본문 바로가기
KERD
논문KCI 등재

The Effect of Perceived Risk, Hedonic Value, and Self-Construal on Attitude toward Mobile SNS

김상용|김지윤
한국마케팅학회 (Korean Marketing Association)|2014.04|아시아마케팅저널 (Asia Marketing Journal)|제16권 제1호|pp. 149-168

0

조회

0

다운로드

4

인용

0

참고문헌

키워드

Mobile SNSsperceived riskself-construalhedonic value
주제분류경영학

초록

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

Abstract

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate the negative impact of perceived risk. The Findings show that customers who perceive SNSs to be risky are more likely to have a negative attitude toward SNSs. However, the negative impact of perceived risk on their attitude toward SNSs is alleviated in customers with high hedonic value. Similarly, the negative impact of perceived risk on their attitude toward SNS is weaker with customers in interdependent self-construal. This paper presents effective segmentation variables, such as consumer's motivation (hedonic value) and psychological variable (self-construal), which mitigate the risk perception of customers. Therefore, it provides practical guidelines for the marketing managers in terms of who to target and what kind of strategies to implement in terms of these segmentation variables to approach consumers more efficiently.

참고문헌 (61)

  1. Ajzen, I., "in Dual-Process Theories in Social Psychology", pp.117~138 (1999), The Guilford Press
  2. Andreassen, T. W., "Customer loyalty and complex services", International Journal of Service Industry Management, 9(1), pp.7~23 (1998)
  3. Antony, S., "Determinants of escrow service adoption in consumer-to-consumer online auction market : an experimental study", Decision Support Systems, 42(3), pp.1889~1900 (2006)
  4. Arnold, E. J., "Consumers" (2002), McGraw-Hill
  5. Babin, B. J., "Work and or fun : measuring hedonic and utilitarian shopping value", Journal of Consumer Research, 20(4), pp.644~656 (1994)
  6. Bandura, A., "Self-efficacy: The exercise of control" (1997), Freeman
  7. Barker, V., "Older adolescents’ motivations for social network site use: The influence of gender, group identity, and collective self-esteem", Cyber psychology & Behavior, 12, pp.209~213 (2009)
  8. Bauer, R. A., "Dynamic marketing for a changing world" (1960)
  9. Boyd, D. M., "Social network sites : Definition, history, and scholarship", IEEE Engineering Management Review, 38(3), pp.16~ (2010)
  10. Chandon, P., "A benefit congruency framework of sales promotion effectiveness", Journal of Marketing, 64(4), pp.65~81 (2000)
  11. Chaudhuri, A., "A macro analysis of the relationship of product involvement and information search: the role of risk", Journal of Marketing Theory and Practice, pp.1~15 (2000)
  12. Chaudhuri, A., "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty", Journal of Marketing, 65(2), pp.81~93 (2001)
  13. Cox, Donald F., "Perceived risk and consumer decision-making: The case of telephone shopping", Journal of marketing research, 14(1), pp.187~192 (1964)
  14. Cross, S. E., "The what, how, why, and where of self-construal", Personality and Social Psychology Review, 15, pp.142~179 (2011)
  15. Cunningham, S., "Risk Taking and Information Handling in Consumer Behavior" (1967), Harvard University Press
  16. Dick, A. S., "Customer loyalty: toward an integrated conceptual framework", Journal of the Academy of Marketing Science, 22(2), pp.99~113 (1994)
  17. Dinev, T., "Internet privacy concerns and social awareness as determinants of intention to transact", International Journal of Electronic Commerce, 10(2), pp.7~29 (2006)
  18. Dowling, G., "A model of perceived risk and intended risk-handling activity", Journal of Consumer Research, 21, pp.119~134 (1994)
  19. Dwyer, C., "Trust and Privacy Concern Within Social Networking Sites: A Comparison of Facebook and MySpace", Proceedings of the Thirteenth Americas Conference on Information Systems (2007)
  20. Featherman, M. S., "Predicting E-services Adoption: A Perceived Risk Facets Perspective", International Journal of Human-Computer Studies, 59(4), pp.451~474 (2003)
  21. Fishbein, M., "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research" (1975), Addison-Wesley
  22. Gangadharbatla, H, "Facebook me: Collective self-esteem, need to belong, and internetself-efficacy as predictors of the iGeneration's attitudes toward social networking sites", Journal of Interactive Advertising, 8(2), pp.5~15 (2008)
  23. Gardner, W. L., ""I"value freedom, but"we"value relationships : Self-construal priming mirrors cultural differences in judgment", Psychological Science, 10, pp.321~326 (1999)
  24. Gu, R., "Determinants of customer loyalty for social networking sites", Exploring the grand challenges for next generation, 52, pp.206~212 (2011)
  25. Gudykunst, W. B., "Assessing the validity of self-construal scales : a response to Levine et al", Human Communication Research, 29(2), pp.253~274 (2003)
  26. Heng, Xie, "Factors Influence on College Students` Intention to SNS usage", 석사, pp.2009
