THE EFFECTS OF A SPOKESPERSON TOWARDS A CUSTOMER'S BEHAVIOURAL INTENTIONS: THE CASE OF AN ENVIRONMENTAL CONSERVATION NGO

Toyohiko Sugimoto,Alastair Tombs 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Introduction The over population of wild and feral animals is increasing as an environmental problem in many parts of the world due the pressure on native flora and ecosystems. (BBC, 2013; Hall, 2015; Kaji, Saitoh, Uno, Matsuda, & Yamamura, 2010). Examples include deer in Northern Japan and Northeast USA, the urban fox in England, possums in New Zealand and the crown of thorns starfish in the Great Barrier Reef. This phenomenon is also happening in Australia. Recent news reports of huge kangaroo populations devastating grazing land in western Queensland (Arthur, 2015) and a spike in Koalas eating away their habitat in the Cape Otway area of Victoria (Paul, 2015) have highlighted this problem. While the overpopulation of koalas is causing environmental damage to natural gum trees, to the point that they will not regenerate, it is difficult to enforce population control because these animals hold such as positive place as an Australian symbolic animal. Hence, there is some controversy whether they should be culled by environment advocates as part of an ongoing population/environmental management program. To help facilitate appropriate wildlife management in light of the controversial environmental problems, Non-Government Organisations (NGOs) play an essential role as a conduit between government and local citizens. For example, Australian Koala Foundation contributes to the conservation and management of the wild Koala through conducting strategic research for Koala management, conservation and community education in Australia (Australian Koala Foundation, 2015). However, NGOs are currently faced with challenges, such as acquisition of funds to support such work and gathering supporters for volunteer activities. This is because the competitiveness in the not-for-profit-sector has intensified due to an increase in the number of NGOs and oligopoly of donation share by high-profile NGOs (Foster & Fine, 2007; Sunder, 2015). To deal with these challenges NGO’s are resorting to more commercial types of marketing communications such as the use of celebrity endorsement or using celebrities as spokespeople. Although using celebrities as spokespeople for the NGO sector has become a common advertising strategy (De los Salmones, Dominguez, & Herrero, 2013; Wheeler, 2009), research into what kind of characteristics of spokesperson would lead effectively to change customer's attitude and behavioural intentions is limited. This celebrity/cause match is especially important for many environmental NGOs who have to deal with controversial environmental problems (e.g. wildlife management for overpopulated animals). This research examines the differences between the relevant expertise and perceived attractiveness of the celebrity spokesperson and its effect on the public’s perception of trustworthiness of the NGO. As the role of the celebrity spokesperson to encourage the public’s intentions to donate increases another issue arises: can the same strategy be used to solicit the donation of time (by volunteers)? This latter dilemma is something that is rarely experienced in the for-profit or commercial sector. This study presents a conceptual model that may help to identify answers to these questions and will extend the current research on celebrity endorsement. It should also bring out new academic insights about the process of building source credibility and a detailed evaluation of the spokesperson’s role in creating a two dimensional approach to behavioural intentions. Literature review Celebrity endorsement is a common advertising technique used by many organisations to build an association between a well-known and well-liked personality and the company’s brand in order to increase consumer’s awareness and liking for the brand (Spry, Pappu, & Bettina Cornwell, 2011). By utilizing the endorsement of a celebrity spokesperson, the product/service, band and/or company is able to leverage the positive attributes and characteristics of the spokesperson to the advantage of that product, band and/or company image (Erdogan, 1999; Ohanian, 1990). Recently, this strategy of utilizing celebrities as credible spokespeople has been adopted by many socially purposed organisations and NGOs (De los Salmones, et al., 2013; Samman, Auliffe, & MacLachlan, 2009; Wheeler, 2009). In order to evaluate the effectiveness of the spokesperson, source credibility is used as a key measure. The source credibility is defined as ‘a communicator's positive characteristics that affect the receiver's acceptance of a message’ (Ohanian, 1990, p. 41). The concept of source credibility has been established through the development of two important models: source credibility model and source attractiveness model. The source credibility model, proposed by Hovland, Janis, and Kelley (1953), suggests that the effectiveness of a message depends on perceived level of expertise and trustworthiness in an endorser (Erdogan, 1999). Hovland, et al. (1953) analyze the factors which lead to the perceived credibility of the spokesperson and defined that two essential items of source credibility namely, expertise and trustworthiness. Moreover, the source attractiveness model, takes a social psychological perspective (McGuire, 1985) and is defined as another important factor that is likely to affect customers’ perception of the brand. The source attractiveness model explains that the effectiveness of a message depends on source's 'familiarity', 'likability', 'similarity', and 'attractiveness' to the respondent (Erdogan, 1999). This model brings about the idea that attractiveness is also a factor determining source credibility. Ohanian (1990) combines these two models and defines the construct of endorser source credibility as consisting of three sub-dimension items (i.e. expertise, trustworthiness, attractiveness). By adopting the source credibility model, researchers have studied the effects of spokesperson on customer's attitudes and behavioural intentions in various research settings and conditions (Amos, Holmes, & Strutton, 2008; Erdogan, 1999; Lafferty & Goldsmith, 1999; Ohanian, 1991). However, a comprehensive review of the literature reveals that some gaps still exist in the work that has been undertaken in this field. Firstly, rather than source credibility consisting of three independent variables (expertise, trustworthiness, attractiveness) Busch and Wilson (1976) and Johnson and Grayson (2005) suggest that for trust building within service marketing and sales research, the constructs of expertise and attractiveness are regarded as antecedent factors of trustworthiness. This approach has not been used in research into celebrity endorsement. Secondly, although most studies have dealt with concept of behavioural intentions as a unidimensional concept, this unidimensional way could make the actual effects of spokesperson unclear because