온라인 리뷰어와의 지각된 유사성이 제품 구매 의도에 미치는 영향: 리뷰 진단성의 매개효과와 심리적 파워의 조절된 매개효과
The Effect of Perceived Similarity to Reviewers on Online Purchase Intentions: A Mediation Effect of Review Diagnosticity and a Moderated Mediation Effect of Psychological Power
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초록
본 연구는 제품 유형과 리뷰어와의 유사성, 소비자의 심리적 파워 수준에 따라 소비자들이 리뷰를 참고하는 정도가 달라지는지를 확인하고자 진행되었으며, 이러한 관계가 리뷰의 진단성에 의한 결과인지를 확인하고자 하였다. 연구 1에서는 제품 유형과 유사성 수준에 따라 리뷰를 참고하는 정도가 달라지는지를 확인하고자 하였으며, 연구 2에서는 이러한 결과가 심리적 파워 수준에 따라 달라지는지를 확인하고자 하였다. 또한, 해당 결과가 유사한 타인의 리뷰를 진단적이라 인식하기 때문에 나타난 결과인지 확인하고자 하였다. 연구 1에서는 경험재를 구매하고자 하는 소비자라면, 유사한 타인의 리뷰를 더 참고하고자 하는 것으로 나타났으며, 물질재 조건에서는 차이가 없는 것으로 확인되었다. 연구 2에서는 차이가 나타난 경험재 조건을 중점으로 확인한 결과, 심리적 파워가 낮은 개인은 유사한 타인의 리뷰를 더 진단적이라 지각하여 이들의 리뷰를 더 참고하고자 하는 것으로 나타난 반면, 심리적 파워가 높은 개인은 유사성이 진단성과 리뷰를 참고하는 정도에 영향을 미치지 않았다. 끝으로, 본 연구의 결과를 바탕으로 한계점 및 추후 연구 방향과 연구의 시사점을 논의하였다.
Abstract
This study was conducted to examine whether the degree of consumer's reference to online reviews varies depending on the type of product, similarity to the reviewer, and the psychological power of the consumer, and whether this relationship is mediated by the diagnosticity of the review. More specifically, in Study 1, it was examined whether the effect of product type on consumer reference to online review was moderated by the similarity between the consumer and the reviewer. More specifically, in Study 1, it was examined whether the effect of product type on consumer reference to online review was moderated by the similarity between the consumer and the reviewer. Results of Study 1 showed that consumers in high similarity condition referred to online review more than those in low similarity condition, which was found for experiential goods but not for material goods. Focused on experiential goods, findings of Study 2 indicated that the effect of perceived similarity on reference to online review was only found for consumers with low psychological power (moderating effect) and this effect was mediated by the diagnosticity of the review. Finally, based on the results of this study, limitations and future research directions, and implications of the study are discussed.
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