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온라인리뷰의 방향성과 제품유형이 소비자 구매의도에 미치는 영향: 메시지 특성의 조절효과를 중심으로

The Effects of the Valence and Product Type of Online Reviews on Consumer Purchase Intention: Focus on the Moderating Role of Message Characteristics

박효현|정강옥
한국전략마케팅학회 (Korean Strategic Marketing Association)|2024.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제32권 제3호|pp. 206-228|DOI http://dx.doi.org/10.22736/jms.32.3.11

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참고문헌

키워드

구매의도Purchase Intention온라인리뷰 방향성제품유형추상적 메시지구체적 메시지Online Review ValenceProduct TypeAbstract MessageConcrete Message

초록

본 연구는 온라인리뷰에서 방향성과 제품유형이 소비자 구매의도에 차별적 영향을 미치는지 살펴보는 것이다. 그리고 여기서 온라인리뷰의 메시지 특성이라는 변수가 조절효과를 나타내는지 분석하는 것이다. 이를 위해 문헌 검토를 기반으로 연구 모형을 도출하고 가설을 수립하였다. 연구방법으로 실험법을 사용하여 연구변수인 온라인리뷰 방향성, 제품유형(실용재 vs. 쾌락재), 온라인리뷰 메시지 특성(구체적 메시지 vs. 추상적 메시지)으로 한 실험을 하였다. 편의표본추출법으로 피험자 표본을 선정하였으며 353명의 피험자로부터 자료를 수집하였다. 가설검증으로 t-검증, 분산분석을 실시하였다. 이에 따른 연구결과를 다음과 같다. 첫째, 부정적 온라인리뷰보다 긍정적 온라인리뷰가 소비자 구매의도를 더 높게 하는 긍정적 영향을 미치는 것으로 나타났다. 둘째, 쾌락재보다 실용재가 소비자 구매의도를 더 높게하는 긍정적 영향을 미치는 것으로 나타났다. 셋째, 긍정적 온라인리뷰에서는 구체적 메시지보다 추상적 메시지에서 소비자 구매의도가 더 높은 것으로 나타났다. 다음으로 부정적 온라인리뷰에서는 추상적 메시지보다 구체적 메시지에서 소비자 구매의도가 더 높은 것으로 나타났다. 넷째, 온라인리뷰 대상이 실용재인 경우에서는 구체적 메시지보다 추상적 메시지에서 소비자 구매의도가 더 높은 것으로 나타났다. 다음으로 온라인리뷰 대상이 쾌락재인 경우에는 추상적 메시지보다 구체적 메시지에서 소비자 구매의도가 더 높은 것으로 나타났다. 후반부에서는 본 연구결과로 밝혀진 것들을 기반으로 한 시사점을 이론적 및 실무적 측면에서 제시하고 연구의 한계 및 향후 연구방향에 대해 논의하였다.

Abstract

The aim of this study was to examine how consumer purchase intention varied depending on the valence and product type of online reviews. We also investigated the moderating effect of message characteristic variable between the valence and product type of online reviews and consumer purchase intention. To accomplish the purpose of the study, we firstly performed literature reviews, and then set up research model and hypotheses. Experiment method was used to obtain data. Convenience sampling was conducted as a sampling technique and data were collected from 353 subject students. T-test and ANOVA were employed to test the hypotheses. The summary of the research results was as follows. First, it was found that positive online reviews had a more positive effect on consumer purchase intention than negative online reviews. Second, it was shown that utilitarian goods had a more positive effect on consumer purchase intention than hedonic goods. Third, in the case of positive online reviews, it was revealed that consumer purchase intention was higher in abstract message than in concrete message. And in the case of negative online reviews, it was found that consumer purchase intention was higher in concrete message than in abstract message. Fourth, in the case of utilitarian goods, consumer purchase intention was higher in abstract message than in concrete message. And in the case of hedonic goods, consumer purchase intention was higher in concrete message than in abstract message. Finally, based on the results, theoretical and managerial implications were discussed and the limitations of the study and future research directions were suggested.

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