  27. Hirschman, E. C., "Hedonic consumption : emerging concepts, methods and propositions", Journal of Marketing, 46(3), pp.92~101 (1982)
  28. Jacoby, J., "The components of perceived risk", Advances in Consumer Research, 3, pp.382~383 (1972)
  29. Jones, M. A., "Hedonic and utilitarian shopping value : Investigating differential effects on retail outcomes", Journal of Business Research, 59(9), pp.974~981 (2006)
  30. 김지윤, "The Role of Perceived Quality in New Product Adoption Process in China", 아시아마케팅저널, 14(1), pp.159~174 (2012), 한국마케팅학회
  31. Kwon, O., "An empirical study of the factors affecting social network service use", Computers in Human Behavior, 26(2), pp.254~263 (2010)
  32. Lalwani, Ashok K., "The “Me" I Claim to Be: Cultural Self-Construal Elicits Self- Presentational Goal Pursuit", Journal of Personality and Social Psychology, 97, pp.88~102 (2009)
  33. Lehrer, C., "Examining the determinants of mobile location based services' continuance", the proceedings of International Conference on Information Systems, pp.4~7 (2011)
  34. Lin, K. Y., "Intention to Continue Using Facebook Fan Pages from the Perspective of Social Capital Theory", Behavior and Social Networking, 14(10), pp.565~570 (2011)
  35. Lin, K. Y., "Why people use social networking sites: An empirical study integrating network externalities and motivation theory", Computers in Human Behavior, 27(3), pp.1152~1161 (2011)
  36. Markus, Hazel, "Culture and the Self: Implications for Cognition, Emotion and Motivation", Psychological Review, 98(2), pp.224~253 (1991)
  37. Mitchell, V. W., "Consumer perceived risk: Conceptualizations and Models", European Journal of marketing, 33(1-2), pp.163~195 (1999)
  38. Mizell, L. R., "Invasion of privacy" (1998), Berkley Books
  39. Neves, J. P., "Cyberbullying:A Sociological Approach", International Journal of Technoethics, 1(3), pp.24~34 (2010)
  40. Organization for Economic Cooperation and Development report published July 2013, , ~ (2013)
  41. Overby, J. W., "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions", Journal of Business Research, 59(10-11), pp.1160~1166 (2006)
  42. Page, M., "The Mobile Economy 2013" (2013), AT Kearny
  43. Peter, J. Pand, "An investigation of perceived risk at the brand level", Journal of Marketing Research, 13, pp.184~188 (1976)
  44. Richter, A., "Functions of social networking services", Proc. Intl. Conf. on the Design of Cooperative Systems, Carry-le-Rouet (2008)
  45. "ETRI Demonstrate that cyber-tailing is easy in SNS" (2013)[URL]
  46. Sharma, S., "Identification and analysis of Moderator variables", Journal of Marketing Research, pp.291~300 (1981)
  47. Shin, D. H., "The evaluation of user experience of the virtual world in relation to extrinsic and intrinsicmotivation", International Journal of Human-Computer Interaction, 25, pp.530~553 (2009)
  48. Shin, Dong-Hee, "The effects of trust, security and privacy in social networking:A security-based approach to understand the pattern of adoption", Interacting with Computers, 22(5), pp.428~438 (2010)
  49. Shook, D. N., "Marketing management:analysis, planning, implementation, and control" (1997), Prentice Hall
  50. Sledgianowski, Deb, "Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context", Journal of Computer Information Systems, 49(4), pp.74~83 (2009)
  51. Son, J. E., "Examining SNS Users’ Citizenship Behavior: A Social Capital Perspective", PACIS 2013 Proceedings, pp.166~ (2013)
  52. Stapel, D. A., "I, we, and the effects of others on me: how selfconstrual level moderates social comparison effects,”", Journal of personality and social Psychology, 80(5), pp.766~781 (2001)
  53. Syed-Ahmad, S. F., "Social networking as a marketing tool:the case of a small Australian company", Journal of Hospitality Marketing and Management, 19(7), pp.700~716 (2010)
  54. Triandis, H. C., "The self and social behavior in differing cultural contexts", Psychological Review, 96, pp.506~517 (1989)
  55. Triandis, H. C., "Individualism and collectivism" (1995), CO Westview
  56. Uhrig , J. Bann, "Social networking websites as a platform for disseminating social marketing interventions: an exploratory pilot study", Social Marketing Quarterly, 16(1), pp.2~20 (2010)
  57. van Baaren, Rick B., "It takes two to mimic: behavioral consequences of selfconstrual", Journal of Personality and Social Psychology, 84(5), pp.1093~1102 (2003)
  58. Webster, D. M., "Individual Differences in Need for Cognitive Closure", Journal of Personality and social Psychology, 67(6), pp.1049~1062 (1994)
  59. Westin, A. F., "Privacy and freedom", Washington and Lee Law Review, 25(1), pp.166~ (1968)
  60. Young, S., "Extrapolating psychological insights from Facebook profiles : A study of religion and relationship status", Cyberpsychology and Behavior, 12(3), pp.347~350 (2009)
  61. Zhang, S., "Empirical study on users' participation behavior in SNS based on theory of perceived risks and involvement degree", Service Systems and Service, ~ (2013)

