온라인 구전정보에 대한 기대감과 성과지각에 따른 수신자 반응 차이에 관한 연구 = (The) Role of Expectation and Performance Perception in Receiver’s Post-eWOM Action

다국어 초록 (Multilingual Abstract)

Previous research on electronic word of mouth(eWOM) has presented inconsistent evidence on which antecedents contribute to eWOM effectiveness, which is caused by measuring with eWOM reception whose definition is too comprehensively constructed as its effectiveness indicator. Besides, most researchers have proposed the positive consequences, such as eWOM diffusion and purchasing behavior after receiving eWOM without taking receivers’ changed preference toward message and sender’s characteristics due to the accumulated, experienced outcomes of eWOM stimuli into consideration.
This present research, therefore, offers a theoretical and managerial perspective that provides a means to understand receivers’ various behavioral response in the post-eWOM stage by focusing on expectation-performance perception relation. Specifically, the author aims to examine the influences of expectation toward eWOM information occurred by the outcomes of eWOM usage experience, degree of perception at the time of eWOM’s informative evaluation and receiver’s various actions in the post-eWOM stage.
In addition, this study aims at exploring the moderating role of receiver’s psychological characteristics that is perceived behavior control and information seeking propensity in expectation-performance perception relation.
To achieve such a purpose, I asked questions for eWOM experience factors (consensus, vividness and two-sidedness as message characteristics and expertise and similarity as sender’s characteristics) which are positively related to eWOM reception, expectation toward eWOM information, performance perception and receiver’s four-typed actions (additional search from eWOM, eWOM reproduction, eWOM retransmission, favorable behavior to eWOM sender) as eWOM response.
A set of hypotheses is tested based on online and offline survey data collected from 384 experienced online reviewers. Data were analyzed by path analysis using SPPS 18.0 and PLS 2.0. As reliability was tested based on Cronbach’s alpha values, all of the coefficients for the constructs exceeded the threshold value of 0.6 for exploratory constructs. To test validity, factor loading of every item measured was more than 0.5 by measurement analysis, which means there is no problem with the validity of items measured.
As a result of hypothesis test using structural equation modeling, the key findings of this research is that performance perception of eWOM information is influenced by expectation toward eWOM information, as well as is related to three types of receiver’s actions ( additional search from eWOM, eWOM retransmission and favorable behavior to eWOM sender) and purchase intension. This results indicate that expectation and performance perception toward eWOM information have significant relationship with receivers’ post-eWOM action.
Furthermore, this research is found that the moderating role of perceived behavior control and information-seeking propensity in the relationship between expectation and performance perception toward eWOM information. To the concrete, in the lower level of perception in the behavior control and propensity for information-seeking than higher level of group, expectation is more positively affecting performance perception.
Also, the author assumes that receiver’s responses at the post-eWOM stage are varied according to the degree of expectation and performance perception. As the results, four kinds of receiver’s post-eWOM response were revealed as proposed
In sum, those results suggest the importance of receivers’ expectation management and perception in view of their post-eWOM various actions as the secondary contributor for eWOM diffusion and as social supporter for the first eWOM senders.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 배경 1
• 제 2 절 연구의 목적 4
• 제 3 절 연구의 구성 6
• 제 2 장 문헌 고찰 8
• 제 1 절 온라인 구전 8
• 1.1 온라인 구전의 개념과 특징 8
• 1.2 구전 연구의 흐름 11
• 제 2 절 구전효과 측정지표로서의 구전정보 성과지각 13
• 2.1 구전효과 측정지표 13
• 2.1.1 수신자 관점의 구전효과 연구 14
• 2.1.2 수신자 관점의 구전효과 측정지표 16
• 2.2 새로운 구전효과 측정지표 : 구전정보 성과지각 17
• 제 3 절 구전정보 기대감 및 구전정보 경험 18
• 3.1 기대에 대한 선행연구 19
• 3.2 구전정보 기대감의 개념 21
• 3.3 구전정보 기대감 및 구전정보 성과지각 22
• 3.4 구전정보 기대감에 대한 구전정보 경험의 영향 23
• 3.4.1 메시지 특성 24
• 3.4.2 발신자 특성 26
• 제 4 절 기대 불일치에 따른 수신자의 정보행동적 반응 27
• 4.1 기대 불일치 패러다임 28
• 4.2 정보행동 유형 29
• 4.2.1 정보추구 행동 및 정보처리 행동 29
• 4.2.2 정보전달 행동 및 정보공유 행동 30
• 4.2.3 정보획득 행동 및 정보확산 행동 31
• 4.3 수신자의 정보행동적 반응 32
• 4.4 수신자의 정보행동적 반응과 구매의도 34
• 제 5 절 수신자의 지각된 행동통제 및 정보추구 성향 35
• 5.1 지각된 행동통제에 대한 선행연구 35
• 5.2 정보추구 성향에 대한 선행연구 37
• 제 3 장 연구모형과 가설설정 39
• 제 1 절 연구모형 39
• 제 2 절 가설의 설정 42
• 2.1 구전정보 경험과 구전정보 기대감 간의 관계 42
• 2.2 구전정보 기대감과 구전정보 성과지각 간의 관계 45
• 2.3 구전정보 기대감과 성과지각에서 수신자 개인특성의 조절역할 47
• 2.3.1 지각된 행동통제의 조절역할 47
• 2.3.2 정보추구 성향의 조절역할 47
• 2.4 구전정보 성과지각과 정보행동적 반응 간의 관계 49
• 2.5 정보행동적 반응과 구매의도 간의 관계 52
• 2.6 기대감과 성과지각 수준에 따른 정보행동적 반응 54
• 제 4 장 연구방법 56
• 제 1 절 변수의 조작적 정의 및 측정도구 56
• 1.1 구전정보 경험 : 메시지 특성 및 발신자 특성 56
• 1.2 구전정보 기대감 및 구전정보 성과지각 57
• 1.3 정보행동적 반응 58
• 1.4 수신자의 개인특성 및 구매의도 60
• 제 2 절 자료수집 및 표본의 특성 63
• 2.1 표본의 선정과 조사방법 63
• 2.2 표본의 특성 64
• 제 3 절 분석도구 67
• 제 5 장 실증분석 69
• 제 1 절 측정모형의 분석 69
• 1.1 탐색적 요인분석 69
• 1.2 확인적 요인분석 74
• 제 2 절 구조모형의 분석 78
• 2.1 전체 모형의 평가 78
• 2.2 연구가설의 검증 79
• 2.3 구전정보 성과지각에 대한 수신자 개인특성의 조절효과 84
• 2.4 기대감 및 성과지각 수준에 따른 집단별 정보행동적 반응 차이 86
• 제 6 장 결론 및 시사점 94
• 제 1 절 연구결과의 요약 94
• 제 2 절 연구의 시사점 97
• 2.1 이론적 시사점 97
• 2.2 실무적 시사점 99
• 제 3 절 연구의 한계 및 향후 연구방향 100
• 참 고 문 헌 102
• [부록] 설문지 120
• Abstract 127

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