온라인 여행후기 내용특성이 메시지 신뢰에 미치는 영향

양영순(Yung Shoon Yang),이희찬(Hee Chan Lee) 한국호텔외식관광경영학회 2014 호텔경영학연구 Vol.23 No.2

The aim of this study was to examine the effects of travel review content attributes on message credibility according to a message sender`s credibility level. For this purpose, this study manipulated 4 types of travel review contents(positive vs. negative, concrete vs. abstractive) presented in captured web-pages similar to an actual onlinereview web-site. Results of this study are summarized as follow. First, 4 types of content attributes in travel review have significantly influenced on message credibility. Specifically, a negative message has a positive effect on message credibility in comparison with a positive message. It implies that potential travelers are easily influenced by the negative message than the positive message. The abstractive message has a negative effect on a messagecredibility in comparison with a concrete message. Second, the message credibility is significantly moderated by the level of the message sender`s credibility. In a high level of the sender`s credibility, there is a less effect of message contents on message credibility whereas the effect of message contents on message credibility is higher in its lowlevel. The negative message has influenced on a massage credibility in a low level of sender`s credibility but has no effect significantly in a high level of it. Since the level of the sender`s credibility influences message credibility, it is necessary to understand how usersperceive each web-site`s credibility level. And it is also important to build trusted relationship with users to minimize the negative effect of travel review.

CREDIBILITY OF ANTI-SMOKING MESSAGES ON THE EFFECTIVENESS OF HEALTH WARNING MESSAGES: THE MEDIATING ROLES OF PERCEIVED HEALTH AND SOCIAL RISKS

