온라인 점포의 의류상품 구매후기 정보 중요도 - 구매후기를 읽는 동기와 읽는 정도를 중심으로 -
The Relationship among Motives for Reading Reviews, Important Review Information and Amount of Review Reading
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본 연구는 온라인 점포 의류상품평 구전채널 구매후기를 읽는 동기 유형에 따라 중요시되는 구매후기 정보내용이 무엇인지를 규명하는 한편 중요시 하는 구매후기 정보 내용과 구매후기를 읽는 정도의 관계를 규명하였다. 자료는 온라인 설문지를 이용하여 국내 여성 318명을 대상으로 수집되었다. 연구변인들은 5점 리커트척도와 평정 척도로 측정되었으며, 확인적 요인분석을 통해 연구변인들의 수렴타당도와 판별타당도가 검증되었다. 구조방정식 경로모형을 통해 인과관계를 검증한 결과, 올바른 상품 선택 동기가 높을수록 상품관련 정보(상품의 내재적 속성 정보, 체형적합성 정보, 반품/환불 정보)를 중요시 하였다. 지각된 위험감소 동기로 구매후기를 읽는 경우, 상품관련 정보, 부정적 감정 정보, 점포 평판/신용 정보를 중요시 하였으며, 금전/시간절약 동기로 구매후기를 읽는 경우 가격비교/경제적 혜택 정보를 중요시 하였다. 오락적 동기로 구매후기를 읽는 경우 가격비교/경제적 혜택 정보에 대한 중요도가 낮았다. 상품관련 정보에 대한 중요도가 높을수록, 가격비교/경제적 혜택 정보에 대한 중요도가 낮을수록, 온라인 점포 구전채널 구매후기를 읽는 정도가 높았다. 의류상품 구매후기를 읽는 동기 유형, 구매후기 정보 중요도, 구매후기를 읽는 정도와 관련하여 온라인 점포에 확보되어야 하는 구매후기 정보 내용들이 무엇인지에 대한 시사점이 제시되었다.
Abstract
This study investigated 1) motives for reading after-purchase consumer reviews posted on apparel products which online stores sell, 2) identified the effects of the motives on the importance of review information, and 3) examined relationship between the importance of review information and the amount of reading reviews hosted by online store sites. Data were collected from 318 Korean females of 20's and 30's by online survey. Variables were measured by 5-point scales and variables' convergence and discriminant validities were confirmed by confirmatory factor analysis. Measurement and path models were tested using AMOS 18.0. The four type of motives were classified by factor analysis: Right product choice, risk reduction, saving time/money, and fun/killing time. A motive of right product choice was positively related to the importance of product-related information(contents related to intrinsic attributes, body fitness/redeeming of body defect, and return/refund of products). A motive of risk reduction was positively related to the importance of product-related information, negative emotion information, and stores' reputation/credibility information. A motive of saving time/money was positively related to the importance of e-WOM information about price comparison/financial benefits and a motive of fun and killing time was negatively related to price comparison/financial benefits. The importance of product-related information and price comparison/financial benefit information were positively related to the amount of reading reviews hosted by online store sites. Managerial implications were presented focusing on what information is needed to be conveyed by after-purchase reviews which online stores host.
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