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리뷰의 지각된 가짜성에 대한 마케팅적 접근

A Marketing Approach for Perceived Fakeness of Reviews

서지영|정재은|이두희|여민선
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2021.06|상품학연구 (Journal of Product Research)|제39권 제3호|pp. 123-132|DOI 10.36345/kacst.2021.39.3.013

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참고문헌

키워드

방문의도리뷰 유용성가짜리뷰직렬다중매개효과visit intentionserial multiple mediation effect리뷰의 지각된 가짜성fake reviewperceived fakeness of review리뷰 콘텐츠 신뢰도review content credibilityreview usefulness
주제분류경영학

초록

소비자가 작성한 온라인 리뷰의 역할이 증가하고 있다. 이와 함께 기업에서 대가를 받고 상품이나 서비스를 직접 경험하지 않고 작성한 가짜리뷰가 등장하였다. 가짜리뷰는 소비자가 제품의 품질을 실제와 다르게 평가하는데 영향을 미치고, 상대 기업의 평판을 훼손할 수 있다. 하지만 가짜리뷰를 탐지하려는 노력에도 불구하고 실제로 가짜리뷰를 찾아서 제거하는 비율은 매우 낮다. 소비자가 리뷰를 읽은 후 가짜리뷰라고 인지하는 것을 ‘리뷰의 지각된 가짜성’이라고 한다. 선행연구에서는 리뷰어의 과거 평점과 리뷰어 전문성이 리뷰의 지각된 가짜성에 미치는 영향을 고찰하였다. 하지만 리뷰의 지각된 가짜성 연구는 아직까지 초기 단계에 있으며, 리뷰의 지각된 가짜성이 소비자의 행동의도에 미치는 메커니즘을 제시한 연구는 아직 진행되지 않았다. 본 연구는 소비자의 지각된 가짜성이 리뷰 유용성과 방문의도에 미치는 메커니즘을 규명하려는 연구 문제를 화두로 진행되었다. 연구를 통해 리뷰의 지각된 가짜성이 높을수록 리뷰 콘텐츠 신뢰도에 부정적인 영향을 주고, 낮은 리뷰 콘텐츠 신뢰도는 소비자의 레스토랑 방문의도를 감소시킨다는 것이 밝혀졌다. 또한, 리뷰의 지각된 가짜성이 레스토랑의 방문의도에 미치는 영향을 리뷰 콘텐츠 신뢰도와 리뷰 유용성이 완전매개함을 보여주었다. 즉, 리뷰의 지각된 가짜성이 높을수록 리뷰 콘텐츠 신뢰도는 낮아지고, 낮은 리뷰 콘텐츠 신뢰도는 리뷰 유용성을 감소시키며, 이를 통해 레스토랑의 방문의도가 감소하였다. 본 연구는 리뷰의 지각된 가짜성이 행동의도에 미치는 메커니즘을 규명한 첫 번째 논문으로, 리뷰의 지각된 가짜성이 리뷰 콘텐츠 신뢰도, 리뷰 유용성, 방문의도로 이어지는 직렬다중매개효과를 확인하였다는 점에서 의의가 있다.

Abstract

Consumer reviews are becoming significant in consumer’s purchasing decisions. In recent years, fake reviews have appeared that such reviews do not reflect genuine consumer experiences but are rather posted for endorsing products or services after receiving compensations. Fake reviews do not provide an actual representation of the product’s quality which can be misleading to consumers and damage competitor company’s reputations. Despite recent attempts to improve verifications, the detection rate of fake reviews is very low. From a consumer’s perspective, an impression of one’s fakeness perception toward a review is ‘perceived fakeness of reviews.’ Recent research finds the effect of the reviewer’s historical ratings and their expertise on the perceived fakeness of reviews. However, given the very limited perspective from existing literature, not much of investigation have been performed on the mechanism of how they would affect the consumer’s behavioral intention. The current study demonstrates the underlying mechanism of the perceived fakeness of reviews on visit intention through online review usefulness. The result suggests that the perceived fakeness of reviews decreases review content credibility, resulting in a negative impact on restaurant visit intention. Moreover, review content credibility and online review usefulness fully mediate the relationship between the perceived fakeness of reviews and restaurant visit intention. Thus, reviews that are perceived as fakeness would lower review content credibility and subsequently decrease online review usefulness, which leads to the negative impact on restaurant visit intention. This study is the first to approach the serial multiple mediation effect of the perceived fakeness of reviews on behavioral intention, addressing the role of review content credibility and online review usefulness.

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