연설자의 공신력 각인 발화가 설득 효과에 미치는 영향
The Influence of Speaker’s Credibility-imprinting-utterance on Persuasion Effect
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
The purpose of this study is to investigate how the speaker's credibility-imprinting utterance affects the whole process of persuasion, and based on the results, suggest the contents of credibility-oriented persuasion education. To accomplish this purpose, the concept of the “speaker's credibility-imprinting-utterance” was established, and its role in the entire persuasion process including acquisition of credibility was examined through experimental treatment and statistical analysis centered on conditional process analysis. As a result, three main findings were drawn. First, the direct effect of “the speaker's credibility-imprinting-utterance → post-credibility” was .31, the direct effect of “prior credibility → post-credibility” was .17, and both effects were statistically significant. Second, the correlation coefficient between message sidedness and post-credibility was -.00, therefore the correlation of message sidedness and post-credibility was not significant statistically. Third, post-credibility showed a direct effect of .81 only on the attitude toward speech, and did not have a direct effect on the attitude and behavioral intention of the speech subject. The causes of the research results were analyzed, and the contents of persuasion education were suggested.
Abstract
The purpose of this study is to investigate how the speaker's credibility-imprinting utterance affects the whole process of persuasion, and based on the results, suggest the contents of credibility-oriented persuasion education. To accomplish this purpose, the concept of the “speaker's credibility-imprinting-utterance” was established, and its role in the entire persuasion process including acquisition of credibility was examined through experimental treatment and statistical analysis centered on conditional process analysis. As a result, three main findings were drawn. First, the direct effect of “the speaker's credibility-imprinting-utterance → post-credibility” was .31, the direct effect of “prior credibility → post-credibility” was .17, and both effects were statistically significant. Second, the correlation coefficient between message sidedness and post-credibility was -.00, therefore the correlation of message sidedness and post-credibility was not significant statistically. Third, post-credibility showed a direct effect of .81 only on the attitude toward speech, and did not have a direct effect on the attitude and behavioral intention of the speech subject. The causes of the research results were analyzed, and the contents of persuasion education were suggested.
참고문헌 (39)
- 강근석, "R을 활용한 선형회귀분석" (2016), 교우사
- "2012", ~
- "2015", ~
- "2007", ~
- 김요한, "메시지 측면성과 경쟁 브랜드명시여부에 따른 비교광고의 효과: 인지욕구와 제품 유형의 조절효과를 중심으로", 한국광고홍보학보, 17(1), pp.235~272 (2015), 한국광고홍보학회[DOI]
- 김현주, "TV 뉴스 앵커의 메시지 전달능력과 공신력의 관계", 한국방송학보, 10, pp.139~165 (1998)
- 문재학, "온라인 사용후기 방향성이 정보 신뢰성과 제품태도에 미치는 영향", 경영과 정보연구, 33(4), pp.49~62 (2014), 대한경영정보학회[DOI]
- 박성창, "수사학" (2000), 문학과지성사
- 박준홍, "연설에서의 설득 전략에 관한 교육 내용 분석", 우리말글, 85, pp.1~28 (2020), 우리말글학회[DOI]
- 박준홍, "메시지 측면성의 설득 효과에 관한 메타분석", 국어교육, (170), pp.161~201 (2020), 한국어교육학회[DOI]
- 신종국, "메시지 측면성, 보상 추천 명시 여부, 조절초점, 관여도의 상호작용이 구전효과에 미치는 영향: 외식 블로그를 중심으로", 경영교육연구, 32(3), pp.169~191 (2017), 한국경영교육학회[DOI]