Murat Aktan,Paul Chao 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction There is ample evidence in the medical research literature to show that the harmful effects of smoking are real. As a result, most governmental agencies around the world attempt to discourage smoking among smokers and nonsmokers alike by requiring cigarette companies to print health-warning messages on their product packages as a means to deter smoking. Little, however, is known about the credibility of these cigarette-warning messages perceived by both smokers and non-smokers alike on the effectiveness of these messages. Other studies have also examined socio-psychological factors other than health warning messages such as peer pressure, bad breadth, et al., (Pechmann, et al, 2003) which can also influence consumer desires whether or not to smoke. No study to our knowledge has incorporated this factor other than just health warning messages in the same model to study this phenomenon. Furthermore, most research on this topic has focused on consumers in western industrialized countries, even though the issues related to smoking can be just as severe in developing countries and warrants more research attention. In this research, we propose to study the credibility of cigarette warning messages on the effectiveness of these messages on deterring smoking behavior and the mediating effects of the perceived health and social risks in an integrated structural equation model (SEM) framework in an emerging country- Turkey. The study should provide insights into how these factors may influence smokers and nonsmokers differently and enable public policy makers to institute programs or strategies targeting the two different segments of consumers. Literature Background and Hypotheses Copious research has reported on the efficacy of Health Warning Message (HWM) in the Health Communications and Marketing literature (for reviews see Hammond, 2011; Noar, et al, 2015; 2016). In the USA, current rules only require health warnings be printed with tiny fonts on cigarette packages. The effectiveness of this format to deter smoking has come into serious questions. Other countries including countries in the EU have long required pictorial depiction of health hazards resulting from smoking be printed on cigarette packages that must occupy a substantial portion (50% or more) of the surface area on the cigarette package. The assumption is that “a picture is worth a thousand words”. However, the results are equivocal at best (Sabbane, et al., 2009). The real impact of HWM continues to be a point for debate as there are other tobacco consumption reduction methods such as increased taxes and smoking bans (Ruiter & Kok, 2005) various governments can and have imposed. Previous research has shown that when consumers believe that smoking behavior leads to unhealthy consequences and is unwise and unattractive, they generally would refrain from engaging in this behavior (Azjen & Fishbein, 1980). However, consumers who think that they are invincible and that these health hazards will never affect them but only other people, may have engaged in the process of rationalization and may actually discount the credibility of these claims. If so, the HWM may become less effective (Kees, et al., 2006). We therefore formulate the following hypothesis: H1: Perceived credibility of HWMs increases the effectiveness of HWMs. On the other hand, the extent to which consumers may perceive that cigarette HWMs to be credible can better persuade them about the health and social risks such as yellow teeth, bad breath, bad smell, et al., leading to social rejection associated with smoking (Pechmann, et al., 2003). Hammond’s review article (2011) provided some evidence that size and the presentation format can enhance the believability of HWMs. We should expect then that a greater perceived credibility will lead to better persuasion. Similarly, Kowitt, et al. (2016) also show in their study that the believability of HWMs vary among the adolescents regarding cigar smoking. Again, the assumption is that if they perceive the messages to be more credible, they will be more effective in persuading them about the harmful effects of smoking. We thus formulate the following two hypotheses: H2: Perceived credibility of HWMs increases negative social risk perception of smoking H3: Perceived credibility of HWMs increase negative health risk perception of smoking Past research has revealed that knowledge about the negative consequences of a behavior can lead to behavior change even though this may be contingent upon how difficult it is to quit a behavior such as smoking (Nourjah, et al., 1994). Consumer behavior literature has confirmed that due to various factors, attitude may not correlate with behavior even in the context of smoking (Ruiter &Kok, 2005; Solomon, 2018). Extant literature suggests that HWMs may be more successful in influencing attitude (Cameron & Williams, 2015). This research focuses on the health risk perception’s potential impact on intention to quit smoking rather than the act of actually quitting smoking. Furthermore, as mentioned earlier, other factors such as smoking ban and price increases, et al. may cause smoking behavior change. Hence we present the following hypothesis: H4: Perceived health risks associated with smoking influence the effectiveness of HWMs. Smoking has become less socially acceptable in western industrialized countries in recent years. Many nations and states have now banned smoking in public places such as colleges, restaurants and airports including second hand smokes. This creates a social stigma for many smokers. Smokers, as a result, has to bear greater social risks these days. This may also cause them to develop a negative attitude toward smoking as well as reducing their intention to smoke (Chuang & Huang, 2012). As Turkey is a country whose citizens care more about social acceptance, we postulate the following hypothesis: H5: Perceived social risks of smoking affect the effectiveness of HWMs. As mentioned earlier, the effectiveness of HWMs may vary according to subjects’ responses to such messages. They may discount the message veracity by a process of rationalization or even by the extent to which they may have been addicted to the habit. This is so particularly for smokers who may have engaged in such behavior for a long time. Hence, one should expect these messages to be more persuasive and thus more effective in dissuading non-smokers from starting the habit. Smokers, on the other hand, are likely to remain unconvinced and view these messages as exaggerations and therefore less affected by these messages (Hammond, 2009; Hahn & Renner, 1998; Pechmann & Knight, 2002). Based on this discussion, we postulate that the impacts of HWMs’ credibility on perceived health and social risks, as well as the messages’ effectiveness will vary depending on the smoking status of the subjects. We expect greater impacts for non-smokers. Therefore, we tested the SEM for smokers and the same model for nonsmokers in this study. The model is shown in Figure 1 in the Appendix. MethodologyWe designed a four parts questionnaire to measure the constructs in the model we used in this study. In the first part of the questionnaire, we first presented the 14 HWMs currently required by law in Turkey to be displayed on cigarette packages. Furthermore, each of these messages is to be rotated on the packages. We then used the semantic differential scale items comprising of five bipolar adjectives derived from previous literature (Beltramini, 1988; Renee & Cameron, 2015) to measure the perceived credibility of HWMs: (1) believable- unbelievable, (2) convincing- unconvincing, (3) reasonable- unreasonable, (4) easy to understand- hard to understand, (5) informativeuninformative. In the second