The Effect of Perceived Value of Distance Selling on Psychological Distance and Customer Loyalty

Olga Durkalo,박영근(Young-Gun Park),박재진(Jae-Jin Park) 한국무역연구원 2021 무역연구 Vol.17 No.4

Purpose - This study is to examine whether the perceived value of customers who purchase through a distance selling method such as an Internet shopping mall affects the psychological distance and how this leads to customer loyalty. Also, by analyzing the mediating effect of psychological distance, it was verified whether psychological distance plays a mediating role between the perceived value of distance selling and customer loyalty. Design/Methodology/Approach - Data collection was conducted for foreigners residing in Korea. We asked 250 people in various occupations in Korea to respond voluntarily by sending out a questionnaire made with Google Forms via email and KakaoTalk. Emails sent to respondents and KakaoTalk contain links to online questionnaires. Finally, 203 survey respondents were used for the analysis. Findings - First, the perceived value of distance selling was found to have a significant effect on psychological distance. It was found that functional value and financial value had a significant negative (-) effect on psychological distance, and emotional value had a significant positive (+) effect. However, social value did not affect psychological distance. This means that the better the quality and service, and the more money you save, the less time, space, and social distance you feel. On the other hand, it can be seen that the stronger the desire or emotion to purchase, the more psychological distance is felt. Second, it was found that the psychological distance feeling for long-distance purchase had a negative effect on customer loyalty. This means that as the distance purchasing customers feel a sense of temporal, spatial, and social distance, their repurchase or recommendation intention decreases. Third, as a result of analyzing the mediating effect of psychological distance, it was confirmed that the perceived value of distance selling leads to customer loyalty through psychological distance. This means that distance sellers need marketing efforts to reduce the psychological distance that customers feel in order to increase customer loyalty. Research Implications - It is difficult for customers who make distance purchases through online shopping malls to judge perceived values such as functional values of products. Therefore, reducing the psychological distance of consumers by providing detailed information on the producer, production location, and production process to the distance selling site will increase the repurchase intention. Also, distance sellers need marketing efforts to build customer trust in order to increase perceived value and reduce customers’ psychological distance.

심리적 거리로서의 가상성과 시간적 거리: 제품 정보 유형의 제품 태도에 미치는 효과를 중심으로

박도형 ( Do-hyung Park ) 한국지식경영학회 2017 지식경영연구 Vol.18 No.3

Recent advances in technology are evolving to enable individuals to perform various activities necessary for their lives, without being constrained by physical, temporal, and spatial constraints. The online services and experiences that originated from solving the discomfort in the actual offline space have created the newness that can only be experienced in the digital world and furthermore uniquely new experiences in actual space as well. While many previous studies have suggested several interpretations of unique individual behaviors in virtual environments, a recent research approaches virtuality as an interesting perspective of the change of thinking style. Virtuality is defined as how far apart we are from everyday reality, and if the individual faces a situation far from reality, the psychological distance of the individual becomes distant and ultimately leads to the thinking style of high construal level. Otherwise, it is said to have a relatively low construal level of thinking style. In this study, I try to confirm the virtual distance as the role of psychological distance in new virtual contexts. Simultaneously considering temporal distance, which are most used in psychological distance, and virtual distance based on virtuality, this study tries to find whether the effect of virtual distance on product attitude is the same as that of temporal distance and check the relationship between virtual distance and temporal distance in the context of consumers’ product evaluations depending on product information type.

