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온라인 리뷰 유용성에 영향을 미치는 요인: 가격의 조절 효과
Factors Affecting the Usefulness of Online Reviews: The Moderating Role of Price 원문보기

한국전자거래학회지 = The Journal of Society for e-Business Studies, v.27 no.2, 2022년, pp.153 - 173  

윤지윤 (TIME Technical Support) ,  노유나 (College of Business School, Seoul National University) ,  권보람 (College of Business School, Seoul National University) ,  장정주 (College of Business School, Seoul National University)

초록
AI-Helper 아이콘AI-Helper

본 연구는 yelp.com에서 2019년 작성된 온라인 음식점 리뷰를 분석하고, 음식점 소비 의사결정 과정에서 온라인 리뷰의 유용성 결정에 영향을 미치는 요인을 탐색한다. 구체적으로 리뷰 유용성에 영향을 미칠 것으로 예상되는 요인들을 정교화 가능성 모델에 따라 분류하고, 레스토랑의 가격대에 따라 그 영향이 달라질 것이라고 가정하였다. 2020년 2월 yelp.com에서 제공한 데이터 중, 미국 네바다주에 위치한 Food and Restaurant 카테고리에 속하는 업체들의 온라인 리뷰를 분석 대상으로 하였다. 음이항회귀분석 결과, 리뷰 깊이, 가독성을 포함한 중심단서 및 리뷰 일관성, 리뷰어 인기, 리뷰어 노출을 포함한 주변 단서가 리뷰 유용성에 긍정적인 영향을 미치는 것으로 확인되었다. 또한 음식점의 가격대가 높아질수록 리뷰 유용성에 영향을 미치는 선행요인의 영향이 달라지는 것으로 확인되었다. 본 연구는 레스토랑 가격이 리뷰의 유용성에 대한 중심 및 주변 단서의 영향을 조절한다는 것을 밝혔으며, 또한 리뷰 플랫폼과 외식업에 가격에 따라 차별화된 리뷰 관리 전략의 필요성에 대한 시사점을 제공한다.

Abstract AI-Helper 아이콘AI-Helper

This study analyzes yelp's online restaurant reviews written in 2019 and explores the factors influencing the decision of the usefulness for online reviews in the restaurant consumption decision process. Specifically, factors expected to affect review usefulness are classified according to the Elabo...

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표/그림 (7)

참고문헌 (44)

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