part of the questionnaire, we operationalized the effectiveness construct by asking the respondents to indicate the extent to which they perceived these HWMs as effective on a 1 item semantic differential scale: “HWMs motivate me to quit or not quit smoking” for smokers and “HWMs reduce my curiosity and desire to try smoking” for nonsmokers. In the third part of the questionnaire, we measured health and social risks perceptions by using 4 statements. Respondents were asked to indicate their agreement/disagreement with each of the 5- point Likert scales culled from Kim (2006): Smoking makes me “contract various diseases and become addicted (health risks); Smoking makes me look “stupid, filthy (social risks). The last part of the questionnaire asked respondents about their smoking status and demographics including age, gender and the level of education. We collected the data by posting a copy of the questionnaire online on a website dedicated to discussing higher education issues in Turkey (www.akademikpersonel.org). We obtained an effective sample size of 432 after removing those with incomplete answers. Male and female respondents constituted 50 % of the sample each. The largest percentage of respondents was in the age group of 17 to 22 (35 %). Respondents (249) who have achieved the level of a college undergraduate degree or equivalent on education constituted 58 % of the sample. We conducted Chi-sqaure analyses to test significance of demographic differences between the two groups of smokers and nonsmokers. The results revealed no significant differences on age (χ2/3df=4.83; p=0.185), gender (χ2/1df=2.70; p=0.123) and the level of education (χ2/2df= 0.873; p= 0.646) between the smoking and nonsmoking subsamples. ResultsWe used WarpPLS 5.0 to conduct the structural model analyses as this analysis tool does not require the data set to be normally distributed (Kock & Lynn, 2012). We first tested the measurement scales with respect to their convergent and discriminant validities through standardized factor loadings. We conducted an Exploratory Factor Analysis (EFA). We eliminated two items on the credibility scale, which did not reach at least 0.5 on factor loadings for both subsamples. The two remaining items are “believable” and “convincing”. We then evaluated reliabilities of the scales for both subsamples, results for both subsamples showed that both credibility and health risk scales achieved Cronbach’s α scores higher than 0.7. Even though the Cronbach α score for the two items scale to measure social risk only reached a value of 0.6 for each of the subsample, this is considered adequate due to the smaller number of items used (Field, 2013). We assessed the assumptions of PLS-SEM. Variance inflation factors (VIFs) are well below the recommended 3.30. Hence, both vertical and lateral collinearity assumptions were met, thus deemed to be free from the common method bias (Kock & Lynn, 2012). We then evaluated convergent and discriminant validities of the latent construct. Discriminant validity was achieved as the square roots of AVE (average variance extracted) scores were higher than and correlation of the factor with another measure (Fornell & Larcker, 1981). For each subsample, composite reliabilities of all factors were higher than 0.8 and indicators’ loadings higher than 0.5 on the latent constructs. Thus, all scales used in the model achieved convergent validities for each subsample. We then proceeded to test the structural model for each of the subsamples. The results showed that for nonsmokers, the model explained 12% of total variance in the effectiveness of HWMs and for smokers 33%. All path coefficients were significant for nonsmokers except the health risks → HWMs effectiveness (β= 0.05, p= 0.23). Other path coefficients all showed significance as follows: perceived credibility of HWMs → perceived health risks (β= 0.154, p= 0.01), perceived credibility → perceived social risks (β= 0.148, p= 0.014), perceived credibility of HWMs → perceived effectiveness (β= 0.285, p < 0.01) and perceived social risk → perceived effectiveness (β= 0.148, p < 0.014). For the smokers’ subsample, the path coefficient between the perceived health risks and effectiveness was also shown to be non-significant (β= 0.06, p= 0.19). All other path coefficients all showed significance as follows: perceived credibility of HWMs → perceived health risks (β= 0.197, p < 0.01), perceived credibility → perceived social risks (β= 0.247, p< 0.001), perceived credibility of HWMs → perceived effectiveness (β= 0.503, p < 0.001) and perceived social risk → perceived effectiveness (β= 0.213, p < 0.001). These results confirmed H1, H2, H3 and H5 but not H4 for both smokers and nonsmokers. Discussion and Conclusion This study reveals some useful insights about how HWMs on cigarette packages may influence smokers and nonsmokers differently in an emerging country- Turkey, which can be used by public policy makers to formulate effective anti-smoking campaigns to target the two groups. The effect sizes appeared to be greater for smokers than nonsmokers. This suggests that if these HWMs can be crafted to be perceived as more credible, the smokers can be more persuaded to quit smoking than for nonsmokers to start smoking. These results appear to be consistent across the board whether we are considering the direct effect or indirect effects through the mediating variables. This is perhaps somewhat consistent with what we would expect based on our earlier discussions. Smokers may be more resistant to HWMs due to the fact they are already engaged in such behavior and therefore more likely to discount the messages as well as the associated health and social risk perceptions. For nonsmokers, on the other hand, it may not take as much to convince them about the harmful effects of smoking and therefore greater perceived credibility of HWMs may be less critical in persuading them not to start smoking. It is important then when designing such HWMs to consider carefully whether these messages are perceived to be credible. Some of the US cigarette warning messages printed in tiny scripts are ambiguous such as smoking can be harmful to your health clearly can not be expected to be highly credible. Research has also shown that pictorial messages can be more persuasive. However, research has also shown that the results are far from being conclusive (Sabbane, et al., 2009). More research is warranted, especially in emerging countries. It is also interesting to note that social risks perceptions are more persuasive than health risks perceptions. Future communications strategies should place a greater emphasis on this factor and not just on health risks. Limitations and Suggestions for Further Research Although our study is able to provide some useful insights into how perceived credibility of HWMs can influence the effectiveness in deterring smoking among nonsmokers and smokers alike either directly or indirectly through perceived health and social risks, we would like to point out several limitations of this study. First, we collected our data online using a web portal in Turkey that focuses on discussing higher education issues in general and therefore the respondents’ level of education is higher than the general population as well as the age group being younger. Future study should collect data from other age groups and education levels to produce results that are more generalizable. We conducted our study in one emerging country- Turkey. In future studies, more countries should be included. As the results revealed the prominence of social risks over health risks in influencing the effectiveness of anti-smoking campaigns, the issue about how to promote the social wellbeing of not smoking (promotional) versus the health risks aspects of the campaign warrants further research.

