open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
The research investigated the perceived reliability across the message sideness, online site credibility and user's characterist in online postscript. It classified user's postscript to the one-sided message vs two-sided message. Also, it investigated the effects of the user's postscript across the type of online site credibility: high or low site. And, it was user's postscript across the information of product's evaluation in online markets. The results of empirical testing are as follows First, the user's postscript of two-sided message is more effective than one-sided message in the online markets. Second, the user's postscript of high credibility site is more effective than low site. Third, in the case on the two-sided postscript message is high credibility site more effective than one-sided message. But, there is no difference between the two in the low credibility online markets. At last, when there is information of product's evaluation message has more influence no information does. In conclusion, this thesis is the meaningful attempt to set a basis for combining the word of mouth effects and message sidedness effects on new research context, the online market. It also provided a new approach and perspective to understand the behavior of online consumer by focusing on how online consumers are influence by the product evaluation information provided from so-called postscript.
김성훈 (2003). 제품 관여도 및 제품 지식에 따른 온라인 구전정보 활용 연구. 광고학연구, 14(1), 257-280
김창호, 황의록 (1997). 구전정보의 특성과 구전효과의 관계. 광고연구, 35, 55-97.
박재진 (2004). 소비자 혁신성이 온라인쇼핑 행동에 미치는 영향. 광고연구, 63, 79-101.
성영신, 유형열, 장인숙 (2001). Word of Mouth: On-line상의 소비 구전정보 연구. 한국광고학회 연차학술대회, 3-12.
유형열 (2001). On-line구전 효과 연구 - 정보의 방향성과 객관성을 중심으로. 고려대학교 대학원, 석사학위 논문.
이준업 (2007). 온라인 사용후기 구전정보 특성이 사용자 태도에 미치는 영향. 홍익대학교 광고홍보대학원, 석사학위 논문.
이학식, 안광호, 하영원 (2006). 소비자행동-4판, 서울: 법문사
이현선, 리대룡 (2004). 구전으로서 온라인 사용후기 효과에 관한 연구. 홍보학연구, 8(2), 234-268.
전성률, 박현진 (2003). 부정적 구전정보의 유형에 따른 구전효과의 차이에 관한 연구. 소비자학연구, 14(4), 21-45.
하영원, 김경미 (1995). 양면적 광고에 있어 부정적 정보의 위치가 설득에 미치는 영향. 소비자학연구, 6(2), 67-80.
Http://www.rankey.com
Anderson, N. (1970). Integration theory and attitude change, Psychological Review, 78, 171-206.
Baumgartner, Hans, & Jan-Banedict E. M. SteenKamp (1996). Exploratory consumer buying behavior: Conceptualization and measurement, International Journal of Research in Marketing, 13, 121-137.
Berlo, David K, Lemert James B, & Mertz, Rovert J. (1969). Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly, 33, 563-576.
Bither, Stewart W., Ira J. Dolich, & Elaine B. Nell (1971), The application of attitude immunization techniques in marketing. Journal of Verbal Learning and Verbal Behavior, 8(1), 1-8.
Brister, J. M. (1991). Word of mouth communication and their effects in consumer network. Advances in Consumer Research, 18, 155-169.
Brown & Reingen (1987). Social tie and word of mouth referral behavior. Journal of Consumer Research, 14(December), 350-362.
Bone, P. (1995). Word of mouth effects on short-term and long-term product judgments. Journal of Business Research, 32, 213-223.
Byrne, D. (1971). The Attraction Paradigm, New York, Academic Press.
Chatterjee, Patrali (2001). Online Review: Do Consumers Use Them?. Advances in Consumer Research, 28, 129-133.
Chaiken, S. (1979). Communicator physical attractiveness and persuasion. Journal of Personality and Social Psychology, 37(8), 1387-1897.
Clark, Ronald A. & Ronald E. Goldsmith, (2006). Interpersonal influence and consumer innovativeness. International Journal of Consumer Studies, 30(1), 34-43.
Coovert, M. D. & Reeder, G. D. (1990). Negative effects in impression formation: The role of unit formation and schematic expectations. Journal of Experimental and Social Psychology, 26, 49-52.
Crowley, Any E. & Wayne D. Hoyer (1994). An integrated framework for under standing two-sided persuasion. Journal of Consumer Research, 20, 561-574.
Danko, W D., & MacLachlan, J. M. (1983). Research to accelerate the diffusion of a new invention. Journal of Advertising Research, 23, 39-42.
Dickerson, M. D., & Gentry, J. W. (1983). Characteristics of adopters and non-adopters of home computers. Journal of Consumer Research, 10(September), 225-235.
Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisement. Journal of Consumer Research, 10(June), 45-60.
