당장 필요한 상품을 구매하려 정보를 탐색할 때와, 미래에 필요한 상품을 구매하려 정보를 탐색할 때 시간의 효과에 따라 구전 정보의 영향력은 달라질 수 있다. 본 연구에서는 구매와의 시간적 거리에 따라 소비자의 정보 수용이 어떻게 달라지는지를 해석수준이론을 바탕으로 분석하여 구전 커뮤니케이션에서 심리학적 측면들이 의미 있게 활용될 수 있는 방향을 고찰해보고자 하였다. 해석수준에 대한 선행연구를 통해 구매와의 시간적 거리와 구전 정보원과의 사회적 거리가 매칭 될 때 구전이 더 효과적일 것이라 예상할 수 있다. 이에 페이스북 친구를 사회적 거리가 가까운 구전 정보원으로, 블로거를 사회적 거리가 먼 정보원으로 설정하고, 구매와의 시간적 거리와 소비자가 구전 정보원에 느끼는 사회적 거리가 소비자의 정보 수용에 어떠한 영향을 미치는지를 살펴보았다.
Decision making can be differed by the time effect, for example, a difference is shown between information seeking for the product you need right away, and information seeking for the product needed in the future. Based on the construal level theory, it can be expected that eWOM(electronic word of mouth) would be more effective, when the temporal distance between the purchase matches the social distance between the eWOM informants. Distinguishing Facebook friends as eWOM informants with a close social distance and bloggers as eWOM informants with a far social distance, this study examined how the temporal distance between the purchase and the social distance between the eWOM sources affect the choice of the consumer.
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