가상성과 성과의 관계에 대한 다 수준 모델 제안

이도한(Dohan Lee),백기복(Ki-Bok Baik) 대한경영학회 2021 大韓經營學會誌 Vol.34 No.12

정보통신 기술의 발전과 함께 확대되어온 가상팀은 팬데믹 발생 이후 일반화된 근무 형태로 자리매김하는 모습을 보이고 있으며 팬데믹 이후에도 확대될 것이라고 예상된다. 중요한 것은 가상팀은 확대되고 있으나 가상성에 대한 이해가 피상적인 수준에 머무르고 있다는 점이다. 따라서 본 연구는 가상성에 대한 보다 깊은 이해를 제공하기 위하여 가상성이 성과에 영향을 미치는 경로를 다 수준에서 살펴보았다. 구체적으로, 개인수준에서 가상성이 구성원에게 미치는 심리적 영향과 그 영향에 의한 성과의 변동을 설명하였고 팀/조직 수준에서 팀 가상성과 신뢰 풍토의 조절 효과 제안을 통하여 가상성과 성과의 관계를 다 수준에서 설명하는 모델을 제시하였다. 본 연구는 가상성과 성과 사이에서 심리적 거리라는 매개 변수의 존재와 그 역할에 주목하면서 크게 두 부분으로 나뉘는데, 전반부는 가상성의 영향으로 발생하는 심리적 거리에 초점을 맞췄다. 이 과정에서 개인 가상성과 팀 가상성을 구분하여 팀 가상성의 조절 효과를 제시했는데 개인 가상성과 팀 가상성의 상호 작용이 심리적 거리에 영향을 준다고 봤다. 후반부는 가상성으로 발생하는 심리적 거리가 팀 성과에 영향을 미치는 과정을 설명한다. 심리적 거리는 개인에게 불확실성을 경험하게 하는데 개인이 불확실성을 경험하면 그것을 해소하기 위한 동기가 촉발된다. 이 과정에서 신뢰가 심리적 거리와 상호작용하여 팀 성과에 영향을 미친다고 봤다. 기존의 가상성 연구에서 신뢰를 조절변수로 사용한 적이 있지만, 가상성이 높아지면 대면 기회가 적어 신뢰의 변동(variation)을 직접 관찰, 측정하기 어렵다. 오히려 공간적으로 떨어져 있는 경우에는 공유된 지각인 “신뢰 풍토”를 조절변수로 활용하는 것이 바람직하다고 봤다. 연구 결과는 가상성에 대한 검토를 토대로 몇 가지 중요한 시사점을 제안한다. 먼저, 가상성에 대한 다 수준 접근을 통하여 개인 가상성과 팀 가상성의 역할을 구분하여 제시하였다. 둘째, 가상성이 성과에 영향을 주는 과정에서 심리적 거리의 매개 역할과 심리적 거리가 성과에 영향을 주는 과정이 불확실성을 통하여 이루어진다는 것을 제시하였다. 셋째, 심리적 거리가 팀 성과에 영향을 주는 과정에서 신뢰 풍토의 조절 효과를 제시하였다. 본 연구는 가상성을 개인 수준 또는 팀 수준 하나에 국한하여 설명하는 기존 연구의 한계를 극복하기 위해서 다 수준에서 가상성과 성과의 관계를 설명하려는 시도이다. Virtual team which has expanded with the advancement of IT technology is settled as a generalized work form since the outbreak of COVID-19 pandemic, and it is expected that it will expand after the pandemic. What is important is that the virtual team is expanding; however, the understanding of virtuality remains at superficial level. Therefore, in order to provide a deeper understanding of virtuality, this study examined the relationship between virtuality and performance at multi-level. Specially, this study explained virtuality and performance at multi-level through the psychological effect of virtuality on members and change in performance at individual level. And the proposal of the moderation effect of team virtuality and trust climate at team/organization level. This study paid attention to the existence and role of the variable, psychological distance between virtuality and performance. This study is divided broadly into two parts, and the first half is concerned with psychological distance affected by virtuality. In this process, individual virtuality and team virtuality were classified and the moderating effect of team virtuality was presented, and the interaction between individual virtuality and team virtuality was considered to affect psychological distance. The second half is a process in which psychological distance caused by virtuality affects team performance. Psychological distance makes individuals experience uncertainty, and when an individual experiences uncertainty, a motivation to resolve it is triggered. In this process, trust interacts with psychological distance and affects team performance. Though trust has been used as a moderator in existing virtuality studies, it is difficult to directly observe and measure the variation of trust due to fewer face-to-face contacts when virtuality increases. Rather, if spatially separated, it is reasonable to use the shared perception, “trust climate,” as a moderator. The results of this study suggest several important implications based on a review of virtuality. First, the roles of individual virtuality and team virtuality were proposed separately through a multi-level approach to virtuality. Second, it was suggested that in the process of virtuality affecting performance, the mediating role of psychological distance and the process of psychological distance affecting performance are performed through uncertainty. Third, the moderation effect of the trust climate was proposed in the process of psychological distance that affects team performance. This study is to explain the relationship between virtuality and performance at multi-level to overcome the limitation of the preceding studies that explain virtuality only either at individual or team level. This perspective allows a multidimensional view of the issue of virtuality in organizational management. The limitations of the study and future research directions were discussed.