관련 논문AI추천

Factors affecting social commerce acceptance: Perceived risks and social networking sites (SNS) use박한실, 이규혜, Eva Babicheva복식문화학회 · 복식문화연구2018 · 제26권 제4호Consumer Perceived Risk in the Korean Mobile Phone Market김학렬, 정락채, 조영상한국유통과학회 · 유통과학연구2014 · 제12권 제9호Effects of Technology Readiness on User Perceptions and Use Intention of Mobile Social Commerce박효주, 한상린한국마케팅학회 · 아시아마케팅저널2016 · 제18권 제2호Mobile location-based advertising(LBA) effectiveness: Analyzing consumers’ perception of perceived usefulness, personalization, immediacy, interactivity, and privacy risk김종덕, 한지숙한국디자인트렌드학회 · 한국디자인포럼2015 · 제48호The Impact of Crisis Responsibility and Risk Perception on Communication Behavior Intention in SNS: Dual Processing Theory이은미한국마케팅학회 · 아시아마케팅저널2018 · 제19권 제4호The Effect of Consumers’ Personal Characteristics on Attitude toward Social Commerce: Focused on the Theory of Reasoned Action양회창, 우문식한국유통과학회 · 유통과학연구2013 · 제11권 제11호

이 간행물의 다른 논문 (12건)

The Application of the Goal-Gradient Hypothesis and the Temporal Construal Theory to Customer Loyalty Programs - Goal Gradient Hypothesis and Temporal Construal Theory고우리, 김민철, 송태호pp. 1-12Mediating Effects of Green Purchasing Capability on the Organizational Characteristics-Firm Performance RelationshipTatiana Kogan, 임수빈, 민순홍pp. 13-20SNS Effect of the negative event on the Firm Performance: Comparison between Pre and Post SNS media appearance김상용, 이다은pp. 21-33Measuring the Impact of Competition on Pricing Behaviors in a Two-Sided Market송인성, 김민경pp. 35-69Effects of Emotional Regulation Processes on Adaptive Selling Behavior and Sales Performance이성호, 김준환, 송지희, 신동우pp. 71-100
원문 보기