메시지 방향성과 사이트 신뢰도 및 수용자 특성에 따른 제품 사용 후 구매후기 신뢰성 지각
Received Reliability on the Message Sidedness, Site Credibility and User Characteristics in Online Postscript
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본 연구는 소비자들이 온라인 쇼핑몰에서 제품을 구매한 후에 작성하는 구매후기에 대한 신뢰성 지각에 영향을 미치는 요인이 무엇인가를 알아보고자 하였다. 이를 위해 구매후기 내용을 일방 메시지와 양방 메시지 조건으로, 구매후기 내용의 신뢰성을 높이는 조건으로 평점을 제시하는 경우와 제시하지 않는 조건으로 구분하였다. 또한 쇼핑몰 사이트는 신뢰성이 높은 사이트와 낮은 사이트조건으로 구분하여 구매후기 메시지 방향성 효과에 차이가 있는가를 확인하고자 하였으며, 매체 수용자의 개혁성 특성에 따른 구매후기 신뢰성 지각에 영향을 미치는 가를 알아보고자 하였다. 연구결과 첫째, 사이트 신뢰도는 구매후기 내용의 신뢰성 지각에 영향을 미치는 것으로 나타났다. 둘째, 양방 메시지 구매후기가 신뢰성이 더 높게 지각되는 것으로 나타났다. 또한 신뢰성이 높은 사이트에서는 양방 메시지 구매후기 신뢰성 지각이 높게 나타났다. 셋째, 구매후기 내용과 함께 상품분석에 대한 평점을 제시하는 것이 구매후기 신뢰성을 높이는 것으로 나타났으며, 제시 형태는 숫자 제시형에 대한 선호가 높게 나타났다. 넷째, 매체 수용자의 혁신성 특성은 구매후기 신뢰성 지각에 영향을 미치는 것으로 나타났다. 본 연구결과는 종합 쇼핑몰 구매후기 담당자에게 구매후기의 신뢰성을 높이기 위한 방안으로 사이트의 신뢰성 및 구매후기 내용의 방향성, 사이트 이용자들의 특성 등을 고려한 효과적인 구매후기의 관리전략을 제시 하였다.
Abstract
The research investigated the perceived reliability across the message sideness, online site credibility and user's characterist in online postscript. It classified user's postscript to the one-sided message vs two-sided message. Also, it investigated the effects of the user's postscript across the type of online site credibility: high or low site. And, it was user's postscript across the information of product's evaluation in online markets. The results of empirical testing are as follows First, the user's postscript of two-sided message is more effective than one-sided message in the online markets. Second, the user's postscript of high credibility site is more effective than low site. Third, in the case on the two-sided postscript message is high credibility site more effective than one-sided message. But, there is no difference between the two in the low credibility online markets. At last, when there is information of product's evaluation message has more influence no information does. In conclusion, this thesis is the meaningful attempt to set a basis for combining the word of mouth effects and message sidedness effects on new research context, the online market. It also provided a new approach and perspective to understand the behavior of online consumer by focusing on how online consumers are influence by the product evaluation information provided from so-called postscript.
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