내집단 지위와 메시지 준거점이 소비자 정보평가에 미치는 영향: 집단동일시의 조절효과를 중심으로 = “They Did it. Why Can’t We?” Examine the Interplay among the Locus of Social Comparison, In-group Status, and Group Identification

다국어 초록 (Multilingual Abstract)

Marketers often implement communication messages based on a social comparison between groups to induce positive attitudes toward products or services from consumers. Unlike the audience of traditional media, where social cues play small roles, the users of new media platforms such as SNS or online communities, often encounter various social cues when they were processing market information. In such socially rich communication environments, group-identity related information such as group status may play an important role in influencing consumers evaluation of social comparison messages. To understand how group dynamics influence consumers’ information processing in new media environments, the authors examine the interaction among three group related variables, the locus of the reference group, relative group status, and group identification. The locus (i.e., in-group vs. out-group) of the reference group may influences the effectiveness of message differently depending on the group’s social status and the members’ group identification. We tested this idea with an experiment conducted in a hypothetical online community. The locus of the reference group was manipulated by framing the messages focusing on out-group’s or in-group’s desirable behaviors. In-group status was manipulated by varying user rated rankings of the online community. Group identification was measured with the perceived distance between individual self and the online community. While consumers with high group identification and low group status preferred in-group message, consumers with high group identification and high group status preferred out-group message. On the contrary, consumers with low group identification and low group status preferred out-group message, but consumers with low group identification and high group status preferred in-group message.

국문 초록 (Abstract)

소비자로부터 제품이나 서비스에 대한 긍정적인 태도를 이끌어 내기 위해 마케터들은 집단간 비교에 바탕을 둔 메시지를 활용하곤 한다. 과거의 매스 미디어 환경과는 달리 SNS/온라인 환경에서 집단비교 메시지는 비교의 대상이 되는 집단을 둘러싼 다양한 사회적 환경요인이 커뮤니케이션 과정에 개입할 가능성이 높다. 본 연구에서는 소비자가 집단간 비교상황을 바탕으로 구성된 메시지를 평가할 때 발생하는 집단간 역학(inter-group dynamics)이 마케팅 커뮤니케이션의 효과성에 미치는 영향을 이해하기 위해서 내집단지위(높음 vs. 낮음)와 메시지 준거점(내집단 vs. 외집단), 그리고 집단동일시(group identification) 사이의 상호작용을 살펴보고자 한다. 사회정체성 이론에 근거하여 사람들이 집단과 자신을 동일시하는 정도(group identification)와 내집단의 사회적 지위의 고저의 조합에 따라 내/외집단 준거메시지에 대한 평가가 달라질 것이라는 예측을 도출하였다. 이를 검정하기 위하여 온라인 커뮤니티를 배경으로 실험을 실행하였다. 내집단 지위는 포털 서비스 내에서 커뮤니티가 차지하고 있는 상대적 위치를 활용하여 조작하였으며 메시지 준거점은 사회적으로 바람직한 행동(i.e., 체중감량)을 내집단 혹은 외집단이 성취하였다는 내용을 제시함으로써 조작하였다. 조절변수로 제시된 집단동일시는 기존연구(Swann et al. 2009)에서 사용된 그래픽 기반 항목을 이용하여 측정하였다. 분석 결과에 따르면 집단정체성이 높고 내집단의 지위가 낮은 경우는 내집단을 비교대상으로 이용한 메시지를 선호하고, 내집단의 지위가 높은 경우는 외집단을 비교대상으로 이용한 메시지를 선호하는 것으로 나타났다. 반대로 집단정체성이 낮고 내집단의 지위가 낮은 경우는 외집단을 비교대상으로 이용한 메시지를 선호하고, 내집단의 지위가 높은 경우는 내집단을 비교대상으로 이용한 메시지를 선호하는 것으로 나타났다.

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