기업에 대한 소비자의 사전태도와 정보의 특성이 구전 의도에 미치는 영향 = The influence of the information types and the consumer's prior attitude toward the corportion on intention of Word-of-Mouth

국문 초록 (Abstract)

본 연구는 소비 환경에서 기업과 관련된 정보가 소비자의 구전을 통해 자발적으로 전달되는 현상에 주목하고, 해당 기업에 대한 소비자의 사전태도에 따라 기업의 긍정적 정보 혹은 부정적 정보가 구전에 미치는 영향이 어떻게 달라지는가를 알아보고자 하였다.
이를 위해, 본 연구에서는 기업 정보의 특성과 기업에 대한 소비자의 사전태도를 독립변인으로 하는 2(긍정적·부정적 정보)×3(부정적·중립적·긍정적인 사전태도)의 요인설계를 하였으며, 직접 제작한 가상의 기업 정보를 이용하여 C대학에 재학 중인 186명을 대상으로 실험을 실시하였다.
그 결과, 긍정적 정보보다 부정적 정보에서 구전의도가 더 높게 나타났으며, 긍정적·부정적 정보의 특성과 기업에 대한 소비자의 사전태도에 상호작용 효과가 나타나, 정보 특성이 구전 의도에 미치는 영향은 소비자의 사전태도에 따라서 다르게 나타난다는 것을 확인할 수 있었다. 긍정적 정보에 대한 구전 의도는 기업에 대한 소비자의 사전태도가 긍정적일수록 점진적으로 증가하는 것으로 나타났다. 그러나 부정적인 정보에 대한 구전 의도는 기업에 대한 소비자의 사전태도가 부정적일수록 증가하는 것으로 나타났는데, 특히 소비자의 태도가 중립 이하로 부정적일 때 구전 의도가 급격하게 상승하는 것으로 나타나, 기업에 대한 태도가 부정적일 때 정보 특성에 따른 구전의도가 크게 차이난다는 것을 확인할 수 있었다.

다국어 초록 (Multilingual Abstract)

This study focused on the social phenomenon of information diffusion about the corporation by Word-of-Mouth(WOM) and investigated the influence of information types on the intention of WOM, especially depending on the consumer’s prior types toward corporation as a object of WOM.
An experiment was conducted in a 2(positive and negative information), (consumer’s positive, neutral and negative attitude) factorial design to test hypotheses. 186 undergraduates students participated in the experiment as subjects.
The results of empirical testing are as follows:
First, the intention of Word-of-Mouth was higher about negative information than about positive information. And interaction effect was found between information types and consume’s prior attitude toward the corporation. The influence of information types on the intention of WOM may be different depending on consumer’s prior attitude. That is, the more positive prior attitude a consumer has, his or her intention of WOM about positive information gradually increased. But the more negative prior attitude a consumer has, the more his or her intention of WOM about negative information increased. Particularly, there was little difference from positive condition to neutral condition, but from neutral to negative condition, intention of WOM about negative prior attitude increased radically.
In conclusion, the results shows that in the process of WOM, the influence of information types on intention of WOM may be dependent on consumer’s prior attitude toward a object of WOM. The implication and limitations of this research are discussed.

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