different behavioural intentions may hold different meanings, for different potential sponsors resulting in different forms of donation. In service quality research Zeithaml, Berry, and Parasuraman (1996) confirm that different types of service quality may influence differently any one of five different behavioural intentions (i.e. loyalty, switch, pay more, external response, and internal response). Thus, different types of celebrity endorser (expert or attractive) could also influence different types of behavioural intentions. For example the attributes of celebrity endorser may have an influence on whether someone would be more inclined to donate money, to donate time (volunteer for the organisation), and/or spread positive word of mouth. Conceptual framework & hypotheses development Although this study investigates the effects of the various combinations of endorser's characteristics on customer’s attitudes and behavioural intentions, research shows that different endorser’s characteristics do affect different customer attitudes and behaviour (Eisend & Langner, 2010; Lord & Putrevu, 2009). Lord and Putrevu (2009) find that attractiveness drives customer's behavioural intentions when customer's motivation is transformational (i.e. affective), whereas expertise and trustworthiness are influential when their motivation is informational (i.e. cognitive). Eisend and Langner (2010) reveal that attractiveness is a determinant of positive customer attitudes in the immediate condition (i.e. ad effects after just 60 seconds), whereas expertise is effective in the delayed condition (i.e. ad effects after one or three days). They also found that a high-expertise and high-attractiveness endorser is particularly effective towards customer attitudes in both conditions. Thus, considering the different effects on customer’s attitudes by different endorser’s characteristics our research objective is to examine which type of spokesperson is more effective in influencing a customer's attitudes and behavioural intentions for NGOs dealing with controversial environmental problems. In addition to solving the research objective, the research will also fill the research gaps indicated through the literature review. Our model (See Figure 1) shows that both the expertise and attractiveness of a celebrity spokesperson will lead to consumers’ perception of the trustworthiness of that spokesperson. Considering the insights from the perspective of trust building processes in the services marketing and sales literature, the celebrity’s expertise and/or attractiveness as antecedent factors of trustworthiness should also have an effect on organisation credibility through trustworthiness as a mediator. Moreover, we propose that the effects of a spokesperson’s expertise and/or attractiveness will influence differently the organisational credibility depending on the level of issue controversy they deal with. For example, Wheeler (2009) found that a celebrity endorser that showed a logical connection with the organisation increased organisational credibility and behavioural intentions. Therefore it is expected that for an environmental NGO that has to deal with controversial issues (such as reducing numbers of animals in habitats under stress from overgrazing) an expert spokesperson may well be a better fit and gain more trust and therefore more credibility for the organisation than an attractive one. However, where the issue the spokesperson is dealing with is not controversial this pattern may well reverse with an attractive celebrity being the more effective spokesperson. From this point of view, the level of issue controversy that the NGO deals with is hypothesized as a moderator between both expertise and attractiveness and trustworthiness. The customer’s perception of both the trustworthiness/credibility of the celebrity chosen as spokesperson and the credibility of the organisation will influence their (the customer’s) attitudes toward the organisation. In the model we follow Amos, et al. (2008) and Erdogan (1999) in asserting that positive organisational credibility will positively influence attitudes toward the firm. From the view that a unidimensional behavioural intention could make actual outcomes unclear, three behavioural intentions (i.e. donation of time, donation of money, word of mouth) options are proposed. This distinction is especially important when considering that many NGOs unlike for-profit organisations have a need to both increase financial resources and human resources. The NGO/celebrity endorser conceptual model is presented in figure 1. Conclusion & future research direction The conceptual model developed in this study research has implications for both academics and managers. Firstly, as an academic contribution, the idea that expertise and attractiveness contributes to trustworthiness, which is reported in trust building in service marketing, should raise new considerations about source credibility building process in celebrity endorsement research. Moreover, the moderating influence of the degree of controversy will play an important part in that relationship, especially for NGOs having to deal with controversial issues such as culling wildlife to protect the environment. The approach that multiple types of behavioural intentions are important outcomes may also enable a more detailed evaluation of the effects of celebrity spokespeople. The interactions between spokesperson characteristics (e.g. expertise, attractiveness) and the three behavioural intentions should be further investigated within the celebrity endorser field of research. Secondly, since the literature which evaluates the effect of celebrity endorsement for NGOs in the context of controversial social issues has been still under-researched, the outcomes of this research will be valuable for most NGO managers struggling with same issues. Moreover, by applying multiple behavioural intentions, more detailed insights how to increase each behavioural intention (i.e. donation of money, donation of time, positive word of mouth) through assigning different spokesperson with different characteristics (i.e. attractiveness and expertise) may enable NGOs to more flexible in assigning a suitable spokesperson. The characteristics of the spokesperson may need to change depending on the resource acquisition requirements the NGO has at that time. Hence, this research will provide meaningful insights from the both academic and managerial perspectives. As a future research direction, in order to validate this conceptual model it is suggested that a between subjects experiment be conducted. The experiment could consist of a scenario whereby a spokesperson is trying to gain public support for the activities of an environmental NGO. Here one could manipulate the expertise (high vs low) and the attractiveness (high vs low) of the spokesperson and the message (controversial vs non-controversial) to establish if differences in the spokesperson characteristics would have an effect on the different behavioural intentions of the respondents.