Elliott, K. M. (2002). Understanding consumer-to -consumer influence on the web, Doctoral Dissertation, Duke University.
Engel, J. E., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. Journal of Marketing, 33, 9-15.
Gatinon, Hubert & Thomas S. Robertson (1985). A propositional inventory for new diffusion research. Journal of Consumer Research, 11, 849-867.
Golden, Linda L. & Mark I. Alpert (1987). Comparative analyses of the relative effectiveness of one-sided and two-sided communications for contrasting products. Journal of Advertising, 16, 18-28.
Goldsmith, Ronald E., (2001). Using the domain specific innovativeness scale to identyfy innovative internet consumers. Internet Research; Electronic Networking Applications and Policy, 11(2), 149-158.
Goldsmith, Ronald E., Franҫois d'Hauteville, & Leisa R. Flynn (1996). Theory and measurement of consumer innovativeness: A Traditional Evaluation. European Journal of Marketing, 32(3/4), 340-353.
Greenberg, G. S., Heeter, C., D'Alessio, D., & Sipes, S.(1988). Cable and noncable viewing style comparisons(pp. 207-225). In C. Heeter & B. S. Greenberg(eds.). Cable viewing. HJ: Abelx Publishing Company.
Hirschman, E. (1980). Innovativeness, novelty seeking and consumer creativity. Journal of Consumer Research, 7, 283-295.
Hoffman, D. & Novak, T. (1997). A new marketing paradigm for electronic commerce. The Information Society, 13(1), 43-54.
Insko, C. A. (1967). Theories of Attitude Change, Appleton-Century Crofts.
Kamins, Michael A. & Henry Assael (1987). Two-sided versus one-sided appeals: A cognitive perspective on argumentation, source derogation, and the effect of disconfirming trial on belief change. Journal of Marketing Research, 24(February), 29-39.
Krguman, D. (1985). Evaluating the audiences of the new media. Journal of Advertising, 14(4), 14-19.
Li, S-C., & Yang, S-C (2000). Internet shopping and its adopters: Examining the factors affecting the adoption of Internet shopping. Paper presented at the 35 Anniversary of International Conference of 'Communication Frontiers in the New Millennium', The Chines University of Hong Kong, Hong Kong.
Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man and Cybernetics (Part A), 30(4), 421-432.
Lin, C. A. (1998). Exploring personal computer adoption by dynamics. Journal of Broadcasting and Electronic Media, 42(1), 95-112.
Lin, C. A., & Jeffres, L. W. (1998). Factors influencing the adoption of multimedia cable technology, Journalism and Mass Communication Quarterly, 75(2), 341-352.
Maheswarnan, D. & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27(August), 361-367.
McGuire, J. H. (1969). Limiting sage surface temperature of combustible materials. Fire Technology, 5(3), 237-241.
Midgley, D. F. & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4, 129-142.
Oberndorf, S. (2000). When is a virus a good thing?. Catalog Age, 17(1), 43-44.
Richins, M. L. (1983). Negative word of mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68-78.
Rieh, Soo Young & Nicholas J. Belkin (1998). “Understanding judgment of information quality and cognitive authority in the WWW,” in Cecilia M. Preston ed., ASIS 1998: Procedings of the 61st Annual Meeting, 35, 279-289.
Robertson, T. S, Zielinski, J., & Ward, S. (1984). Consumer Behavior, Glenview, IL: Scott, Foresman and company.
Rogers, E. M. (1995). Diffusion of innovation. (4th ed.). New York: The Free Press.
Schwartz, E. (1998). O.K., retailers. Why do your own marketing when you can make 100,000 other web sites do it for you?. New York Times, Aug 10, 3.
Skowronski, J. J. & Carlston, D. E. (1989). Negativity and extremity in impression formation: A review of explanations. Psychological Bulletin, 105(January), 131-142.
Stauss, B. (1997). Global word of mouth: Service bashing on the internet is a thorny issue. Marketing Management, 6(3), 28-30.
Swinyard, William R. (1981), The interaction between comparative advertising and copy claim variation. Journal of Marketing Research, 18(May), 175-186.
Tseng, S. & Fogg, B. J. (1999). Credibility and computing technology. Communications of the ACM, 42(5), 39-44.
Voss, Phillip Jr. (1984). Status shifts to peer influence. Advertising Age, May, 17.
Weinberger, Marc G. & Dillon, W. R. (1980). The effects of unfavorable product rating information. Advances in Comsumer Research, 7, Mi: Association for Consumer Research, 528-532.
Wilson, E. J. & Sherrel, D. L. (1993). Source effect in communication and persuasion research: A meta-analysis of effect size, Academy of Marketing Science, 21(2), 101-112.