기업태도가 소비자의 기업루머 신뢰에 미치는 영향 = 루머유형, 메시지 강도와 반박 전략을 중심으로

국문 초록 (Abstract)

최근에는 인터넷과 SNS 등의 다양한 매체를 통해 수많은 정보들이 공급되고 있으며 소비자들은 기업에 대한 정보 또한 손쉽게 접할 수 있다. 하지만 이러한 정보들에 대한 사실 판단이 어렵기 때문에 확인되지 않은 내용임에도 불구하고 소비자들은 이를 신뢰하게 되며 따라서 많은 기업들이 직ㆍ간접적으로 루머를 경험하고 때로는 루머에 의한 피해를 입게 된다. 본 연구의 목적은 소비자들의 루머신뢰에 영향을 줄 수 있는 요인들과 요인들 간의 상호작용에 대해 검증하고 기업의 소비자 관계 관리 및 효과적인 루머대응 방안을 도출하는 것이다.
실험 1에서는 메시지 강도, 기업태도, 루머유형에 따라서 소비자들의 루머신뢰가 어떻게 달라지는지를 살펴보았다. 연구 결과, 메시지 강도가 강할 때 소비자들의 루머신뢰가 높게 나타났다. 또한 메시지 강도와 기업태도, 루머유형간의 삼원상호작용이 유의미하게 나타났다. 즉 강한 메시지의 경우 긍정적인 기업태도를 가진 소비자들은 긍정적 루머를 더 신뢰하였고, 부정적인 기업태도의 소비자들은 부정적인 루머를 더 신뢰하였다. 이는 메시지 강도가 강하여 설득효과가 높은 루머라고 할지라도 내재화된 동기와 불일치하는 정보에 대해서는 동기화된 의심을 하게 되어 이를 쉽게 신뢰하지 못하기 때문인 것으로 해석될 수 있다. 하지만 메시지 강도가 약할 경우에는 기업태도와 루머유형이 소비자의 루머신뢰에 유의미한 영향을 미치지 못했다.
실험 2에서는 부정적 메시지를 중심으로 메시지 강도, 기업태도, 루머반박에 따른 소비자들의 루머신뢰 정도를 검증하였다. 기업에 대한 태도가 긍정적인 경우, 메시지 강도와 루머반박이 소비자들의 루머신뢰에 미치는 영향은 유의하지 않았다. 즉, 기업이 소비자들과 긍정적인 관계를 구축했다면 소비자들은 부정적 루머를 쉽게 신뢰하지 않고 기업의 반박 메시지를 잘 받아들인다는 것이다. 반면, 기업태도가 부정적이며 메시지 강도가 강한 경우에는 기업이 루머에 적극 대응할 때보다 단순 대응할 때 소비자들의 루머신뢰가 높게 형성되었다. 즉, 소비자들의 자사에 대한 태도가 부정적일 때 기업은 메시지 강도가 강한 루머에 대해서 적극적으로 대응해야 효과를 볼 수 있다는 것이다. 반면, 메시지 강도가 약한 경우 기업의 적극 대응이 오히려 소비자들의 루머신뢰를 높여주는 것으로 나타났다. 본 연구의 결과를 바탕으로 루머에 대한 기업의 효과적인 대응 전략 수립에 대한 시사점을 제안하였다.

다국어 초록 (Multilingual Abstract)

As consumers are being inundated with information about companies from various media sources including the internet and SNS, many companies in the social sphere are experiencing the effects of both positive and negative rumors. The goal of this study is (1) to investigate potential factors affecting consumers’ trust in rumors and (2) to examine any interaction effects among the factors and (3) to provide marketers with an effective refutation strategy against rumors.
Study 1 analyzes the effect of message strength, corporate attitude, and types of rumors that affect the level of trust of those rumors by consumers. The results show that consumers tend to trust rumors where the messages are strong. In addition, consumers with positive attitude toward a corporation tend to trust positive rumors while those with negative corporate attitude are more likely to trust negative rumors. This may be because consumers evaluate information with their own motivation, and recognize information unmatched with the motivation as unreliable due to their motivated skepticism even when strong messages have high persuasive power. However, when messages are weak, consumers" trust in rumors is not significantly different by rumor type or corporate attitude.
Study 2 examines the influence of message strength, corporate attitude, and refutation of corporations on consumers" trust in rumors. When the relationship between consumers and the corporation is positive, consumers are more likely to refuse negative rumors and accept excuses provided by the company. However, when the relationship is negative and messages are strong, consumers tend to trust rumors when refutation style is weak. In contrast, aggressive refutation by the corporation results in consumers trusting the rumors when messages strength is weak. Therefore, companies should not aggressively refute rumors if message strength is weak. The results of this study provide marketers with appropriate and effective strategies to implement in response to company rumors.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경과 가설설정
• Ⅲ. 실험 1
• Ⅳ. 실험 2
• Ⅴ. 결론 및 시사점
• 참고문헌