인터넷 검색 광고 효과과정에서 정보원 신뢰도의 영향력 및 광고 신뢰도의 매개효과 연구

신동희(Dong Hee Shin),장우성(Woo Sung Chang) 사이버커뮤니케이션학회 2010 사이버 커뮤니케이션 학보 Vol.27 No.1

본 연구는 인터넷 검색 광고를 통하여 정보원 신뢰도와 광고 신뢰도가 광고 효과과정에 미치는 영향력을 살펴보고, 특히 정보원 신뢰도와 광고효과변수 사이에서 광고 신뢰도가 어떠한 역할을 하는가를 규명하려는 목적으로 수행되었다. 이를 위하여 2009년 9월 16일부터 동년 9월 22일까지 일주일 동안 서울 및 충청지역 대학의 컴퓨터 실습실에 협조를 요청하여 컴퓨터를 사용 중인 학생들에게 구조화된 설문지를 배포하는 서베이 방법을 통해 데이터를 수집하였다. 연구문제 1은 정보원 신뢰도 수준별 광고효과 차이를 살펴보는 것이다. 분석 결과 정보원을 높게 신뢰하는 응답자들에게서 상대적으로 높은 광고 태도와 클릭의도가 나타나고 있었다. 그리고 연구문제 2는 정보원 신뢰도와 광고 신뢰도 그리고 광고 효과변수 간의 관계, 특히 광고 신뢰도의 매개효과 여부를 살펴보는 것이다. 분석 결과 정보원 신뢰도가 광고 태도에 미치는 영향력은 부분매개모형으로 나타났다. 즉 검색 포털 사이트의 신뢰도는 직접 검색 광고 태도에 영향을 미치기도 하고, 검색 광고 신뢰도를 경유하여 영향을 미치기도 하는 것으로 나타났다. The purpose of this study is to find out the influence of source credibility and advertising credibility through internet search advertising, have on the process of advertising effect, and in particular, to examine the role of advertising credibility on source credibility and advertising effect variables. For this study, the data was collected through surveys in university computer labs located in Seoul and Chungcheong Province. Research thesis 1 looks at the difference of advertising effect related to the level of source credibility. The study founded that respondents have shown higher advertising attitude and clicks in sources they highly trust. The research thesis 2 looks at the relationship between source credibility, advertising credibility and advertising effect variables; the effect of advertising credibility’s role as a mediation in particular. The study founded that the effect of source credibility on advertising attitude is shaped as a partial mediation model. In other words, the credibility of search sites directly affect the attitude towards advertising, and may have influence by routing the search advertising credibility.