경고 메시지의 결과 타입이 소비자가 지각한 취약성에 미치는 영향: 중복된 심리적 거리의 조절된 매개효과를 중심으로

서선미,남인우 한국상품학회 2019 商品學硏究 Vol.37 No.5

Warning messages are very important in health communication. Depending on how the warning message is produced, the level of perceived risk varies. Therefore, this study conduct two experiments in order to raise risk perception of the contents emphasized in the warning messages. This study analyzed the effect of the consequence type (social consequence and health consequence) of the warning message related to the health outcome on perceived vulnerability and verified that the perceived temporal distance mediates effect of the consequence types in the warning message on the perceived vulnerability. This study also examined how the two dimensions of the psychological distance (spatial distance, social distance) moderates the mediation effect of the temporal distance. According to the experimental results, the consequence type of the warning message affects the perceived vulnerability of consumers through the perceived temporal distance if we do not have any other psychological distances. However, if we have another psychological distance, the mediating effect of temporal distance appears only when the other psychological distance is proximal. In other words, when temporal distance and spatial distance are both proximal, consumers’ perceived vulnerability is higher than when either or both dimensions are distal. Also, if any psychological distance is distal consumer shows similar level of perceived vulnerability. Likewise, we can also find this moderated mediation effect between temporal distance and social distance. If any distance is distal consumers’ perceived vulnerability is lower than when both distance are proximal. 경고 메시지는 건강 커뮤니케이션에서 중요한 도구이다. 소비자들은 경고 메시지의 제작 방식에 따라 위험의 정도를 다르게 지각한다. 본 연구는 경고 메시지의 강조점에 따라 소비자들의 위험 인식이 어떻게 달라지는지를 알아보기 위하여 수행되었다. 질병에 관련된 경고 메시지의 결과 타입(사회적 결과와 건강 결과)은 그 메시지에 대한 소비자들의 지각된 심리적 거리를 통하여 지각된 취약성에 영향을 미친다. 본 연구의 목적은 이러한 시간적 거리의 매개효과가 다른 심리적 거리 요인인 공간적 거리와 사회적 거리에 의해서 어떻게 조절되는가를 살펴보는데 있다. 이를 위하여 2회의 실험설계법이 사용되었다. 실험 1은 시간적 거리와 공간적 거리의 조절매개 효과를 살펴보고 실험 2는 시간적 거리와 사회적 거리의 조절매개효과를 살펴보았다. 실험 결과에 따르면 다른 심리적 거리가 포함되지 않았을 경우에는 결과 타입과 취약성 지각 사이에서의 시간적 거리의 매개효과가 발견되었다. 그러나 공간적 거리나 사회적 거리가 분석에 포함되었을 경우에는 그 시간적 거리의 매개효과는 공간적 거리나 사회적 거리가 가까울 경우에만 발생하고 먼 경우에는 발생하지 않았다. 즉 시간적 거리의 매개효과는 다른 심리적 거리에 의해서 조절된다는 것을 의미하고 이들 심리적 거리 중 하나라도 먼 경우에는 소비자들의 취약성 지각이 낮음을 알 수 있었다.

