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소비자 온라인 리뷰(OCR)가 제품에 대한 태도와 구매 의도에 미치는 영향 : 성별과 OCR 유형의 조절 효과를 중심으로

The Effect of OCR (Online Consumer Reviews) on Attitudes and Purchase Intention : The Moderating Role of Gender and OCR Type

민동원|안아림
한국소비자학회 (Korean Society Of Consumer Studies)|2013.09|소비자학연구 (Journal of Consumer Studies)|제24권 제3호|pp. 23-50

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참고문헌

키워드

Gender성별Emotional valence소비자 온라인 리뷰(OCR)공감적 처리정서價속성 기반 정보태도 기반 정보Online consumer reviewsEmpathic processingAttribute based informationAttitude based information
주제분류경제학

초록

정보 기술 발달과 온라인 쇼핑 증가 추세에 따라 소비자 온라인 리뷰(Online Consumer Reviews, 이하 ‘OCR’)의 영향력이 상승하고 있다. 본 연구는 OCR의 특성과 성별에 따른 상이한 정보 처리 양상 간 적합성에 주목하고 성별에 따라 OCR 설득의 차이가 다르게 나타나는지를 실험을 통해 검증하였다. 이를 위해 먼저 OCR이 가진 특성들에 대해 살펴보고, 타인의 느낌과 생각을 이해하는 인지적 활동인 공감과 타인의 제품 사용 경험 후기인 OCR과의 관련성을 숙고하였다. 또한 선행 연구를 통해 OCR 정보의 유형이 속성 기반이냐 태도 기반이냐에 따라 성별이 OCR의 설득에 미치는 영향이 다를 수 있음을 파악하고 성별, OCR 정서價(긍정 vs. 부정), 그리고 OCR 유형(속성 기반 vs. 태도 기반) 이라는 3가지 변수를 중심으로 성별이 OCR의 설득을 조절하는 성별과 OCR의 유형의 조절 효과를 검증하였다. 실험 결과, 남성의 경우, 속성 기반 OCR과 태도 기반 OCR에서 설득의 차이가 나타나지 않았다. 반면 여성의 경우, 속성 기반(vs. 태도 기반) OCR에 노출 되었을 때 긍정적 OCR 제품에 더 호의적인 태도와 높은 구매 의도를 형성하였으며, 부정적 OCR 제품에 더 비호의적인 태도와 낮은 구매 의도를 가졌다. 한편 붓스트랩핑 테스트를 통해 성별이 OCR의 설득에 미치는 영향을 공감적 처리가 매개함이 밝혀졌다. 연구 결과를 바탕으로 본 연구의 학문적 및 실무적 시사점이 논의되었다.

Abstract

With the Internet’s growing popularity, online consumer reviews (OCR) have become an important resource for consumers’ purchase decisions. This paper focuses on the effect of difference in gender’s information processing type on OCR persuasion. Two types of OCR (attribute based vs. attitude based) are used for investigating the association between gender and OCR persuasion. The results of 2 (Gender: male vs. female) × 2 (Emotional valance: positive vs. negative) × 2 (OCR type) between-subjects design show that OCR persuasion varies based on participants’ gender, the emotional valence of OCR, and OCR type. For males, there is no difference between attribute based and attitude based OCR under both positive and negative OCR conditions. However, females show different patterns between positive and negative OCR conditions in terms of OCR type. Under positive OCR condition, when females are presented with attribute based (vs. attitude based) OCR, they evaluate the target product more favorable and show more purchase intention. Under negative OCR condition, however, females who are presented with attribute based (vs. attitude based) OCR evaluate the target product less favorable and have less purchase intention. Additionally, boot strapping tests on the three conditions (positive-attributed based, positive-attitude based, and negative-attributed based) confirm that empathic processing mediates the effect of gender on OCR persuasion. At the end of this paper, further research directions and implications are suggested

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