메시지 방향성과 사이트 신뢰도 및 수용자 특성에 따른 제품 사용 후 구매후기 신뢰성 지각

정진택,염동섭 한국소비자·광고심리학회 2009 한국심리학회지 소비자·광고 Vol.10 No.2

본 연구는 소비자들이 온라인 쇼핑몰에서 제품을 구매한 후에 작성하는 구매후기에 대한 신뢰성 지각에 영향을 미치는 요인이 무엇인가를 알아보고자 하였다. 이를 위해 구매후기 내용을 일방 메시지와 양방 메시지 조건으로, 구매후기 내용의 신뢰성을 높이는 조건으로 평점을 제시하는 경우와 제시하지 않는 조건으로 구분하였다. 또한 쇼핑몰 사이트는 신뢰성이 높은 사이트와 낮은 사이트조건으로 구분하여 구매후기 메시지 방향성 효과에 차이가 있는가를 확인하고자 하였으며, 매체 수용자의 개혁성 특성에 따른 구매후기 신뢰성 지각에 영향을 미치는 가를 알아보고자 하였다. 연구결과 첫째, 사이트 신뢰도는 구매후기 내용의 신뢰성 지각에 영향을 미치는 것으로 나타났다. 둘째, 양방 메시지 구매후기가 신뢰성이 더 높게 지각되는 것으로 나타났다. 또한 신뢰성이 높은 사이트에서는 양방 메시지 구매후기 신뢰성 지각이 높게 나타났다. 셋째, 구매후기 내용과 함께 상품분석에 대한 평점을 제시하는 것이 구매후기 신뢰성을 높이는 것으로 나타났으며, 제시 형태는 숫자 제시형에 대한 선호가 높게 나타났다. 넷째, 매체 수용자의 혁신성 특성은 구매후기 신뢰성 지각에 영향을 미치는 것으로 나타났다. 본 연구결과는 종합 쇼핑몰 구매후기 담당자에게 구매후기의 신뢰성을 높이기 위한 방안으로 사이트의 신뢰성 및 구매후기 내용의 방향성, 사이트 이용자들의 특성 등을 고려한 효과적인 구매후기의 관리전략을 제시 하였다. The research investigated the perceived reliability across the message sideness, online site credibility and user's characterist in online postscript. It classified user's postscript to the one-sided message vs two-sided message. Also, it investigated the effects of the user's postscript across the type of online site credibility: high or low site. And, it was user's postscript across the information of product's evaluation in online markets. The results of empirical testing are as follows First, the user's postscript of two-sided message is more effective than one-sided message in the online markets. Second, the user's postscript of high credibility site is more effective than low site. Third, in the case on the two-sided postscript message is high credibility site more effective than one-sided message. But, there is no difference between the two in the low credibility online markets. At last, when there is information of product's evaluation message has more influence no information does. In conclusion, this thesis is the meaningful attempt to set a basis for combining the word of mouth effects and message sidedness effects on new research context, the online market. It also provided a new approach and perspective to understand the behavior of online consumer by focusing on how online consumers are influence by the product evaluation information provided from so-called postscript.

