메시지 프레이밍에 따른 온라인 양면구전의 소비자 태도효과: 사고방식유형의 조절 및 리뷰신뢰의 매개효과 = Attitude Effect of Two-sided eWOM depending on the Message Framing: Moderating Effect of Thinking Style and Mediating Effect of Review Trust

다국어 초록 (Multilingual Abstract)

The interest and importance on the research of eWOM has continuously increased and a lot of related studies have been made. However, the empirical studies about two-sided eWOM that contains both positive and negative information contents about a product or service (e.g., positive about speed while negative about design) were very scant. Thus, in this research, we conceptualized combined WOM messages in online as ‘two-sided eWOM’ and investigated the attitude effect of two-sided eWOM depending on the message framing. In addition, we examined the moderating effect of thinking style and mediating effect of review trust. For this, this study applied the message framing theory based on the anchoring and adjustment heuristic. In the study Ⅰ, 2(valence: positive/negative, negative/positive)×2(attribute type: functional, symbolic) ×2(thinking style: analytic, holistic) mixed factorial design was used. A pre-investigation was conducted for the selection of functional and symbolic attributes. It was confirmed that the manipulation was successful. The study results were as follows. First, consumers had a more unfavorable attitude toward for a reviewed product for a negative/positive two-sided eWOM than for a positive/negative two-sided eWOM. Second, when consumers were exposed to the two-sided eWOM with functional attributes, they showed a more unfavorable attitude toward for a reviewed product for a negative/positive than positive/negative. However, when consumers were exposed to the two-sided eWOM with symbolic attributes, they showed no differences in the attitude effect depending on valence. Third, the three-way interaction effect of the valence, attribute type and thinking style on attitude toward reviewed product was significant. In the study Ⅱ, mediating effect of review trust was examined. The indirect effect of review trust inferred by using bootstrapping method was significant. This study extends the literature on the effect of simple one-sided WOM and provides insightful perspective and meaningful managerial implications for two-sided eWOM management in the aspect of message structure.

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