심리적 거리가 여행사 패키지 상품 선호도에 미치는 영향

송시연,박종철 한국소비자·광고심리학회 2017 한국심리학회지 소비자·광고 Vol.18 No.2

Previous research have shown the effect of temporal distance in product evaluation, this article shows the effect of spatial distance and temporal distance on consumer evaluation and choice of tourism package, specially as destination is long distance or short distance, or, as the season of destination is similar or dissimilar with participant's country. According to past research, people focus on desirability attributes when they are distant psychological distance, they focus on feasibility attributes when they are near psychological distance. For example, desirability is as quality and core value of target and feasibility is as price of target and waiting time so an. This article used desirability(usage of national airplane, stay at 5 star hotel) and feasibility attributes(low price) throughout tourism package. To test hypothesis, study 1 tried to show the effect of spatial distance in the evaluation of tourism package, study 2 tried to show the effect of temporal distance on choice of tourism package. The findings revealed positive evaluation of high quality & high price package when the spatial distance is distant than near, the result reversed when the spatial distance is near than distant. To prove that people don't always prefer high quality & high price package when they go to trip in long distance place, we manipulated specially season as temporal distance. The findings revealed that participants in the opposite season condition(distant future) choose low quality & low price package than high quality & high price package. According to the result, temporal distance and spatial distance are very important to construct tourism package and this research offer practitioners with important insights into the effective marketing communication. 기존의 심리적 거리(psychology distance)연구는 시간적 거리(구매시점으로 조작)가 제품의 평가에 미치는 영향에 대해 주로 살펴보았는데, 본 연구는 해외여행을 하는 여행지의 공간적 거리의 멀고 가까움. 그리고 여행지의 계절을 시간적 거리로 조작(우리나라와 유사한지, 반대인지)하여, 이것이 여행사의 패키지 상품에 대한 태도 및 선택에 어떠한 영향을 미치는 지 알아보았다. 기존연구에 의하면, 심리적 거리가 멀수록 사람들은 바람직함(desirability)속성에 해당되는, 제품의 품질과 관련된 속성에 더 집중하고, 심리적 거리가 가까울수록 실행가능성(feasibility)속성에 해당되는, 제품의 가격이나 사용의 편리함 등의 속성에 더 집중한 의사결정을 한다고 한다. 본 연구에서는 이러한 바람직함 속성과 실행가능성 속성을 여행사 패키지 상품에 맞게 구성하여, 실험 1에서는 공간적 거리에 따른 여행사 패키지 상품의 태도에 대해, 실험 2에서는 계절에 따른 시간적 거리에 의한 패키지 상품의 선택확률의 차이를 살펴보고자 했다. 실험1의 결과, 사전 국가 친숙도 및 매력도가 유사한 2개 나라 중, 공간적 거리가 가까운 나라일 경우, 여행패키지 상품이 고품질 & 고가격상품 일 때보다는 저품질 & 저가격상품일 때 더 선호되었고, 공간적 거리가 먼 나라의 경우에는 반대의 결과가 나타났다. 실험2에서는 공간적 거리가 멀 경우에는 항상 고가격 & 고품질의 상품이 선호되는 것이 아님을 증명하기 위해, 계절에 의한 시간적 거리를 조작하였다. 그 결과 여행지의 계절이 우리나라와 유사할 경우에는 반대의 경우보다 고품질 &고가격 패키지 상품의 선택확률은 줄어들었다. 본 연구결과를 통해, 여행사의 패키지 상품 구성에 있어 공간적 거리와 계절과 같은 시간적 거리의 중요성을 확인할 수 있었고, 이는 관련 마케팅 실무자에게 여러 시사점을 제공해준다.

영화에 나타난 심리적 거리와 공간의 인지

쉬치웨이,최원호 한국영상제작기술학회 2022 영상기술연구 Vol.- No.40

According to the research of cognitive psychology, the audience’s cognition of the film is based on the past experience, and the audience’s judgment on the relationship between the characters in the film space is also the same. The distance studied in this article is not the distance between the camera and the subject, but the distance between the characters in the film space. In films, spatial distance is rarely discussed by scholars. But according to researches, differences in distance make audiences have different attitudes toward people or events. The distances in this article are not just physical distances in the picture. Instead, from the perspective of audience cognition, it analyzes the physical distance and psychological distance between characters, as well as the behaviors that can adjust the psychological distance. Use the cognitive distance to analyze the relationship between characters in the film. The fourth chapter combines the analysis of the movie Parasite to illustrate the rationality of the theoretical analysis of this thesis. According to the audience's cognition process of film space, this article proposes that the spatial distance will have an impact on the judgment of the relationship between the characters in the picture. In the space of the film scenes, the audience will have different judgments on the distance between the characters. The audience’s cognition of film space is not just processing audio-visual information. The audience will judge, supplement and understand the film information based on long-term memory, and finally complete the interpretation of the film. .

Emotional Happiness and Psychological Distance: How Does Happiness and Psychological Distance Change during Vacation?