메시지 특성이 이미지 신뢰도 평가에 미치는 영향에 관한 연구

조연석,남정인,백현미 한국정보사회학회 2022 정보사회와 미디어 Vol.23 No.2

With technological advances, anyone can now easily edit and distribute digital images in online communities and social media. However, as abuses of fake images online increase, evaluating image credibility distributed online becomes increasingly important. Fake images tend to be presented with one’s arguments expressed by text, and thus, text messages presented with images are essential factors in image credibility evaluation. Moreover, research showed that individuals tend to evaluate images as credible when containing contents consistent with their beliefs. This study examined how message characteristics, that is, argument quality, language intensity, and belief consistency, impact image credibility. Specifically, the study investigated how argument quality and language intensity affect image credibility assessment and how belief consistency moderates this relationship. In this context, a total of 492 participants were subjected to an experimental study through an online survey. Two characteristics were combined in a 2 × 2 experimental design for this study: argument quality and language intensity. The results showed that no main effects of argument quality exist, but the main effects are identified with language intensity and belief consistency. That is, participants who were exposed to strong language and/or who had a low level of belief consistency rated image credibility more negatively. Moreover, the results showed that the impact of argument quality and language intensity on image credibility is moderated by belief consistency. In other words, when the level of belief consistency is high, the positive effect of argument quality on image credibility increases. However, the effect of language intensity on image credibility is not significant. On the contrary, when the level of belief consistency is low, the negative effect of language intensity on image credibility increases. In this respect, the impact of argument quality on image credibility is not significant. This study filled the gap of image credibility studies, particularly images presented with text messages in the online community. In addition, the results of the moderating effects of belief consistency on image credibility evaluation help to understand the image reliability evaluation process and suggest further consideration in future research. Meanwhile, this study is expected to be utilized to solve problems concerning fake images, which have recently emerged as social problems. Thus, the media literacy of individuals will become more important to identify and evaluate fake images in the online community and social media. 본 연구는 메시지 품질, 언어 강도, 그리고 메시지와의 신념 일치가 그 메시지와 함께 제시되는 이미지 신뢰도 평가에 미치는 영향을 실증적으로 검증하고자 하였다. 이를 위해 메시지 품질과 언어 강도에 따라 집단 간 실험설계를 진행하였다. 연구 결과, 메시지 품질에 따른 주효과는 나타나지 않았으나, 언어 강도, 신념 일치에 따른 주효과를 확인할 수 있었다. 구체적으로, 이미지와 함께 제시되는 메시지의 언어 강도가 낮을수록 이미지의 신뢰도를 높게 평가하였고, 메시 지의 내용이 자신의 신념과 일치할수록 이미지의 신뢰도를 높게 평가하였다. 또한 언어 강도와 이미지 신뢰도 사이의 관계는 신념 일치에 의해 조절되었으며, 메시지 품질과 이미지 신뢰도 사 이의 관계 역시 신념 일치에 의해 조절되었다. 신념 일치 수준이 낮을 경우, 언어 강도가 이미지 신뢰도에 미치는 부정적 영향이 강화되었으며, 메시지 품질은 유의한 영향을 끼치지 않았다. 신념 일치 수준이 높을 경우, 메시지 품질이 이미지 신뢰도에 미치는 긍정적인 영향이 강화되었으며, 언어 강도는 유의한 영향을 끼치지 않았다. 본 연구는 최근 사회적 문제로 대두되고 있는 가짜 이미지에 대한 대처 방안 마련을 위해 유용하게 활용될 수 있을 것으로 기대된다.

