소비자 온라인 리뷰(OCR)가 제품에 대한 태도와 구매 의도에 미치는 영향 : 성별과 OCR 유형의 조절 효과를 중심으로 = The Effect of OCR (Online Consumer Reviews) on Attitudes and Purchase Intention : The Moderating Role of Gender and OCR Type

국문 초록 (Abstract)

정보 기술 발달과 온라인 쇼핑 증가 추세에 따라 소비자 온라인 리뷰(Online Consumer Reviews, 이하 ‘OCR’)의 영향력이 상승하고 있다. 본 연구는 OCR의 특성과 성별에 따른 상이한 정보 처리 양상 간 적합성에 주목하고 성별에 따라 OCR 설득의 차이가 다르게 나타나는지를 실험을 통해 검증하였다. 이를 위해 먼저 OCR이 가진 특성들에 대해 살펴보고, 타인의 느낌과 생각을 이해하는 인지적 활동인 공감과 타인의 제품 사용 경험 후기인 OCR과의 관련성을 숙고하였다. 또한 선행 연구를 통해 OCR 정보의 유형이 속성 기반이냐 태도 기반이냐에 따라 성별이 OCR의 설득에 미치는 영향이 다를 수 있음을 파악하고 성별, OCR 정서價(긍정 vs. 부정), 그리고 OCR 유형(속성 기반 vs. 태도 기반) 이라는 3가지 변수를 중심으로 성별이 OCR의 설득을 조절하는 성별과 OCR의 유형의 조절 효과를 검증하였다. 실험 결과, 남성의 경우, 속성 기반 OCR과 태도 기반 OCR에서 설득의 차이가 나타나지 않았다. 반면 여성의 경우, 속성 기반(vs. 태도 기반) OCR에 노출 되었을 때 긍정적 OCR 제품에 더 호의적인 태도와 높은 구매 의도를 형성하였으며, 부정적 OCR 제품에 더 비호의적인 태도와 낮은 구매 의도를 가졌다. 한편 붓스트랩핑 테스트를 통해 성별이 OCR의 설득에 미치는 영향을 공감적 처리가 매개함이 밝혀졌다. 연구 결과를 바탕으로 본 연구의 학문적 및 실무적 시사점이 논의되었다.

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