참고문헌 (Reference)

1 최영, "인터넷상에서의 루머 확산 저지에 관한 연구 : 시민들의 자발적 대응효과를 중심으로" 한국커뮤니케이션학회 18 (18): 77-100, 2010

2 이원준, "소비자의 부정적 브랜드 루머의 수용과 확산" 한국마케팅학회 14 (14): 65-96, 2012

3 Aaker, Jennifer L., "“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion" 28 (28): 33-49, 2001

4 De Matos, Celso. A., "Word-of-Mouth Communications in Marketing : a Meta-Analytic Review of the Antecedents and Moderators" 36 (36): 578-596, 2008

5 Bordia, Prashant, "When Social Psychology Became Less Social : Prasad and the History of Rumor Research" 5 (5): 49-61, 2002

6 Tybout, Alice M., "Using Information Processing Theory to Design Marketing Strategies" 18 (18): 73-79, 1981

7 Petrocelli, John V., "Unpacking Attitude Certainty : Attitude Clarity and Attitude Correctness" 92 (92): 30-41, 2007

8 Garrett, R. Kelly, "Troubling Consequences of Online Political Rumoring" 37 (37): 255-274, 2011

9 Walker, Charles J., "The Virulence of Dread Rumors : A Filed Experiment" 11 (11): 291-297, 1991

10 Laufer, Daniel, "The Role of Severity in Consumer Attribution of Blame : Defensive Attribution in Product-harm Crises in Mexico" 17 (17): 33-50, 2005

11 Allport, Gordon W., "The Psychology of Rumor" Henry Holt 1947

12 Friestad, Marian, "The Persuasion Knowledge Model : How People Cope with Persuasion Attempts" 21 (21): 1-31, 1994

13 Gremler, Dwayne D., "The Loyalty Ripple Effect : Appreciating the Full Value of Customers" 10 (10): 271-293, 1999

14 Becker-Olsen, "The Impact of Perceived Corporate Social Responsibility on Consumer Behavior" 59 (59): 46-53, 2006

15 Petty, Richard E., "The Elaboration Likelihood Model of Persuasion" Academic Press 19 : 123-205, 1986

16 Yoon, Yeosun, "The Effect of Corporate Social Responsibility(CSR)Activities on Companies with Bad Reputations" 16 (16): 377-390, 2006

17 Kunda, Ziva, "The Case for Motivated Reasoning" 108 (108): 480-498, 1990

18 Morris, James P., "The Automatic Activation of Political Attitudes : A Psychophysiological Examination of the Hot Cognition Hypothesis" 24 (24): 727-745, 2003

19 Weber, René, "Testing Equivalence in Communication Research : Theory and Application" 6 (6): 190-213, 2012

20 Bordia, Prashant, "Source Characteristics in Denying Rumors of Organizational Closure : Honesty is the Best Policy" 30 (30): 2309-2321, 2000

21 Muthusamy, Nithya, "Scaring the Already Scared : Some Problems with HIV/AIDS Fear Appeals in Namibia" 59 (59): 317-344, 2009

22 Kimmel, Allan J., "Rumors and the Financial Marketplace" 5 (5): 134-141, 2004

23 Einwiller, Sabine A., "Rumor has It : The Moderating Effect of Identification on Rumor Impact and the Effectiveness of Rumor Refutation" 38 (38): 2248-2272, 2008

24 Sudhir, Subin, "Rumor Sharing in the Marketplace: What Motivates the Consumer? Working Paper"

25 Dursun, Inci, "Resistance to Persuasion in an Anti-Consumption Context : Biased Assimilation of Positive Product Information" 12 (12): 93-101, 2013

26 Bordia, Prashant, "Problem Solving in Social Interactions on the Internet : Rumor As Social Cognition" 67 (67): 33-49, 2004

27 Noone, Breffni M., "Overcompensating for Severe Service Failure : Perceived Fairness and Effect on Negative Word-of-Mouth Intent" 26 (26): 342-351, 2012

28 Iyer, Easwar S., "Origin of Rumor and Tone of Message in Rumor Quelling Strategies" 8 (8): 161-175, 1991

29 Taber, Charles S., "Motivated Skepticism in the Evaluation of Political Beliefs" 50 (50): 755-769, 2006

30 Ditto, Peter H., "Motivated Skepticism : Use of Differential Decision Criteria for Preferred and Nonpreferred Conclusions" 63 (63): 568-584, 1992