골프채널의 공신력과 평판이 프로그램신뢰성과 만족도에 미치는 영향

허철무(ChulMooHeo) 한국체육학회 2013 한국체육학회지 Vol.52 No.1

본 연구는 J골프채널을 시청한 경험이 있는 골프참여자들을 중심으로 채널에 대한 공신력과 평판이 프로그램신뢰성과 만족도에 미치는 영향을 규명하였다. 이를 위해 329명으로부터 수거된 자료를 SPSS 15.0과 IBM AMOS 20 프로그램을 이용하여 주요 결과를 도출하였으며, 그 결과를 요약 제시하면 다음과 같다. 첫째, 연령에서는 40대가 30대나 50대에 비해 프로그램만족도가 높았고, 시청정도에서는 경시청자가 중시청자에 비해 프로그램신뢰성이 높은 것으로 나타났다. 둘째, 공신력 하위차원 중 전문성은 프로그램신뢰성에 유의한 영향을 미치지 못하였으나, 유사성은 프로그램신뢰성에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 셋째, 평판은 프로그램신뢰성에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 넷째, 프로그램신뢰성은 프로그램만족도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. The purpose of this study was to examine the effect of source credibility and reputation on program credibility and program satisfaction focused on J-golf channel viewers. Data were collected from 329 respondents and analyzed with SPSS 15.0 program and IBM AMOS 20 program. The results showed that 40s got high scores on program satisfaction. And light viewer on J-golf channel showed high scores on program credibility. Second, expertise of source credibility components had not a significant effect on program credibility. similarity of source credibility components had a significant effect on program credibility. Third, reputation on J-golf channel had a significant effect on program credibility. Fourth, program credibility on J-golf channel had significant effect on program satisfaction.

Information Credibility between Social Media Site and Review Site : Which One Do I Trust More?

Seo, DongBack,Lee, Jung Korea Data Strategy Society 2014 Journal of information technology applications & m Vol.21 No.3

This study aims to examine how the relationship with an information source affects people to perceive credibility of online information. We developed a conceptual framework that explained how people perceived information credibility when they were familiar with the information source and/or when the information source seemed credible. We then compared the models in two different contexts, namely, online review and social media sites, to examine differences. We surveyed 136 online social media users with their online shopping experiences. Among our eight hypotheses, three (H6: the personality similarity between an information provider and an information seeker enhances the perceived credibility of the former; H7: the credibility of an information provider produces a much stronger mediating effect in review sites than in social media sites; H8: the familiarity of an information seeker with an information provider produces a stronger mediating effect in social media sites than in review sites) are fully supported and four (H1: the credibility of an information provider has a positive influence on the perceived credibility of the online information; H2: the familiarity of an information seeker with an information provider has a positive influence on the perceived credibility of the online information; H3: the goal similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former; H5: the personality similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former) are partially supported. The hypothesis of H4: the goal similarity between an information provider and an information seeker enhances the perceived credibility of the former is rejected. The result confirms that credibility of information is strongly mediated by credibility of information source than familiarity with information source in online review sites and vice versa in social media sites.

Information Credibility between Social Media Site and Review Site : Which One Do I Trust More?

DongBack Seo,Jung Lee 한국정보기술응용학회 2014 Journal of information technology applications & m Vol.21 No.3

This study aims to examine how the relationship with an information source affects people to perceive credibility of online information. We developed a conceptual framework that explained how people perceived information credibility when they were familiar with the information source and/or when the information source seemed credible. We then compared the models in two different contexts, namely, online review and social media sites, to examine differences. We surveyed 136 online social media users with their online shopping experiences. Among our eight hypotheses, three (H6: the personality similarity between an information provider and an information seeker enhances the perceived credibility of the former; H7: the credibility of an information provider produces a much stronger mediating effect in review sites than in social media sites; H8: the familiarity of an information seeker with an information provider produces a stronger mediating effect in social media sites than in review sites) are fully supported and four (H1: the credibility of an information provider has a positive influence on the perceived credibility of the online information; H2: the familiarity of an information seeker with an information provider has a positive influence on the perceived credibility of the online information; H3: the goal similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former; H5: the personality similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former) are partially supported. The hypothesis of H4: the goal similarity between an information provider and an information seeker enhances the perceived credibility of the former is rejected. The result confirms that credibility of information is strongly mediated by credibility of information source than familiarity with information source in online review sites and vice versa in social media sites.

