메시지의 현출성과 수용자의 신념 및 지각된 정보가치가 구전의도에 미치는 영향 = The Effect of Message Salience, Receiver's Belief and Perceived Information Value on Internet of Word-of-Mouth

다국어 초록 (Multilingual Abstract)

This research is dealing the effect of message character which are object of word of mouth, on WOM transmission in the process of interpretation of various messages using individual's prior cognition mainly, concentrating on voluntary transmission phenomenon. Specifically, it researches how the salience of message, experienced individually by the prior beliefs or the value of message, effects on encouraging the intention of WOM transmission. For that purpose, an experiment was controlled in two 2×3 factorial design to test hypotheses, concentrating on the character of message(salience high/low) and the prior beliefs of receptor(high/median/low), or the perceived information value(high/median/low) and was experimented on the subject of 210 undergraduates with the prior manipulated news which is only different at the intensity of salience. The results of empirical test are as follows. First, the intention of word-of-mouth was encouraged in the case of being exposed to more salient message. Second, both of the main effect and interaction between prior beliefs and messages wasn't influence on the intention of word-of-mouth in the focus of the message salience. But as messages were perceived more important and useful, the intention of word-of-mouth was enhanced accordingly. Lastly, the interaction between the intensity of message salience and information value were significantly took effect. On voluntary transmission phenomenon of the message by Word of Mouth, this results were very suggestive that the intention of word-of-mouth was lower by individual's perception as less important, useful message, even if the messages were more salient and unexpectable.

국문 초록 (Abstract)

본 연구는 정보 수용자가 자발적으로 구전하는 현상에 주목하여, 구전의도에 영향을 미치는 메시지의 특성만이 아니라 그 메시지를 해석하는 수용자의 특성에 대해서 살펴보았다. 구체적으로, 메시지의 현출성이 구전의도에 미치는 영향에 있어서 수용자의 신념과 메시지에 대한 지각된 정보 가치가 어떠한 역할을 하는지에 대해서 알아보았다. 이를 위해, 본 연구에서는 메시지의 특성(현출성 고/저)과 사전 신념(유해성 고/중/저) 및 지각된 정보 가치 수준(고/중/저)을 독립변인으로 하는 2개의 2×3 요인설계를 하였다. 조사 대상은 C대학에 재학 중인 210명을 대상으로, 메시지의 현출성 강도에서 차이가 나타나는 두 개의 신문 기사를 이용하여 실험을 실시하였다. 그 결과, 현출성이 낮은 메시지 보다 현출성이 높은 메시지의 경우가 구전의도가 더 높았으며, 메시지 현출성과 메시지에 대한 사전 신념 간의 상호작용효과는 나타나지 않았다. 그러나 메시지에 대한 지각된 정보 가치가 클수록 구전의도가 높았으며, 메시지의 현출성과 지각된 정보 가치 간의 상호작용은 유의미한 것으로 나타났다. 이러한 결과는, 특정 메시지가 구전을 통해 확산되는 상황에서, 메시지가 자신의 신념과는 매우 다르다고 할지라도, 메시지가 가치가 있다고 판단될 때에는 구전행동을 할 것이라고 예측할 수 있을 것이다.

참고문헌 (Reference)

1 "인상과 불일치하는 정보의 처리시관 사회심리학연구" 453-472, 1988

2 "온라인 구전정보가 영화관람 의도에 미치는 영향 기대를 중심으로" (57) : 31-52, 2002

3 "소비자특성과 정보특성에 따른 구전커뮤니케이션의 영향력에 관한 연구" (41) : 193-211, 1998

4 "구전정보의 특성과 구전효과의 관계 광고연구" (35) : 55-77, 1997

5 "구전 커뮤니케이션에 관한 문헌연구" (26) : 55-84, 1995

6 "구전 메시지의 특성과 구전의 효과성" 241-251, 2003

7 "Word of mouth communication by the innovator Journal of Marketing" 15-19, 1969

8 "Word of Mouth The indirect effects of marketing efforts Journal of Advertising Research" 31-39, 1985

9 "What Grabs You? The Role of Attention in Impression Formation and Clausal Attribution"

10 "The role of involvement and opinion leadership in consumer word of mouth Advanced in Consumer Research" 32-36, 1987

11 "The influence of source credibility on communication effectiveness" 635-650, 1951

12 "The Web of Word of Mouth" 140-143, 1954

13 "The Structure of Value Accounting for Taste The 17th Annual Carnegie Symposium on Cognition" 3-36, 1982

14 "The Role of interpersonal sources in external search Advances on Consumer Research" 1984