Anesh Sthapit,최수아,황윤용 한국유통과학회 2016 유통과학연구 Vol.14 No.7

Purpose - The purpose of this study was to examine the variations in emotions during vacation and to explore if such variations depend on psychological distance perceived by vacationers. We proposed that there are changes in affect balance during the course of vacation as well as the mental construal of psychological distance. Research Design, Data, and Methodology - Repeated measures ANOVA was used to examine the variation in emotion and psychological distance of 66 holiday makers who were traveling to different destination for vacation. Data were collected in 2 months with the help of a travel agency. Results - We find that there are variations in emotions during the vacation at different points in time as well as perceived psychological distance. Also we find some evidence that suggests emotional happiness does depend on perceived mental distance to some extent. Conclusion - Our study replicates the findings of previous studies in a novel way and illustrates the robustness of the nature of emotions during vacation and indicates certain time points where the happiness of vacationers can be enhanced. Perceived psychological distance do have an effect on how happy an individual feels during the vacation

사찰음식 인식속성이 구매의도에 미치는 영향 - 심리적 거리감에 따른 집단 간 차이를 중심으로 -

다나구찌기요미,최지영,한창민,김현지 한국관광학회 2015 관광학연구 Vol.39 No.8

The aim of this study is to identify recognized attributes and its effect on purchase intention depending on groups by psychological distance about Temple food. Results of analysis were as follows. Psychological distance were classified into 2 factors(accessibility, attractiveness), and attributes were classified into five factors(natural foods, physical and mental health, cultural, ingredients, cook). The 4kinds of attributes except ingredients had significant differences between 2 groups(high psychological distance, low psychological distance). Regarding the effect of attributes on purchase intension, 2 factors(cultural, ingredients) had negative effects and 1 factor(cook) had positive effect in case of high psychological distance. In the group of low psychological distance, 3 factors(natural foods, health, cook)had positive effects. Through this study, it was suggested that temple food should be developed with aiming to enhance the original attributes such as traditional meaning and value. It also appeared that a various cooking method of temple food should be developed and known through active promotions. 본 연구는 사찰음식의 대중화 방안을 도출하기 위한 실증적 연구로서, 사찰음식 대중화를 저해할 수 있는 사찰음식에 대한 심리적 거리감에 따라 일반인들이 인식하는 사찰음식의 중요속성을 파악하여 구매의도에 미치는 영향을 살펴보는 것을 목적으로 실시되었다. 편의표본추출법으로 실시된 설문조사의 분석결과는 다음과 같다. 요인분석을 통해 사찰음식의 인식속성이 5개 요인(자연적, 심신건강, 문화적, 조리적, 재료적)으로, 사찰음식에 대한 심리적 거리감은 2개 요인(접근성, 매력성)으로 분석되었다. 심리적 거리감의 2가지 요인을 기준으로 군집분석을 통해 표본을 분류한 결과 심리적 거리감이 높은 집단과 낮은 집단으로 분류되었으며, 사찰음식 인식속성의 차이는 재료적 속성을 제외한 4가지 요인에서 유의한 차이가 나타났으며, 구매의도에 미치는 영향속성도 심리적 거리감이 높은 집단(문화적, 조리적, 재료적 속성)과 거리감이 낮은 집단(자연식, 심신건강, 조리적 속성)간에 다르게 나타났다. 실무적 시사점으로서는 첫째, 사찰음식이 보유하고 있는 고유의 가치와 의미를 부여하고 개발하여야 한다. 둘째, 사찰음식의 다양한 조리방법의 개발과 교육프로그램의 개발이 필요하다고 시사되었다.

