자기조절초점에 따른 온라인 제품 리뷰의 효과에 관한 연구

다국어 초록 (Multilingual Abstract)

In the online market, it is difficult for consumers to physically examine products when deciding to make a purchase. Therefore, consumers in the online market generally obtain additional information about products from reviews written by other consumers. This, in turn, significantly influences their purchasing behavior. Taking regulatory focus theory into account, this study found that consumers’ attitudes toward products in the online market vary depending on the valence (positive vs. negative) and type (rational vs. emotional) of review. The impact of an emotional review is higher for promotion-focused consumers than for prevention-focused consumers, and the impact of a rational review is higher for prevention-focused consumers than for promotion-focused consumers. When the number of positive reviews is higher than the number of negative reviews, promotion-focused consumers reading emotional reviews show better attitudes toward products than when reading rational reviews. Prevention-focused consumers show better attitudes toward products when reading rational reviews than when reading emotional reviews. On the other hand, when the number of negative reviews is higher than the number of positive reviews, attitudes toward the products are worse when promotion-focused consumers read emotional reviews and prevention-focused consumers read rational reviews. The results of this study present a better understanding of how regulatory focus theory can be applied to online reviews and provide valuable practical information for the managers of online shopping malls.

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