온라인 구전정보 수용자의 지각된 정보유용성과 자기효능감이 구전정보 수용의도에 미치는 영향에 관한 연구: 의견고수와 구전수용의 비교 Investigating the Influence of Perceived Usefulness and Self-Efficacy on Online WOM Adoption Based on Cognitive Dissonance Theory: Stick to Your Own Preference VS. Follow What Others Said원문보기
New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual ...
New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward 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 academic 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 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 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 suggest that users' personal character (e.g., 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 supervis
New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward 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 academic 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 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 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 suggest that users' personal character (e.g., 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 supervis
Buttle[1999]은 ‘브랜드, 제품, 회사 또는 서비스에 대해 이루어지는 비상 업적으로 인식된 발신자와 수신자 사이에 발생 하는 비공식적인 대면 커뮤니케이션’이라고 정의함으로써 구전이 발생할 수 있는 상황과 구전대상의 범위를 확장하였다. 이처럼 기존 연구들에 서 약간의 차이는 존재하나 대부분의 구전 커뮤니케이션 정의에는 ‘제품의 정보가 개인과 개인에 의해 교환 되는 행위’라는 가장 근본적 의미를 포함하고 있으며 입에서 입으로 전해지는 정보의 흐름이라는 공통적인 전제를 가지고 있다[Hwang and Kim, 1995].
온라인 구전으로는 무엇이 있는가?
즉, 정보습득 자체보다는 수많은 정보 중에 어떠한 정보를 신뢰하고 받아들일 것인가에 대한 문제가 더욱 중요하게 된 것이다. 개인 블로그, 인터넷 메신저, 인터넷 뉴스의 댓글, 전문 리뷰 사이트 등을 통해 급속도로 퍼져나가는 온라인 구전(e-WOM, electronic word of mouth)은 과거 몇몇의 지인에게 정보를 구하는 오프라인 구전보다 소비자의 탐색, 구매의사결정, 기업 또는 브랜드 이미지 형성 등 구매 후 행동에 훨씬 강력 하게 영향을 미치기 때문에 관련 업계와 학자들 에게 관심의 대상이 되어 왔다[Bussiere, 2000; Helm, 2000; Kim and Hwang, 2007].
온라인 정보유통의 활성화로 정보습득보다 중요해진 것은?
정보생산과 유통이 일부 특정계층으로 국한되지 않고 사회 구성원 전체가 이러한 과정에 참여할 수 있게 된것이다. 다양한 계층에 의해 정보가 생산되고 유통되면서 이제는 단순한 정보습득보다는 정확하고 유용한 정보를 취사선택하는 것이 더욱 중요해졌다. 즉, 정보습득 자체보다는 수많은 정보 중에 어떠한 정보를 신뢰하고 받아들일 것인가에 대한 문제가 더욱 중요하게 된 것이다. 개인 블로그, 인터넷 메신저, 인터넷 뉴스의 댓글, 전문 리뷰 사이트 등을 통해 급속도로 퍼져나가는 온라인 구전(e-WOM, electronic word of mouth)은 과거 몇몇의 지인에게 정보를 구하는 오프라인 구전보다 소비자의 탐색, 구매의사결정, 기업 또는 브랜드 이미지 형성 등 구매 후 행동에 훨씬 강력 하게 영향을 미치기 때문에 관련 업계와 학자들 에게 관심의 대상이 되어 왔다[Bussiere, 2000; Helm, 2000; Kim and Hwang, 2007].
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