광고모델의 매력성에 대한 소비자의 부정적 감정에 관한 연구

김미혜,전중옥 한국소비자·광고심리학회 2009 한국심리학회지 소비자·광고 Vol.10 No.2

Although the practice of highly attractive models(HAM) may be effective from a marketing standpoint, physical attractiveness and the “thin ideal” is a very sensitive issue for many women. The self-concepts of many female adolescents stem primarily from their senses of physical attractiveness, and a woman's global self-esteem also seems to be related to her own physical attractiveness. The importance of physical attractiveness prompts many women to compare themselves with the images of physical perfection, thinness, and beauty found in advertising. Researchers have established that some women compare themselves with the idealized images in advertising and that some women who compare themselves with these HAMs may experience negative feelings as a result. This study tries to extract negative emotion in consumer's response about HAMs. Until now, main research findings of advertisement are that HAMs, such as, ultra-thin, beauty, ideal models, have best effects in ads. But there are no effects in many studies, even several studies have negative emotions about HAMs. Therefore, the goal of this study is to extract negative emotions through FGI and depth interviews. As a result, first, consumers have negative emotions, such as envy, jealousy, psychological distance. Second, this negative emotions are not necessary to have no sales amounts. Though consumers have negative emotions, they want to follow or imitate the attractive models to cover psychological costs. An objection to the psychology of envy, jealousy, psychological distance might state that we have taken three common words, envy, jealousy, psychological distance, given them idiosyncratic meaning, and proceeded to weave a general psychology around them. When a person experiences envy, jealousy, psychological distance, these functions are cued to advantage seeking or advantage preservation. To take note of a lack of, or to seek to preserve, advantage in life are prime organismic motives. If we have prime organismic motives, then there might be a psychology reflective of them. Vignette methodology was used that, for the first time, manipulated envy, jealousy, and psychological distance factorially, a technique designed to overcome insensitivity caused by the frequent co-occurrence of those kinds of emotions. This technique also permitted manipulation of these affective states while avoiding any use of their semantic imprecise verbal labels. 본 연구는 광고모델의 매력성에 대한 소비자의 단순한 긍정적 동일시와 긍정적 감정을 다루는 것에서 벗어나 소비자의 감정 속에 가지는 부정적 요인을 심층면접을 통해 추출하는 데에 그 목적이 있다. 광고모델의 매력성에 관한 연구에 대해 실험, 설문지 등 여러 가지 연구 방법이 있으나, 본 연구에서는 정성적 연구인 심층면접을 통해 선행연구와의 관계를 찾아보고 부정적 감정 요인을 추출하는 방식으로 진행되었다. 분석 결과, 첫째, 소비자의 부정적 감정요인은 질투, 시기, 그리고 심리적 거리라는 결과가 나타났다. 현재까지는 소비자가 단순히 매력적인 광고모델을 보고 매력성을 추구하는 것으로 연구되었으나, 본 연구에서는 자신과 제3자인 이성친구간의 관계, 혹은 미래의 이성에 대한 가상적인 관계를 통해 질투라는 감정을 가진다는 결과를 확인할 수 있었다. 또한 나보다 우월한 美를 가진 모델을 통한 불신, 의심, 열등감, 좌절, 불운, 감정부인 등을 가지는 시기라는 감정도 확인하였다. 아울러 나와는 관계없는 것으로 치부하는 소외, 무의미, 비현실성과 같은 심리적 거리도 나타났다. 이러한 결과를 통해, 부정적 감정이 반드시 부정적 매출결과라는 단순선형 관계가 아니라 소비자의 심리적 방어를 통해 다시 그 모델을 추구하는 이중적인 심리를 확인할 수 있었다. 본 연구는 정성적 분석결과 나타난 광고모델의 매력성에 대한 부정적 감정 확인을 통해 화장품 산업 및 광고업계의 마케터나 관리자에게 전략적 시사점을 제공하고 있다. 따라서 추출된 부정적 감정요인을 토대로 소비자집단을 세분화할 수 있는 실증적이고도 전략적인 방법을 제시하고 논문의 결과를 통해 마케팅관리자가 목표소비자층에 맞는 적절한 마케팅전략을 수립할 수 있을 것으로 기대된다.

회사 페이스북 메시지의 심리적 거리와 메시지 유형이 구전에 미치는 영향에 대한 탐색적 연구

이성원 한국정보시스템학회 2020 情報시스템硏究 Vol.29 No.2

Purpose: With the development of Social Network Service(SNS) and mobile devices, many companies have been using the Facebook as a Word-of-Mouth(WOM) channel. This study examines the effects of psychological distance and message type on WOM using the Facebook's real messages. And the moderating effect of the message type on the relationship between psychological distance and WOM was also analyzed. Design/methodology/approach: A content analysis was used as a research method. A total 7,483 messages were collected from 50 companies' Facebook Fanpage (based on the ranking of socialbakers.com) and content analysis was conducted using human coding. As the influencing variables, the message type and psychological distance and the number of 'Likes', 'Share', and 'Comment' were used as the dependent variable. The R3.4.4 was used to perform descriptive statistics, cross-tab analysis, and analysis of variance(ANOVA). Findings: First, a larger proportion of Facebook messages have close psychological distance for all message types(information, advertisement, event, and customer relationship). Second, ‘Like’ and ‘Comment’ number were significantly higher in messages of close psychological distance. Third, the effects of psychological distance on ‘Like’, ‘Share’, and ‘Comment’ number were different according to message type. However, ‘advertisement’ message type had significantly more numbers for all WOMs(‘Like’, ‘Share’, and ‘Comment’) in messages with close psychological distance.