Information Credibility between Social Media Site and Review Site

DongBack Seo,Jung Lee 한국데이타베이스학회 2014 Journal of information technology applications & m Vol.21 No.3

This study aims to examine how the relationship with an information source affects people to perceive credibility of online information. We developed a conceptual framework that explained how people perceived information credibility when they were familiar with the information source and/or when the information source seemed credible. We then compared the models in two different contexts, namely, online review and social media sites, to examine differences. We surveyed 136 online social media users with their online shopping experiences. Among our eight hypotheses, three (H6: the personality similarity between an information provider and an information seeker enhances the perceived credibility of the former; H7: the credibility of an information provider produces a much stronger mediating effect in review sites than in social media sites; H8: the familiarity of an information seeker with an information provider produces a stronger mediating effect in social media sites than in review sites) are fully supported and four (H1: the credibility of an information provider has a positive influence on the perceived credibility of the online information; H2: the familiarity of an information seeker with an information provider has a positive influence on the perceived credibility of the online information; H3: the goal similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former; H5: the personality similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former) are partially supported. The hypothesis of H4: the goal similarity between an information provider and an information seeker enhances the perceived credibility of the former is rejected. The result confirms that credibility of information is strongly mediated by credibility of information source than familiarity with information source in online review sites and vice versa in social media sites.

Information Credibility between Social Media Site and Review Site: Which One Do I Trust More?

서동백,이정 한국데이터전략학회 2014 Journal of information technology applications & m Vol.21 No.3

This study aims to examine how the relationship with an information source affects people to perceive credibility of online information. We developed a conceptual framework that explained how people perceived information credibility when they were familiar with the information source and/or when the information source seemed credible. We then compared the models in two different contexts, namely, online review and social media sites, to examine differences. We surveyed 136 online social media users with their online shopping experiences. Among our eight hypotheses, three (H6: the personality similarity between an information provider and an information seeker enhances the perceived credibility of the former; H7: the credibility of an information provider produces a much stronger mediating effect in review sites than in social media sites; H8: the familiarity of an information seeker with an information provider produces a stronger mediating effect in social media sites than in review sites) are fully supported and four (H1: the credibility of an information provider has a positive influence on the perceived credibility of the online information; H2: the familiarity of an information seeker with an information provider has a positive influence on the perceived credibility of the online information; H3: the goal similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former; H5: the personality similarity between an information provider and an information seeker enhances the perceived familiarity of the latter with the former) are partially supported. The hypothesis of H4: the goal similarity between an information provider and an information seeker enhances the perceived credibility of the former is rejected. The result confirms that credibility of information is strongly mediated by credibility of information source than familiarity with information source in online review sites and vice versa in social media sites.

대학생의 인터넷 자료 읽기에서 신뢰성 평가 양상

백혜선(Hyesun Paik) 한국문화융합학회 2023 문화와 융합 Vol.45 No.12

This study aims to examine how college students evaluate the credibility Wiki sites. For this purpose, 286 college students were surveyed on credibility-releated questions for Wikipedia and NamuWiki. Results indicated that college students regarded Wikipedia as moderately credible, with an average of 3.25 for Wikipedia and 3.14 for NamuWiki. When we analyzed the difference in credibility evaluations between Wikipedia and NamuWiki, we found that Wikipedia was deemed more credible than NamuWiki for most questions, but NamuWiki was statistically significantly higher for “easy to understand”. When looking at the relationship between the credibility of wiki sites and college students' use of wiki sites, both source credibility and content credibility were significantly related. We found that college students perceived the credibility of wiki sites as “moderate” but used them for reasons of “newness” and “easy explanation”. It is necessary to develop evaluation indicators that take into account the characteristics of Internet sites and prepare educational measures on credibility evaluation in Internet reading. 이 연구는 대학생의 위키 사이트에 대한 신뢰성 평가 양상을 살펴보기 위한 목적으로 대학생 286명을대상으로 위키백과와 나무위키에 대한 신뢰성 평가를 실시하였다. 그 결과 대학생들은 위키백과는 평균3.25, 나무위키는 3.14로 보통 수준으로 신뢰성을 평가하고 있었다. 위키백과와 나무위키에 대한 신뢰성 평가의 차이를 분석한 결과 대부분의 문항에서 위키백과가 나무위키보다 신뢰성이 높다고 보고 있었으나 ‘이해하기 쉬운 설명’에서는 나무위키가 통계적으로 유의미하게 높게 나왔다. 위키 사이트에 대한 신뢰성 평가와 대학생의 위키 사이트 이용과의 관계를 보았을 때는 출처 신뢰성과 내용 신뢰성 모두 유의미한 상관을 보였다. 대학생들은 위키 사이트의 신뢰성에 대해 ‘보통’ 수준으로 인식하고 있으나‘최신성’과 ‘쉬운 설명’의 이유로 이용하고 있음을 확인할 수 있었다. 위키 사이트인 위키백과와 나무위키에 대한 신뢰성 평가 차이 등을 고려하여 인터넷 사이트의 특성을 고려한 평가 지표를 개발하고 이를 바탕으로 인터넷 읽기에서 신뢰성 평가에 대한 교육 방안을 마련하는 것이 필요하다.

