온라인 상품평의 방향성이 제품 평가에 미치는 영향 -조절초점과 브랜드 인지도의 조절효과를 중심으로-
The Effects of Valence of Information of Online Review on Product Attitude and Purchase Intention -Moderating Effects of Self-regulatory and Brand Awareness-
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초록
인터넷 쇼핑은 소비자가 상품에 대한 실물을 직접 보지 않고 정보에 전적으로 의존하여 구매가 이루어지기 때문에 이들이 느끼는 상품구매에 대한 불안감이 상대적으로 더 크게 나타난다. 이와 같은 불안감을 해소하기 위해, 소비자는 제품 평가에 대한 정보탐색의 수고를 줄이기 위해 구매경험이 있는 사람들이 제공하는 온라인 상품평을 활용한다. 긍정적 또는 부정적 상품평이 소비자의 의사결정에 미치는 연구가 활발히 진행되고 있는데, 소비자의 특성에 따라 두 가지 상품평 중에서 어떤 상품평을 더 고려하고 있는가에 따라 제품에 대한 평가와 선택이 상이한 차이를 보이게 된다. 소비자 특성 중의 하나로 조절초점(regulatory focus)에 따라 특정 정보에 민감하게 반응한다. 본 연구의 목적은 조절초점 소비목표를 통해 소비자의 조절초점을 조작하여 첫째, 긍정적 또는 부정적인 상품평에 의한 제품 태도 및 구매의도에 미치는 영향력이 조절초점(향상초점/예방초점)에 따라 어떻게 달라지는가를 분석하는데 있다. 두 번째 연구목적은 부정적 상품평 내에서 브랜드 인지도(높음/낮음)가 제품 태도와 구매의도에 미치는 영향력이 조절초점에 따라 차이가 있는가에 있다. 연구결과, 향상초점 보다는 예방초점의 경우에 소비자들은 부정적인 온라인 상품평에 대해서 더욱 부정적인 제품 태도를 갖고 낮은 구매의도를 보였다. 또한 부정적인 온라인 상품평에서 브랜드 인지도가 제품 태도 및 구매의도에 미치는 영향력은 조절초점에 따라 달라졌는데, 브랜드 인지도가 낮을 때 향상초점보다 예방초점은 부정적인 온라인 상품평을 더욱 부정적으로 평가하여, 비 호의적인 제품 태도와 낮은 구매의도를 보였다. 본 연구에서는 이러한 결과를 바탕으로 실무적인 시사점과 향후의 연구 방향에 대하여 언급하였다.
Abstract
Due to the Internet’s growing popularity, online reviews is acting increasingly important as a critical factor on evaluating product features. Accordingly, many firms are taking advantage of online consumer review as a new marketing tool. Also, the effects of promotion and prevention motivations are different when positive or negative online reviews are represented. The study was performed to examine how consumer regulatory-focus(prevention vs. promotion) and brand awareness(high vs. low) affects attitude and purchase intention toward products presented with online reviews consisting of either positive or negative information. The results show that promotion-focused consumers have more favorable attitude and higher purchase intention than prevention-focused consumers when positive online reviews are represented, however, prevention-focused consumers have less favorable attitude and lower purchase intention than promotion-focused consumers when negative online reviews are represented. Also, brand awareness has positive effects on attitude and purchase intention toward products’ negative online reviews. Finally, because prevention-focused consumers have high level of loss aversion based on loss aversion, prevention-focused consumers have less favorable attitude and lower purchase intention than promotion-focused consumers when products have negative online reviews and poor brand awareness. Based on the findings, the theoretical and managerial implication are then discussed.
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