부정적 구전정보의 유형에 따른 구전효과의 차이에 관한 연구 = The Influence of Information Characteristics on Word-of-Mouth Effect

다국어 초록 (Multilingual Abstract)

Despite the acknowledged strategic importance of Word-of Mouth effects in marketing communication, most existing research has focused on the directional influence of WOM messages such as positive versus negative WOM messages. In this study, we investigate the differential impact of two different types of WOM messages (evaluative versus factual) in the context of negative WOM. In addition, the current research also examine the moderating roles of product types (functional vs. symbolic), information provider characteristics (expert vs. non-expert), and the strength of tie between sender and receiver. The results show that WOM effects may vary by the type of message. Specifically, WOM based on factual information leads to greater impact than WOM based on evaluative information. This differential impact is stronger (1) for functional product categories than for symbolic categories, (2) when sender is regarded as an expert vs. novice, and (3) when the relationship between sender and receiver is weak vs. strong.