온라인 제품정보 특성이 정보의 설득효과에 미치는 영향에 관한 실증적 연구
Empirical Validation for the Effects of Perceived Characteristics of Online Product Message on Persuasion
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This research is an empirical study to analyze the factors that affect users’ acceptance & diffusion of online product message. Today many people use the product message/information on the internet, before they make decision to buy something in online/offline environment. This paper proposes the site design look, enjoyment, and usefulness as message perception factors. And we examine the relationship among the perception factors, message credibility, acceptance & diffusion. The purpose of this paper is threefold. First, we examine the relationship between as perception factors and the credibility assessment of the message by customers. Second, we will show the effect of message credibility on the message acceptance & diffusion. Third, we try to present some theoretical and empirical implication through the result of our studies.
Abstract
This research is an empirical study to analyze the factors that affect users’ acceptance & diffusion of online product message. Today many people use the product message/information on the internet, before they make decision to buy something in online/offline environment. This paper proposes the site design look, enjoyment, and usefulness as message perception factors. And we examine the relationship among the perception factors, message credibility, acceptance & diffusion. The purpose of this paper is threefold. First, we examine the relationship between as perception factors and the credibility assessment of the message by customers. Second, we will show the effect of message credibility on the message acceptance & diffusion. Third, we try to present some theoretical and empirical implication through the result of our studies.
참고문헌 (57)
- 김문수, "CMC를 통한 대인 관계 형성에 대한 연구: 사회적 맥락단서와 요망성을 중심으로", 한국언론학보, 49(4), pp.191~225 (2005), 한국언론학회
- Keller, E, "입소문 전파자" (2004), 세종서적
- 김진우, "디지털 콘텐츠 @ HCI LAB" (2002), 영진닷컴
- 박철, "온라인 구전효과에 영향을 미치는 요인에 관한 비교문화적 실증연구", 경영학연구, 35(6), pp.1617~1647 (2006), 한국경영학회
- 이국철, "웹 사이트 디자인 평가모형 및 적용에 관한 연구", Journal of Information Technology Applications & Management, 10(1), pp.91~110 (2003), 한국데이타베이스학회
- 임종원, "A Study of the Factors Influencing WOM Effects in Online Environments", 한국마케팅저널, 8(4), pp.59~77 (2007), 한국마케팅학회
- 정보통신부, "2007년 하반기 정보화 실태조사 정보통신부", ~ (2008)
- 황민우, "감성적 소비가치에 관한 연구 - 소비자 혁신성과 신제품 수용도 및 감성적 소비가치 요소의 관계를 중심으로", 광고연구, (77), pp.145~172 (2007), 한국방송광고공사
- Anderson, J., "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(4), pp.411~423 (1988)
- Babin, B. J., "Work and", or Fun: Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20, 644~656
- Batra, R., "Measuring the Hedonic and Utilitarian Sources of Consumer Attitude", Marketing Letters, 2(2), pp.159~170 (1990)
- Bickart, B., "Internet Forums as Influential Sources of Consumer Information", Journal of Interactive Marketing, 15(3), pp.31~40 (2001)
- Bloch, P. H., "Shopping without Purchase: An Investigation of Consumer Browsing Behavior", Advances in Consumer Research, 10, pp.389~393 (1983)
- Bloch, P.H., "A Theoretical Model for the Study of Product Importance Perceptions", Journal of Marketing, 47, pp.69~81 (1983)
- Bolter, J., "Remediation: Understanding New Media" (1999), Wiley & Sons
- Burgoon, J.K., "Interactivity in human–-computer interaction: A study of credibility, understanding, and influence", Computers in Human Behavior, 16, pp.553~574 (2000)
- Childers, T., "Hedonic and utilitarian motivations for online retail shopping behavior", Journal of Retailing, 77(4), pp.511~535 (2001)
- Cockburn, A., "What do Web users do? An empirical analysis of Web use", International Journal of Human-Computer Studies, 54(6), pp.903~922 (2001)
- Davis, F.D., "Perceived Usefulness, Perceived Ease of Use and End User Acceptance of Information Technology", MIS Quarterly, 13(3), pp.319~340 (1989)
- Davis, F.D., "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models", Management Science, 35(8), pp.982~1003 (1989)
- Ducoffe, R.H., "Advertising Value and Advertising on the Web", Journal of Advertising Research, 36(5), pp.21~35 (1996)
- Eighmey, J., "Adding value in the information age: Uses and gratifications of sites on the World Wide Web", Journal of Business Research, 41, pp.187~194 (1998)