중국의 웨이신(WeChat) 기반 소셜커머스에서 온라인 구전 신뢰성의 결정요인: 휴리스틱-체계적 모델(HSM)의 적용

곡민 ( Qu Min ),최수정 ( Choi Su-jeong ) 한국정보시스템학회 2017 情報시스템硏究 Vol.26 No.4

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic-systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer’s eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

소비자의 정보원 유형에 따른 설득지식이 정보 공신력과 전문성에 미치는 영향에 대한 연구:: 중국 소비자의 사례를 중국 소비자의 사례를

김영란(Ying Lan Jin),서현석(Hyun suk Suh) 중앙대학교 한국전자무역연구소 2019 전자무역연구 Vol.17 No.3

연구목적: 온라인 마케팅이 인터넷의 발전으로 인해 많은 주목을 받고 있는 가운데 소비자들의 구매행동이 전통적인 미디어를 접했을 때와 다르게 나타나고 있다. 소비자들은 다양한 온라인의 정보원 유형에 따른 설득 정보에 노출되어 있으며 이러한 정보에 능동적으로 대처하는 존재이다. 정보원 유형에 따라 소비자들은 정보의 설득시도를 인식하고 대처하는 행동의 차이가 나타나며 심리적 방어기제를 활용하게 된다. 라서 본 연구는 지인 유형의 정보과 전문가 유형의 정보에 따른 소비자들의 설득지식의 활성화 수준의 차이를 검증하고자 하며 정보원 유형에 따른 설득효과의 차이를 알아보고자 한다. 논문구성/논리: 설득지식과 정보 공신력을 정의하기 위하여 본 논문은 선행연구를 제시하고 연구 모형과 가설을 도출하였다. 다음으로 중국 소비자 400명을 상대로 설문을 진행한 후 SPSS과 AMOS를 이용하여 데이터를 분석하며 연구 가설을 검증하였다. 마지막으로 연구결론을 제시하고 시사점과 한계점 및 향후 연구방향을 도출하였다. 결과: 정보원 유형에 따른 소비자들의 설득지식의 활성화 수준의 차이를 보였으며 설득지식의 활성화 수준의 차이로 인해 정보 공신력에 대한 차이도 유의하게 나타났다. 따라서 가설1과 가설2가 모두 지지 되였다. 독창성/가치: 정보원 유형에 따른 설득지식의 활성화 수준에 차이가 있는 것을 검증하였으며 설득지식이 정보원 유형과 정보 공신력 사이에서 매개역할을 하고 있으며 그의 활성화 수준에 따라서 정보 공신력의 차이가 나타나는 것을 설명하였다. Purpose: Online marketing is attracting much attention due to the development of the Internet, and consumers purchasing behaviors are different from those of traditional media. Consumers are exposed to persuasion information based on various types of online sources and are actively coping with such information. The purpose of this study is to examine the differences in level of activation of persuasion knowledge among the information type of the acquaintance type and the expertise type. Composition/Logic: To define persuasion knowledge and source credibility, this paper presents previous studies and draws research models and hypotheses. Next, surveyed 400 Chinese consumers, analyzed the data using SPSS and AMOS, and verified the research hypothesis. Finally, the conclusions of the study are presented, and implications, limitations, and future research directions are derived. Findings: Consumers perceptions of information source type showed differences in activation levels of knowledge, and differences in source credibility were significant due to differences in persuasion knowledge activation levels. Originality/Value: This study verified that there is a difference in activation level of persuasion knowledge according to type of information source and explained that persuasion knowledge plays an important role between information source type and source credibility.