사용자후기에 대한 선택적 노출: 조절초점의 역할 탐색
An Exploration of the Role of Regulatory Focus in Consumers' Selective Exposure to Online Reviews
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초록
본 연구는 조절초점이론의 시각에서 사용자후기에 대한 선택적 노출 현상을 조사하였다. 첫 번째 가설은 성취초점지향(안녕초점지향)의 참가자들은 선호제품(차선호제품)에 관한 사용자후기를 우선 소비하려 할 것이란 예측이었고, 두 번째 가설은 해당 제품의 후기 내용에 관한 선택적 노출에 관한 것으로, 성취초점지향(안녕초점지향)의 참가자들은 열망후기(경계후기)를 첫 번째로 선택할 것이란 예측이었다. 캠핑카여행 상품과 펜션여행 상품을 대상으로 대학생 118명이 참여한 실험 결과, 조절초점의 영향력에 대한 위 가설들은 대체로 지지된 것으로 나타났다. 이 결과는 소비자의 사용자후기에 대한 선택적 노출 가능성을 최초로 입증한 것이라 할 수 있다. 본 연구의 결과가 온라인 마케팅 커뮤니케이션 활동 및 향후 사용자후기 연구들에 시사하는 바를 결론에서 언급하였다.
Abstract
This research explored the effects of regulatory focus on consumers' selective exposure to online reviews. Results from an experiment yield two primary findings. First, promotion-focused participants tended to select the review of a preferred product more than expected, whereas prevention-focused participants tended to select the review of second preferred one more than expected. Second, when online reviews of the product they wanted to read were provided, promotion-focused consumers tended to select an eagerness review more than expected, whereas prevention-focused participants tended to select a vigilance review more than expected. The results present evidence of consumers' selective exposure to online reviews and its implications for the line of research on the effects of online reviews were discussed.
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