- 오진경, "과학 커뮤니케이션에서 메시지 측면성과 과학 신념의 효과 분석", 한국광고홍보학보, 19(3), pp.5~37 (2017), 한국광고홍보학회[DOI]
- 윤태일, "공공문제에 대한 계획행동모형에서 대인커뮤니케이션 연결망의 역할 : 수돗물 음용 태도 및 행동의 이해", 한국언론학보, 50(5), pp.211~242 (2006), 한국언론학회
- 이재신, "온라인 과학기술 뉴스의 설득효과 탐구", 인터넷정보학회논문지, 17(4), pp.135~143 (2016), 한국인터넷정보학회
- 이학식, "정서적 반응이 광고효과에 미치는 영향", 경영학연구, 21(1), pp.345~378 (1991)
- 임동진, "관여도가 메시지 측면성 효과에 미치는 영향", 언론과학연구, 11(3), pp.238~260 (2011), 한국지역언론학회
- 정승훈, "스포츠센터 지도자의 공신력이 긍정적 감정, 회원만족 및 추천의사에 미치는 영향", 한국체육학회지, 57(4), pp.267~285 (2018), 한국체육학회
- 조수선, "통일 뉴스의 메시지 측면성과 미디어 유형이 뉴스 신뢰도, 통일 태도에 미치는 효과 : 설득지식의 효과를 중심으로", 미디어 경제와 문화, 15(1), pp.50~90 (2017), (주)에스비에스[DOI]
- 진용주, "사회저명인출신 교수의 공신력이 대학브랜드태도에 미치는 효과", 브랜드디자인학연구, 11(1), pp.5~18 (2013), 사단법인 한국브랜드디자인학회[DOI]
- 차유리, "방사능 오염 식품 이슈 정보 추구, 처리 및 전달 역학에 대한 탐색 : 신문기사의 유인가 프레임 유형과 정부기관에 대한 신뢰수준별 메시지 공신력을 중심으로", 한국언론학보, 56(2), pp.92~120 (2012), 한국언론학회[DOI]
- 최명일, "메시지 유형에 따른 에이즈 예방 캠페인 효과:공포소구와 메시지 측면성의 효과를 중심으로", 광고학연구, 18(4), pp.185~206 (2007), 한국광고학회
- 최상진, "태권도 지도자의 공신력이 수련만족과 운동지속에 미치는 영향", 국기원 태권도연구, 7(2), pp.43~63 (2016), 국기원[DOI]
- 최영인, "‘공신력을 고려한 동료 평가 사례’에 대한 국어교사들의 인식과 국어교육적 함의", 화법연구, (38), pp.153~196 (2017), 한국화법학회[DOI]
- 하병학, "에토스의 수사학", 철학탐구, 49, pp.111~137 (2018), 중앙철학연구소[DOI]
- Allen, M., "Meta-analysis comparing the persuasiveness of one-sided and two-sided messages", Western Journal of Speech Communication, 55(4), pp.390~404 (1991)
- Berlo, D. K., "Dimensions for evaluating the acceptability of message sources", Public opinion quarterly, 33(4), pp.563~576 (1969)
- Crowley, A. E., "An integrative framework for understanding two-sided persuasion", Journal of Consumer Research, 20(4), pp.561~574 (1994)
- DeVito, J. A., "The Interpersonal Communication Book" (2012), Pearson
- Gass, R. H., "Persuasion : Social Influence and Compliance Gaining" (2016), Routledge
- Hayes, A. F., "PROCESS macro를 이용한 매개분석 조절분석 및 조절된 매개분석" (2015), 신영사
- Holbrook, M. B., "Assessing the role of emotions as mediators of consumer responses to advertising", Journal of Consumer Research, 14, pp.404~420 (1987)
- Kumkale, G. T., "The effects of source credibility in the presence or absence of prior attitudes : Implications for the design of persuasive communication campaigns", Journal of applied social psychology, 40(6), pp.1325~1356 (2010)
- MacKenzie, S. B., "The role of attitude toward the ad as a mediator of advertising effectiveness : A test of competing explanations", Journal of Marketing Research, 23(2), pp.130~143 (1986)
- McCroskey, J. C., "Goodwill : A reexamination of the construct and its measurement", Communications Monographs, 66(1), pp.90~103 (1999)
- O’Keefe, D. J., "How to handle opposing arguments in persuasive messages : A meta-analytic review of the effects of one-sided and two-sided messages", Annals of the International Communication Association, 22(1), pp.209~249 (1999)
- O’Keefe, D. J., "Persuasion : Theory and research" (2016), SAGE
- Pratiwi, A., "The Credibility of Communicators as Leaders in the Peasant Movement", Journal of Social and Political Sciences, 3(3), pp.605~612 (2020)
- Sternthal, B., "The persuasive effect of source credibility : Tests of cognitive response", Journal of Consumer research, 4(4), pp.252~260 (1978)
- Zaichkowsky, J. L., "Measuring the involvement construct", Journal of Consumer Research, 12(3), pp.341~352 (1985)