미디어 공신력에 따른 특집 기사와 기사형 광고의 효과 비교

김요한 한국방송광고공사 2007 광고연구 Vol.0 No.75

광고주들은 전통적 광고의 효과를 감소시키는 불안정한 광고 환경에 대처하기 위해, 자신의 마케팅 메시지를 확산시킬 수 있는 새롭고 다양한 방법을 찾고 있다. 그 중에서도 상대적으로 적은 비용을 들이면서 효과적으로 메시지를 전달하는 수단이 전통적 광고와 미디어 편집 콘텐츠를 혼합한 메시지이다. 본 연구에서는 미디어 공신력에 따라 혼합 메시지 유형간 효과 차이가 나타나는지를 살펴보고자 하였다. 연구가설검증을 위해 본 연구에서는 연구방법으로 실험연구를 선정하고, 메시지 평가와 브랜드 태도를 종속변인으로, 혼합메시지 유형(특집 기사 vs 기사형 광고)과 미디어 공신력(고 vs 저)을 독립변인으로 하는 2×2 요인설계방안을 채택하여 연구를 진행하였다. 연구결과를 요약하면 다음과 같다. 첫째, 특집 기사가 기사형 광고보다 높은 메시지 평가와 브랜드 태도를 이끌어 낼 것이라는 <연구가설 1>은 메시지 평가 중 정보성을 제외하고는 모두 채택되었다. 둘째, 혼합 메시지 유형에 따른 피험자들의 메시지 평가와 브랜드 태도는 공신력이 높은 미디어에서 차이가 더 클 것이라고 가정한 <연구가설 2>는 메시지 정보성을 제외하고는 채택되었다. 즉 특집 기사가 기사형 광고보다 메시지 재미와 브랜드 태도가 높았으며, 이 두 유형간 효과 차이는 미디어 공신력이 높을 때 더욱 큰 것으로 나타났다. 이러한 본 연구의 결과는 광고주와 실무자들에게 메시지 및 비히클 선정에 중요한 시사점을 줄 수 있을 것으로 생각한다. This study focuses on reactions toward the mixture of advertising and editorial content by media credibility. Experimental research was performed to test hypotheses. 180 subjects were conveniently sampled and randomly assigned to each four groups. This study adopted 2×2 factorial design by the message type(theme features vs advertorials) and media credibility(high vs low). Results showed that theme features generated more appreciation and higher brand attitude than advertorials. Furthermore, subjects’reactions toward mixture were influenced by the perceived credibility of the media. Specifically, mixture type had more impact on appreciation and brand attitude in a high credibility of the media than a low credibility of the media. Subjects found theme features more amusing and favorable than advertorials in a highly perceived credibility of the media. However, as opposed to a high credibility of the media, in a low credibility context, the appreciation toward the mixture and brand attitude were not significantly influenced by the mixture type.

루머유형, 메시지 소구 유형이 루머 신뢰 및 확산 의도에 미치는 영향 수용자의 정보 처리 동기의 조절 효과를 중심으로

장금시 ( Jinchi Zhang ),조수영 ( Sooyoung Cho ) 한국PR학회 2017 PR연구 Vol.21 No.2

This study examined how the rumor types and message appeals influence on perceived credibility, word-of-mouth intention, and rebuttal word-of-mouth intention of a rumor. Also, the study employed an individual`s information processing motivation as a moderating variable. Results showed that first, rumor types had influences on perceived credibility and rebuttal word-of-mouth intention: Compared to a conspiracy rumor, people showed a higher credibility and stronger rebuttal word-of-mouth intention towards a contamination rumor. This suggests that a company need to actively deal with the contamination rumor that can bring more direct damage to the consumers. Second, the message appeals showed main effects on the three dependent variables. More specifically, compared to a rational appeal message, people showed a lower credibility and weaker word-of-mouth intention, but a stronger rebuttal intentions towards an emotional appeal rumor message. Third, there are interaction effects between two independent variables on the perceived credibility and rebuttal word-of- mouth intention. That is, in case of contamination rumor, people showed a higher credibility and weaker rebuttal intentions when it is formed in the way of a rational appeal rather than an emotional appeal. Finally, information processing motivation showed main effects on the three dependent variables. The interactions among the three variables were significant on perceived credibility and rebuttal word-of-mouth intention. More specifically, a person having a low information processing motivation showed a higher credibility and lower rebuttal word- of-mouth intention when a conspiracy rumor was formed in an emotional appeal. On the contrary, the same person showed a higher credibility and lower rebuttal word-of-mouth intention when a contamination rumor was formed in a rational appeal.

