온라인 구전정보의 방향성이 정보의 유용성과 구매의도에 미치는 영향 : 관여도의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

The survey conducted by the Korea National Statistical Office in 2014
shows that approximately 45 trillion KRW was spent on electronic commerce
in the year of 2014. The total amount of the first quarter of 2013 was almost
13 trillion KRW, which increased by 20.1%, and the figure grows year by
year. As the cyber shopping grows quickly, overseas direct purchase has
become a big trend. The Korea Customs Service stated that the market of
direct overseas purchase last year was about the size of 2 trillion KRW. This
figure shows that it has grown 48.5% more from 2013, and it is expected to
reach over 8 trillion KRW by the time of 2018. As days go by, e-commerce
is sharply increasing and direct oversea purchase is still hot. However,
E-commerce is growing fast and big, and overseas direct purchase is still the
hot trend. However, many problems arise in e-commerce and overseas direct
purchase. In avoiding the problems, online WOM from other customers, such
as the reviews and comments can be helpful. This study is to sort out
positive WOM and two-sided WOM from online WOM and find out whichtype of WOM is useful and what impact it has on the purchase intention.
The study also worked on verifying the moderating effect of involvement to
find out what differences would come out depending on product.
The survey was given to 20’s∼30’s consumers in Jeju, who are expected to
use Internet frequently and easily. These people are also expected to be more
familiar with e-commerce. In this study, 2x2 factorial design method was
used. So, Four different kinds of survey was given in random. Specifically,
Survey A was exposed to positive WOM about high involvement
product(notebook). Survey B was exposed to two-sided WOM about high
involvement product(notebook). Survey C was exposed to positive WOM
about low involvement product(USB memory). Survey D was exposed to
two-sided WOM about low inovolvement product(USB memory). Notebook
and USB memory were used in the survey because those two products are
considered as the most familiar product in subjects. The results of the
research can be summarized as follows:
First, Usefulness of information in a group exposed to two-sided WOM is
bigger than in a group exposed to positive WOM.
Second, Purchase intention in a group exposed to positive WOM is bigger
than in a group exposed to two-sided WOM.
Third, Usefulness of information have a positive(+) effect on purchasing
intention.
Finally, Product involvement dosen’t acted as a moderating variable.
However, interesting results are proved. In high inovolvement, two-sided
WOM is more useful than positive WOM, but in low involvement, there is no
difference between the usefulness of information two-sided WOM and positive
WOM. In high involvement, there is no difference between the purchase
intention of consumers with positive WOM and the ones with two-sided
WOM. However, in low involvement, the purchase intention is more
influenced by positive WOM than two-sided WOM. Through the study,various implication like below are suggested.
First, consumers find two-sided WOM more helpful than positive WOM as
the former gives the information on pros and cons of the product while the
latter tells only about the disadvantage.
Second, despite that the usefulness of the information of positive WOM is
not as useful as that of two-sided WOM, it still has a great impact on
purchase intention.
Third, two-sided online WOM is thought to be more useful than positive
online WOM, however, the usefulness is not a great factor in purchase
intention.
Fourth, when it comes to low involvement product family and there is no
difference between the usefulness of two-sided WOM and positive WOM,
rather, purchase intention is subject more to positive WOM than to two-sided
WOM.
Fifth, as for high involvement product family, two-sided WOM has greater
power than positive WOM, and there is no difference between the purchase
intention of consumers with positive WOM and the ones with two-sided
WOM.
In the sixth place, the involvement does not have moderating effect on how
positive online WOM affects both information usefulness and the purchase
intention.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 문제의 제기 및 연구목적 1
• 1) 문제의 제기 1
• 2) 연구 목적 3
• 2. 연구의 방법 4
• 3. 논문의 구성 6
• Ⅱ. 이론적 배경 8
• 1. 온라인 구전 커뮤니케이션 8
• 1) 온라인 구전의 정의 8
• 2) 온라인 구전의 특징 11
• 2. 온라인 구전정보의 방향성과 유용성 13
• 1) 일면적 구전정보 13
• 2) 양면적 구전정보 17
• 3) 양면적 구전정보 내 부정적인 정보의 위치효과 18
• 4) 정보의 유용성 19
• 3. 관여도 21
• 1) 관여도의 개념 21
• 2) 관여도의 특징 24
• 4. 구매의도 25
• 1) 구매의도의 정의 25
• 2) 구매의도의 역할 28
• Ⅲ. 연구 설계 30
• 1. 연구모형의 설계 30
• 2. 연구가설 31
• 1) 온라인 구전정보의 방향성과 정보의 유용성의 관계 31
• 2) 온라인 구전정보의 방향성과 구매의도의 관계 32
• 3) 정보의 유용성과 구매의도와의 관계 32
• 4) 관여도의 조절효과 34
• 3. 측정변수의 조작적 정의 및 방법 35
• 1) 구전정보의 방향성 35
• 2) 관여도 36
• 3) 정보의 유용성 37
• 4) 구매의도 38
• 4. 실험설계 및 연구방법 39
• 1) 사전조사 39
• 2) 본조사 41
• 3) 시나리오 제작 41
• 4) 연구대상 45
• 5) 실험집단의 구성 45
• 6) 분석방법 46
• Ⅳ. 실증분석 48
• 1. 표본의 특성 48
• 2. 조작의 점검 50
• 3. 타당성 및 신뢰성 52
• 4. 가설 검증 54
• 1) 온라인 구전정보의 방향성과 정보의 유용성 54
• 2) 온라인 구전정보의 방향성과 구매의도 54
• 3) 정보의 유용성과 구매의도 55
• 4) 관여도의 조절효과 56
• Ⅴ. 결 론 62
• 1. 연구결과의 요약 62
• 2. 시사점 65
• 1) 이론적 시사점 65
• 2) 실무적 시사점 66
• 3. 연구의 한계 및 향후 연구 68
• 참고 문헌 69
• 설 문 지 77