31 Jain, Shailendra P., "Motivated Reasoning : A Depth-of-Processing Perspective" 26 (26): 358-371, 2000

32 Klein, William M., "Motivated Person Perception : Constructing Justifications for Desired Beliefs" 28 (28): 145-168, 1992

33 Praxmarer, Sandra, "Message Strength and Persuasion When Consumers Imagine Product Usage" 10 (10): 225-231, 2011

34 Stroud, Natalie J., "Media Use and Political Predispositions : Revisiting the Concept of Selective Exposure" 30 (30): 341-366, 2008

35 Dowling, Grahame R., "Measuring Corporate Images : A Review of Alternative Approaches" 17 (17): 27-34, 1988

36 Williams, Martin, "Managing Negative Word-of-Mouth : An Exploratory Study" 1-25, 2014

37 Bordia, Prashant, "Management Are Aliens! : Rumor and Stress during Organizational Change" 31 (31): 601-621, 2006

38 Craig, Traci Y., "Language and Persuasion : Linguistic Extremity Influences Message Processing and Behavioral Intentions" 30 (30): 290-310, 2011

39 Rosnow, Ralph L., "Inside Rumor : A Personal Journey" 46 (46): 484-496, 1991

40 Wegner, D. M., "I Walk the Line:Protecting One’s Reputation as a Faithful Intimate" the Midwestern Psychological Association 1983

41 DiFonzo, Nicholas, "How Top PR Professionals Handle Hearsay : Corporate Rumors, Their Effects, and Strategies to Manage Them" 26 (26): 173-190, 2000

42 Dubois, David, "From Rumors to Fact, and Facts to Rumors: The Role of Certainty Decay in Consumer Communication" 48 (48): 1020-1032, 2011

43 Anderson, Norman H., "Foundations of Information Integration Theory" Academic Press 1981

44 Zajonc, Robert B., "Feeling and Thinking Preferences Need No Inferences" 35 (35): 151-175, 1980

45 Miller, Beth, "Failing to Recall : Examining the Effects of Trace Decay and Interference on Memory for Campaign Information" 34 (34): 289-305, 2013

46 Herr, Paul M., "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion : An Accessibility-Diagnosticity Perspective" 17 (17): 454-462, 1991

47 McGuire, William J., "Direct and Indirect Persuasive Effects of Dissonance-Producing Messages" 60 (60): 354-358, 1960

48 Anderson, Eugene W., "Customer Satisfaction and Word of Mouth" 1 (1): 5-17, 1998

49 Patterson, Bill, "Crisis Impact on Reputation Management" 49 (49): 47-48, 1993

50 DiFonzo, Nicholas, "Corporate Rumor Activity, Belief and Accuracy" 28 (28): 1-19, 2002

51 Campbell, Margaret C., "Consumers’Use of Persuasion Knowledge : The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent" 27 (27): 69-83, 2000

52 Kamins, Michael A., "Consumer Responses to Rumors : Good News, Bad News" 6 (6): 165-187, 1997

53 Ahluwalia, Rohini, "Consumer Response to Negative Publicity : The Moderating Role of Commitment" 37 (37): 203-214, 2000

54 Mazzarol, Tim, "Conceptualizing Word-of-Mouth Activity, Triggers and Conditions : An Exploratory Study" 41 (41): 1475-1494, 2007

55 Fishbein, Martin, "Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research" Addison-Wesley 1975

56 Petty, Richard E., "Attitudes and Persuasion: Classic and Contemporary Approaches" William C. Brown Company 1981

57 Jae, Haeran, "Are Low-Literate and High-Literate Consumers Different? Applying Resource-Matching Theory to Ad Processing across Literacy Levels" 21 (21): 312-323, 2011

58 Kimmel, Allan J., "Analysis of Commercial Rumors from the Perspective of Marketing Managers : Rumor Prevalence, Effects, and Control Tactics" 16 (16): 239-253, 2010

59 Buckner, H. Taylor, "A Theory of Rumor Transmission" 29 (29): 54-70, 1965

60 Insko, Chester A., "A Test of Three Interpretation of Attitudinal Reinforcement" 12 (12): 333-341, 1969

61 Knapp, Robert H., "A Psychology of Rumor" 8 (8): 22-37, 1944

62 Levine, Timothy. R., "A Communication Researchers’ Guide to Null Hypothesis Significance Testing and Alternatives" 34 (34): 188-209, 2008