[논문]소셜정보가 추천신뢰에 미치는 영향과 제품관여도의 조절효과

송희석; 사이드 라흐만; 정철호

doi:10.29214/damis.2016.35.3.007

소셜정보가 추천신뢰에 미치는 영향과 제품관여도의 조절효과
The Effects of Social Information on Recommendation Trust and Moderating Effect of Product Involvement 원문보기

경영과 정보연구 = Management & information systems review, v.35 no.3, 2016년, pp.115 - 130

송희석 (한남대학교 글로벌IT경영학과) , 사이드 라흐만 (한남대학교 경영정보학과) , 정철호 (목원대학교 경영학과)

초록
AI-Helper

본 연구는 어떤 소셜정보가 추천신뢰에 유의한 영향을 미치는지와 이들 간의 영향관계가 제품 관여도 수준에 따라 어떻게 달라지는지를 실증적으로 살펴보는 것을 목표로 하고 있다. 관련 선행연구에 대한 검토 결과를 토대로 추천신뢰에 유의한 영향을 미칠 것으로 예상되는 소셜정보의 구성요소로써 친밀감, 유사성, 성실성, 명성 등 네 가지 요소를 도출하였으며, 이들 소셜정보와 추천신뢰 간의 영향관계에 관한 연구모형 구축 및 가설검정을 실시하였다. 더불어 소셜정보와 추천신뢰 간의 관계에 있어 제품 관여도가 유의한 조절효과를 가지는지 분석해 보았다. Google Docs 사용자들을 대상으로 온라인 설문조사를 수행한 결과, 총 55명의 응답자로부터 205개의 신뢰 관계(링크)에 관한 자료를 수집하여 가설검정을 실시한 결과는 다음과 같다. 첫째, 소셜정보의 네 가지 차원인 친밀성, 유사성, 성실성, 명성은 모두 추천신뢰에 긍정적인 영향을 미치는 것으로 밝혀졌다. 둘째, 소셜정보 중 친밀성 및 명성과 추천신뢰 간의 관계에 있어 제품 관여도가 유의한 조절효과를 가지는 것으로 나타났다. 연구결과를 토대로 관련 분야에 대한 학문적, 관리적 차원의 시사점을 도출하였으며, 향후 연구방향을 제시하였다.

Abstract ▼ AI-Helper

This study aims to identify which social information have significant influence on the improvement of recommendation trust and how these effects can be different according to the product involvement level. Based on the relevant literature reviews, this study posits four characteristics of recommendation trust, which are closeness, similarity, sincerity, and reputation, and established a research model for the relationship between social information and recommendation trust. And we found a moderating effect of product involvement on the relationship between social information and recommendation trust. 205 trust relationships(links) from 55 respondents of Google Docs. survey data have been collected and tested using multiple regression and hierarchical regression analysis. The results of our hypotheses testing are summarized as follows. Firstly, four social information characteristics of closeness, similarity, sincerity, and reputation have a significantly positive effect on recommendation trust. Secondly, a moderating effect of product involvement between recommendation trust and antecedents (e.g., closeness and reputation) of social information is significant. From the results, we provide theoretical and managerial implications, and suggestions for further research.

주제어

AI 본문요약
AI-Helper

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문제 정의

For our study, we choose a movie as an example of low involvement product. Our objective is to investigate moderating effect of product involvement as well as identifying antecedents of recommendation trust.
The main objective of this study is to identify which social information have significant influence on the improvement of recommendation trust and how these effects can be different according to the product involvement level. If we could build a recommender system based on the social information, it could improve the recipient trust on recommendation and it would ultimately increase the quality of recommendation.
The result of this study has practical implication because the higher the recommendation trust, the higher the possibility to produce more accurate recommendation. The most significant contribution of this study is the integration of product involvement level with the antecedents. The online retailers could use the social information differently on different types of products when they will develop their recommendation system.
This study aimed to investigate significant antecedents and moderating effect of product involvement on recommendation trust based on the belief that the perceived trust of recommendee toward recommender depends on some social relationships and characteristics of recommenders. For this purpose, we extracted four social information including closeness, similarity, sincerity and reputation and identified that recommendation trust is significantly influenced by those social information.

가설 설정

H1: Perceived closeness of recommendee on recommender is positively related to the recommendation trust of recommendee.
H2: Perceived closeness of recommendee has a stronger positive effect on recommendation trust in case of recommending low involvement products than high involvement products.
H3: Perceived similarity of recommendee on recommender is positively related to the recommendation trust of recommendee.
H4: Perceived sincerity of recommendee on recommender is positively related to the recommendation trust of recommendee.
H5: Perceived reputation of recommendee on recommender is positively related to the recommendation trust of recommendee.
H6: Perceived reputation of recommendee on recommender has a stronger positive effect on recommendation trust in case of recommending high involvement products than low involvement products.

제안 방법

Reliability assessment is carried out with Cronbach's alpha test by using SPSS software to ensure the internal consistency of each construct.
However, the result of this study should be interpreted only in case of Korean youth because all the respondents are Korean university students. This study chose movie for an example of low involvement category and computer for an example of high involvement product category to test the moderating effect of product involvement. Therefore additional experiment is needed for extending to another products within those categories to test the moderating effect of product involvement because e-commerce sites offer lots of products.

데이터처리

The hypotheses were tested using multiple regression analysis with the VIF (Variance Inflation Factor). We have measured the recommendation trust and the antecedents independently and try to examine the linear relationships.

후속연구

If we could build a recommender system based on the social information, it could improve the recipient trust on recommendation and it would ultimately increase the quality of recommendation. Finally, this study aims to generalize the effect of social information on recommendation trust based on the survey and empirical test. On the basis of our objective, we try to find the answers of the following questions.
This study chose movie for an example of low involvement category and computer for an example of high involvement product category to test the moderating effect of product involvement. Therefore additional experiment is needed for extending to another products within those categories to test the moderating effect of product involvement because e-commerce sites offer lots of products. It will be also interesting if we test the proposed hypothesis for more specific real online e-commerce site or social network.
It will be also interesting if we test the proposed hypothesis for more specific real online e-commerce site or social network. While our study shows only behavioral aspects, we hope to leverage this preliminary study to further investigate the ways to enhance the social recommendation system specially by considering proposed social information with the product types.

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저자의 다른 논문 :

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용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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