스포츠 브랜드 제품의 네이티브 광고 메시지 유형이 광고태도에 미치는 영향: 자기조절초점 및 매체신뢰도의 조절효과

유호석 ( Ho-suk Yu ),한진욱 ( Jin-wook Han ) 한국체육학회 2020 한국체육학회지 Vol.59 No.2

본 연구의 목적은 스포츠 브랜드 제품의 네이티브 광고 메시지 유형(평가적 메시지/사실적 메시지)이 소비자의 광고태도에 미치는 영향에 있어 자기조절초점(향상초점/예방초점)과 매체신뢰도(고/저)의 조절 효과를 규명하는데 있다. 이러한 연구목적을 달성하기 위해 경기도에 위치한 4개 대학교의 대학(원)생을 비확률표본추출법인 유목적적 표집법으로 278명을 추출하여 스마트폰을 통해 실험 자극물을 제시하고, 온라인 설문조사를 실시하여 총 264부의 유효 표본을 분석에 이용하였다. 자료처리는 SPSS 23.0을 통해 빈도분석, 탐색적 요인분석, 신뢰도 분석, 독립표본 t-검증 및 이원분산분석을 실시하였고, 분석 결과는 다음과 같다. 첫째, 스포츠 브랜드 제품의 평가적 네이티브 광고 메시지 유형이 사실적 네이티브 광고 메시지 유형보다 소비자의 광고태도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 스포츠 브랜드 제품의 네이티브 광고메시지 유형이 광고태도에 미치는 영향에 있어 자기조절초점의 조절효과는 유의한 것으로 나타났다. 셋째, 스포츠 브랜드제품의 네이티브 광고 메시지 유형이 광고태도에 미치는 영향에 있어 매체신뢰도의 조절효과는 유의하지 않은 것으로 나타났다. 연구결과에 대한 논의와 함께 마케팅 시사점 및 후속 연구기회를 제시하였다. The purpose of this study was to examine the moderating effect of self-regulating focus(promotion focus/prevention focus) and media credibility(high/low) in the relation between a native advertising message type (evaluative message/factual message) of sports brand products and consumer’s attitude toward advertising. Toward this end, a total of 278 respondents was selected using a purposive sampling method and responded to the online survey questionnaire. 264 usable data were utilized in the data analyses procedure. Data were analyzed using frequency analysis, exploratory factor analysis, reliability analysis, independent sample t-test and two-way ANOVA with SPSS 23.0. program. The results of this study were as follows. Firstly, consumers’ attitude toward an advertising including evaluative messages was higher than their attitude toward an advertising with factual messages. Secondly, there was a moderating effect of self-regulatoring focus in the relation between a native advertising message type (evaluative message/factual message) of sports brand products and consumer’s attitude toward advertising. Thirdly, there was no moderating effect of media credibility in the relation between a native advertising message type (evaluative message/factual message) of sports brand products and consumer’s attitude toward advertising. Discussions and additional implications were also suggested.

사회자본과 지각된 억제성이 조작적 의도에 대한 추론과 메시지 신뢰성을 통해 SNS 광고태도 및 SNS 지속적 이용의도에 미치는 영향

윤재현(JaeHyun Yoon),김한구(HanGu Kim) 대한경영학회 2018 大韓經營學會誌 Vol.31 No.6

온라인 PR 정보원의 유형 별 커뮤니케이션 효과 : 메시지 평가, 구매 의도, 정보원 신뢰도를 중심으로

이상경(Sang-Kyung Lee),성민정(Min-Jung Sung) 한국옥외광고학회 2010 OOH광고학연구 Vol.7 No.4

최근 인터넷의 성장이라는 매체환경의 변화와 그에 따른 공중들의 태도 변화로 인하여 기업은 보다 다양한 접점을 통해 공중과의 커뮤니케이션을 시도하고 있다. 그러나 기존의 연구들은 파편화된 각 인터넷 유형에 대한 특성을 규명하거나 특정 매체나 유형의 활용 방안 제시에 초점을 맞추어, 각 유형 별 비교를 통한 효과에 대한 연구는 많이 이루어지지 않았다. 본 연구는 인터넷 상에서 기업의 PR 활동에 사용되는 다양한 유형의 정보원의 효과를 살펴보기 위해 기업 웹사이트, 개인 블로그, 온라인 커뮤니티, 그리고 뉴스사이트의 4가지 정보원 유형을 선정하여 각 유형 별로 메시지에 대한 태도, 제품에 대한 태도, 구매의도, 정보원의 신뢰도를 측정하였다. 연구 결과, 각 정보원 유형에 대해 수용자들의 태도는 다양하게 형성되어, 제공하는 메시지에 대한 호의도와 신뢰도, 제품에 대한 구매의도, 정보원의 신뢰도에 차이가 있는 것으로 나타났다. 구체적으로 온라인 커뮤니티와 기업 웹사이트의 경우 전반적으로 긍정적인 태도를 형성하고 있었고, 개인 블로그의 경우 구매의도는 높지만 신뢰도에서는 가장 낮은 평가를 받았다. 뉴스사이트의 경우 신뢰도 측면에서는 긍정적 평가를 받았으나, 호감도나 구매의도에는 가장 낮은 평가를 받는 것으로 나타났다. 본 연구의 결과는 수용자들이 각 정보원 유형별로 갖게 되는 태도에는 분명히 차이가 있음을 밝혀, 조직의 PR커뮤니케이션 기획 및 실행에 많은 시사점을 제공하며, 아울러 기존의 유형별 특성에 대한 연구를 확장하여 그 효과를 실증적 비교하였다는 데 의의가 있다. With the growth of the Internet, companies attempt to communicate with consumers through a variety of online channels. The current study examines and compares the influence of different online channels, a corporate website, a personal blog, an online community, and a portal news site, on consumers’ evaluation of the message, the product, and source credibility. According to the findings, the message favorability and credibility, product purchase intention, and source credibility differed based on the type of channel. More importantly, participants’ evaluation of the online community and the corporate website was positive in general. On the other hand, the personal blog had the most positive association with the purchase intention but received a low level of credibility. As per the portal news site, the level of source credibility was high, but the level of purchase intention was very low. Consequently, the findings of this study imply that there exist clear differences in consumer evaluation of each type of information channel. Organizations should take into account these differences and develop rather customized online channel planning and implementation.