- Elliott, K.M., "Understanding Consumer-to- Consumer Influence on the Web", 박사, pp.2002
- Engel, J.E., "Consumer Behavior, 8th Ed" (1995), The Dryden Press
- Friedman, B., "Trust Online", Communications of the ACM, 43(12), pp.34~40 (2000)
- Fogg, B.J., "Persuasive technologies: Now is your chance to decide what they will persuade us to do-and how they’ll do it", Communications of the ACM, 42, pp.26~29 (1999)
- Fogg, B.J., "How Do People Evaluate a Web Site’s Credibility?: Results from a Large Study" (2002)
- Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Ganesan, S., "Dimensions and Levels of Trust: Implications for Commitment to a Relationship", Marketing Letter, 8(4), pp.439~448 (1997)
- Gefen, D., "E-commerce: The Role of Familiarity and Trust", Omega, 28(6), pp.725~737 (2000)
- Hair, J.F., "Multivariate Data Analysis, 5th Edition" (1998), Prentice Hall
- Hassanein, K.S., "Building Online Trust Through Socially Rich Web Interfaces", In Proceedings of the Second Annual Conference on Privacy, Security, and Trust(PST'2004), pp.15~22 (2004)
- Heijden, H., "User Acceptance of Hedonic Information Systems", MIS Quarterly, 28(4), pp.695~704 (2004)
- Heijden, H., "Factors Influencing the Usage of Websites: The Case of a Generic Portal in The Netherlands", Information & Management, 40, pp.541~549 (2003)
- Herr, P.M., "Effects of Word of Mouth and Product- Attribute Information on Persuasion: Accessibility-Diagnosticity Perspective", Journal of Consumer Research, 17(4), pp.454~462 (1991)
- Hirschman, E.C., "Hedonic Consumption: Emerging Concepts, Methods, and Propositions", Journal of Marketing, 46, pp.92~101 (1982)
- Hiltz, S. R., "The Network Nation: Human Communication via Computer" (1978), MIT Press
- Hoffman, D., "Marketing in hypermedia computer mediated environments: conceptual foundations", Journal of Marketing, 60, pp.50~68 (1996)
- Kimery, K.M., "Thirdparty assurances: mapping the road to trust in e-retailing", Journal of Information Technology Theory and Application, 4(2), pp.63~82 (2002)
- "Customer trust online: examining the role of the experience with the Web-site, CIS Working Paper Series, Zicklin School of Business, Baruch College, NY. Electronic publication/URL:" (2002)[URL]
- Koufaris, M., "Consumer Behavior in web-based commerce: An empirical study", The International Journal of Electronic Commerce, 6, pp.115~138 (2001)
- Lee, M.K.O., "Trust Model for Consumer Internet Shopping", International Journal of Electronic Commerce, 6(1), pp.75~91 (2001)
- Lewis, J.D., "Trust as a Social Reality", Social Forces, 63, pp.967~985 (1985)
- Mayer, R.C., "An Integrative Model of Organizational Trust", Academy of Management Review, 20(3), pp.709~734 (1995)
- Menon, S., "Cross-category effects of induced arousal and pleasure on the Internet shopping experience", Journal of Retailing, 78(1), pp.31~40 (2002)
- Morgan, R., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
- Pornpitakpan, C., "The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence", Journal of Applied Social Psychology, 34(2), pp.243~281 (2004)
- Peterson, R.A., "Consumer Information Search Behavior and the Internet", Psychology and Marketing, 20(2), pp.99~121 (2003)
- Petty, R.E., "Source Factors and the Elaboration Likelihood Model of Persuasion", Advances in Consumer Research, 11, pp.668~672 (1984)
- Rotter, J.B., "Generalized Expectancies for Interpersonal Trust", American Psychologist, 25, pp.443~452 (1971)
- Self, C.S., "Credibility. In An integrated approach to communication theory and research" (1996), Erlbaum
- Steur, J., "Defining Virtual Reality", Journal of Communication, 42(4), pp.73~93 (1992)
- Tractinsky, N.A., "What is Beautiful is Usable", Interacting with Computers, 13(2), pp.127~145 (2000)
- Tidwell, L.C., "Computer-Mediated Communication Effects On Disclosure, Impressions, and Interpersonal Evaluations: Getting to Know One Another a Bit At a Time", Human Communication Research, 28, pp.317~348 (2002)
- Tseng, S., "Credibility and Computing Technology", Communications of the ACM, 42(5), pp.39~44 (1999)
- Wathan, "Believe It or Not: Factors Influencing Credibility on the Web", Journal of the American Society for Information Science and Technology, 53(2), pp.134~144 (2002)
- Yu, J., "Extending the TAM for a t-commerce", Information & Management, 42, pp.965~976 (2005)