15 "The Measurement of Meaning University of Illinois Press" 1957

16 "The Effects of brand extension on market share and advertising efficiency Journal of Marketing Research" 296-313, 1982

17 "The Effect of personal influence in the selection of consumer services In Proceedings of the Fall Conference of American Marketing Association" 440-452, 1965

18 "The Differential impact of abstracts concrete information on decisions Journal of Applied Social Psychology" 258-271, 1977

19 "The Accuracy of unsolicited consumer communications as indicators of 'true' consumer satisfaction/dissatisfaction Advances in Consumer Research" 13-16, 1984

20 "Status shifts to peer influence" 9-10, 1984

21 "Some tests of associative storage and retrieval models Journal of Experimental Psychology" 440-463, 1981

22 "Some limits on the potency of word-of-mouth information Advances in Consumer Research" 23-29, 1989

23 "Social tie and word of mouth referral behavior Journal of Consumer Research" 350-362, 1987

24 "Social psychology in the post-attributional period Review of Advances in Experimental Social Psychology" 766-768, 1982

25 "Similarity of objective fate as a determinant of the reluctance to transmit unpleasant information Journal of Personality and Social Psychology" 46-53, 1972

26 "Role of product-related conversation in diffusion of a new product Journal of Marketing Research" 291-295, 1967

27 "Promoting systematic processing in low motivation settings Effect of incongruent information on processing and judgment Journal of Personality and Social Psychology" 13-25, 1991

28 "Product sampling and word of mouth" 17 : 35-40, 1997

29 "Postdecision affinity for incompatible information Journal of Abnormal and Social Psychology" 1961188-190

30 "Personality traits and organizing principles in memory for behaviors Journal of Personality and Social Psychology" 25-38, 1979

31 "Overlap of opinion leadership across consumer product categories Journal of Marketing Research" 43-50, 1970

32 "Negative word-of-mouth by consumers Journal of Marketing" 68-78, 1983

33 "Methodological Techniques for the Study of Person Memory and Social Cognition Handbook of social cognition" 1984

34 "Memory for expectancy-congruent and expectancy-incongruent information A Review of the social and social developmental literature" 42-61, 1992

35 "Memory and Cognition in its Social Context" 1989

36 "Measuring the Grapevine-Consumer Response and Word of Mouth" 1981

37 "Managing what consumer learn from experience Journal of Marketing" 1-20, 1989

38 "Journal of Personality and Social Psychology" 55-66, 1983

39 "Individual versus group interest violation : surprise as a determinant of argument scrutiny and persuasion." 19 : 418-442, 2001

40 "How word of mouth advertising works" (v/dec) : 147-157, 1966

41 "Evaluations of brand extensions the role of product feature similarity and brand concept consistency Journal of Consumer Research" 1991185-193

42 "Enhanced explanation of word of mouth communication the power of relationship Research in Consumer Behavior" 51-83, 1990

43 "Effect of word of mouth and product attitude information on persuasion Journal of Consumer Research" 454-462, 1991

44 "Diffusion of Innovation" Free Press 1983

45 "Determinants of word of mouth communication during product consumption Advances on Consumer Research" 579-583, 1992

46 "Consumer reactions to product failure Journal of Consumer Research" 398-409, 1984

47 "Cognitive representation of Semantic Categories Journal of Experimental Psychology" 1975192-233

48 "Characteristics of the cultural continuum Implications for retailing Journal of Retailing" 5-21, 1982

49 "Category-based vs Piecemeal-based Affective Responses Developments in Schema-triggered Affect The Handbook of Motivation and Cognition Foundations for Social Behavior" NY Guilford Press 1986

50 "Attention and weight in person perception The impact of negative and extreme behavior Journal of Personality and Social Psychology" 889-906, 1980

51 "Assessment of covariation by humans and animals The joint influence of prior expectations current situational information" 112-149, 1984

52 "An attribution explanation of the disproportionate influence of unfavorable information Journal of Consumer Research" 301-310, 1982

53 "Agreement and positivity in pleasantness ratings of balanced and unbalanced social situation Journal of Personality and Social Psychology" 11-14, 1971

54 "A theory of cognitive dissonance" Stanford University Press 1957

55 "A social psychological perspective on mental health" 1988193-210

56 Oliver, "A cognitive model of the antecedents and consequences of satisfaction decisions Journal of Marketing Research" 460-469, 1980

57 "A closer look at interpersonal affect as a distinct influence on cognitive processing in performance evaluations Journal of Applied Psychology" 341-353, 1994