his/her intention to spread eWOM.
H5a：A consumer’s perceived credibility on negative eWOM is positively associated with his/her intention to spread eWOM, with his/her perceived risk mediating the relationship.
H5b：A consumer’s external search efforts on the Internet are positively associated with his/her intention to spread eWOM, with his/her perceived risk mediating the relationship.
H5c：A consumer’s perceived product involvement is positively associated with his/her intention to spread eWOM, with his/her perceived risk mediating the relationship.

제안 방법

The survey method was used to empirically test the hypotheses. First, we selected two actual messages (one related to the battery problem of a popular notebook, and the other related to the overcharge issue from an Internet Service Provider) from a review site (www.
The items for external search efforts were adapted from Teo [80]. Finally, this study used the items of tie strength, which were adapted from Sun, Youn, Wu, and Kuntaraporn[76]. All of the measurement items had sevenpoint Likert scales (see [Appendix 1]).
Our findings suggest that tie strength may significantly influence the overall eWOM process, particularly when processing negative eWOM. Second, our study attempts to examine the negative eWOM process by adopting the ELM perspective. While prior studies find that source credibility can be a crucial factor to explaining consumers’ behaviors [27, 29 37, 63], our findings indicate that trustworthiness of online reviews may play a key role in the consumers’ eWOM process.

대상 데이터

Our analysis, however, is based on cross sectional survey design and we need to exercise caution in making causal inferences. First, this study draws a convenient sample of students. In addition, the survey includes a sample only from Korea.

이론/모형

The items for intention to spread eWOM were adapted from WOM measures given by Maxham and Netemeyer [47]. While three items adapted from the previous studies of Jarvenpaa and Tractinsky [38] were used to measure the level of perceived risk, the items for information credibility were adapted from Darley and Smith[12].
Also, the items for product involvement were adapted from Zaichkowsky’s [85] multiitem scales, which have been widely used in prior studies. The items for external search efforts were adapted from Teo [80]. Finally, this study used the items of tie strength, which were adapted from Sun, Youn, Wu, and Kuntaraporn[76].

성능/효과

Our proposed model considers product involvement associated with consumers’ motivation to process eWOM, external search efforts over the Internet related to their ability, as well as information credibility as the degree to which consumers ascertain the eWOM arguments trustworthy.
First, we found a strong relationship between perceived risk and the intention to spread eWOM (coefficient = -0.57, p < 0.01).

후속연구

While the findings from this study provide insightful guidelines, further investigation of how the other underlying factors in the online context influence the consumers’ WOM behaviors may be beneficial.
Prior studies indicate that the direction of the relationship between involvement and perceived risk may be difficult to formulate [17, 56]. Further inquiry may be required to investigate the relationship.

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