위기시 기업 커뮤니케이션 메시지 형태 비교 연구

유종숙(Jong Sook Yoo),정만수(Man Soo Chung),조삼섭(Sam Sup Jo) 한국광고홍보학회 2007 한국광고홍보학보 Vol.9 No.3

본 연구는 위기상황에서 조직의 메시지가 제시되는 유형(기사와 광고), 정보 출처(자체 출처와 3자 출처)에 따라 수용자가 메시지 신뢰도, 메시지 설득성, 조직에 대한 평판을 어떻게 다르게 인지하는지를 실험연구를 통해 검증하였다. 연구결과 공중은 위기관련 메시지가 기사형태로 제시된 것을 광고형태로 제시한 것보다 메시지 신뢰도와 메시지 설득성에서는 신뢰하였으나, 메시지 진실성, 총체적 평가라 할 수 있는 평판에 미치는 영향에서는 차이를 보이지 않았다. 또한 정보원의 3자를 통한 출처가 메시지 설득성, 진실성, 평판에 대한 인식에서 더 호의적인 반응을 나타내는 것으로 나타났다. 정보원 출처와 메시지 제시형태(기사 대 광고)를 동시에 고려한 이원변량분석결과, 정보원 출처에 따라 같은 메시지라 할지라도, 기사와 결합한 메시지가 메시지 신뢰도, 메시지 설득성에서 우위를 보였다. 그러나 메시지의 진실성과 장기적인 평가항목이라 할 수 있는 평판에 미치는 영향, 평판의 회복 정도에 대하여는 정보원 출처가 주효과로 영향을 미치는 변인인 것으로 나타났다. 연구결과의 시사점으로 위기상황에서 조직의 주장을 객관적으로 뒷받침할 수 있는 정보원 출처가 얼마나 객관적이고, 독립적이냐가 해당 기업 혹은 조직에 영향을 미치는 변인임을 나타낸다. 위기상황에서 조직이 대응하는 여러 커뮤니케이션 전략인 의도부정, 입지강화, 차별화, 초월 등의 전략을 구사할 시, 주 장의 근거가 얼마나 정확하고 객관적이냐에 따라 기업평판이 달라진다고 할 수 있다. The study attempted to examine of the effect of content type (editorial content vs. advertising) and source type (self source vs. third party source) on the message believability, the degree of persuasiveness, organizational reputation. The results showed that the public perceived the editorial content more credible than the advertising type in message believability and the degree of persuasiveness. In contrast, the public perceived the message similarly in the message truthfulness, organizational reputation. In addition, the message source endorsed by the third party elicited more favorable persuasiveness, truthfulness, organizational reputation than the self source message. Two-way ANCOVA analysis combining content type and source type variable exhibited that message shown as editorial content elicited favorable perception of message believability, message persuasiveness. In contrast, the source type caused higher effect of organizational reputation in case of crisis management as a main effect. The results of the study implied that the extent to which source objectivity, independent source may affect the organizational reputation when it comes to crisis situation. The effectiveness of crisis strategy such as denial of intention, bolstering, differentiation, transcendence may be dependent on the source objectivity and accurate information.