긍정적 사용자후기가 구매결정 확신 형성에 미치는 영향
The Effect of Positive Online Reviews on the Formation of Consumer Confidence in Purchasing Decision
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초록
본 연구는 소비자들의 구매결정 도달에 어느 정도의 긍정적 사용자후기가 소비되는지, 그 과정에서 긍정적 사용자후기의 유형이 영향을 미치는지, 끝으로 소비한 긍정적 사용자후기의 양과 구매결정 확신 간에는 어떤 관계가 있는지를 살펴보았다. 100명의 대학생들은 조절초점 조작에 의해 그들이 상대적으로 선호할 가능성이 높은 여행상품의 긍정적 사용자후기에 노출되었다. 이들은 최대 5개의 사용자후기에 노출될 수 있었는데, 그 과정에서 언제든 구매결정에 도달하게 되면 나머지 사용자후기의 소비는 생략한 채 해당 구매결정에 대한 확신 정도를 묻는 문항에 응답하였다. 분석 결과, 구매결정 도달에 소요된 긍정적 사용자후기 소비량은 안녕초점지향(vs. 성취초점지향)이 보다 많았고, 성취초점지향은 열망후기(vs. 경계후기)에 노출된 후 그리고 안녕초점지향은 경계후기(vs. 열망후기)에 노출된 후 구매결정에 도달했을 때 그 구매결정 확신이 보다 높았다. 끝으로 긍정적 사용자후기 소비량이 높을수록 구매결정 확신은 낮은 것으로 나타났다. 이 결과는 상대적으로 인색한 주목을 받아왔던 긍정적 사용자후기의 중요성을 환기시킴과 동시에 구매결정에 대한 확신의 새로운 근원으로 소비자의 조절초점과 후기유형 간의 조절일치를 제시한다는 점에서 의의가 있다.
Abstract
The current research investigates the role of positive reviews in the consumer's purchasing decision process. Specifically, I address three research questions: 1) how many positive reviews are necessary to reach a purchasing decision, 2) does the type of positive reviews affect confidence in purchasing decision, and, finally, 3) what relationship does the number of positive reviews consumed have with confidence in purchasing decision. The questions were approached from the perspective of regulatory focus theory. Regulatory focus theory suggests that distinct motivational systems (promotion vs. prevention system) operate in a unique way respectively facing desired outcomes to attain. The results of this study suggest that prevention-focused consumers (vs. promotion-focused) are likely to consume more positive reviews, confidence in purchasing decision will be higher when consumers are exposed to the right type of reviews that sustain their current regulatory focus, and less confidence in purchasing decision leads to more consumption of positive reviews. Implications and limitations of this study were discussed.
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