.png){kind=logo}
ISSN : 1229-8778
While reviewing the prior studies on online review effect, this study raised the need to control the degree of impact by online review’s direction and type at the same level and reanalyzed the main and interaction effects between direction and type of online review and hypothesized and tested moderating effects of the temporal distance. For this purpose, this study conducted prior research to control the degree of direction and type effects and employed 2(positive and negative)*2(factual and evaluative)* 2(nearby and distant) experimental design(between subjects design) to test the hypotheses. The results showed that the effects of positive and negative review on brand attitude and purchase intention was significantly positive and negative, and the negative impact of negative review was greater than positive impact of positive review. We also found the interaction effects between direction and type of online review and moderating effects of temporal distance. Finally, we discussed the academic and managerial implications from the research results and suggested future research directions with the recognized limitations of this study.
김난도 (2017). 트렌드 코리아 2017. 미래의창.
김소현 (2013). 온라인 구전정보는 소비자 설득을 위한 정보인가? 가치있는 정보인가?. 광고연구, 96, 7-46.
김종훈 (2013). 외식고객의 레스토랑 선택요인에 대한 중요도와 만족도에 관한 연구. 관광연구, 28(1), 173-188.
김창호, 황의록 (1997). 구전정보의 특성과 구전효과의 관계, 광고연구, 35, 55-77
박은아 (2007). 온라인 사용후기가 구매의사결정에 미치는 효과: 후기방향성, 브랜드 인지도, 제품유형에 따른 차이. 광고학연구, 18(5), 8-9.
박철, 정수연 (2006). 온라인 소비자 구전에 대한 내용분석: 사이트 유형과 제품 유형에 따른 차이를 중심으로. 광고연구, 70, 91- 118.
박찬, 유창조 (2007). 온라인에서 구전커뮤니케이션이 상표평가에 미치는 영향에 관한 연구: 상표 사용후기와 댓글을 중심으로. 소비자학연구, 17(1), 77-93.
서보밀 (2013). 온라인 소셜 네트워크의 특성과 사용자의 이용 목적에 대한 탐색적 연구: 싸이월드, 페이스북, 트위터 간의 비교를 중심으로. 한국데이타베이스학회, 20(2), 109-125.
서현진, 이규혜 (2013). 온라인 구매후기의 방향성과 평가내용이 패션상품에 대한 소비자 태도에 미치는 영향, 복식문화학회, 21(3), 440-451.
손진아, 이은영 (2007). 인터넷 의류쇼핑에서 온라인 구전정보특성 중 방향성과 동의성이 소비자 구매행동 변화에 미치는 영향. 한국의류학회지, 31(8), 1157-1167.
송인학, 박세영 (2009). 메시지 긍정, 부정 프레이밍과 시간 프레임에 따른 광고효과. 사회과학연구, 20(3), 135-140.
오정학, 고호석 (2009). 중요도 만족도 변환지수를 이용한 패밀리 레스토랑 선택송성 만족도와 고객충성도. 외식경영연구, 12(4), 193-216.
이주양, 장필식 (2013). 메시지 방향성과 유형이 SNS 구전에 미치는 영향, 한국디지털정책학회, 11(6), 129-135.
이현선, 리대룡 (2004). 구전으로서 온라인 사용 후기의 효과에 관한 연구. 홍보학연구, 8(2), 234∼268.
이태민, 박철 (2006). 온라인의 방향성과 유형이 구매영향력에 미치는 효과: 한국과 미국의 국제비교. 마케팅연구, 21(1), 29-56.
이정실 (2006). AHP를 이용한 호텔 레스토랑 선택속성의 우선순위분석. 관광연구, 21(3), 81-95.
전성률, 박현진 (2003). 부정적 구전정보의 유형에 따른 구전효과의 차이에 관한 연구. 소비자학연구, 14(4), 21-44.
조영, 김세범 (2014). 온라인 구전의 방향성과 유형이 구매의도에 미치는 영향, 한국경영학회, 2014(8), 280-304
Agrawal, N., & Wan, E. W. (2009). Regulating Risk or Risking Regulation? Construal Levels and Depletion Effects in The Processing of Health Messages. Journal of Consumer Research, 36, 448-462.
Bargh, & John, A. (1992). Why Subliminality Does Not Matter to Social Psychology: Awareness of the Stimulus versus Awareness of Its Influence. Perception without Awareness, New York: Guilford, 236-255.
Bickart, B., & Schindler, R. M. (2001). Internet Forums as Influential Sources of consumer Information. Journal of Interactive Marketing, 15(3), 31-40.
Chandran, S., & Menon, G. (2004). When a Day Means More Than a Year: Effects of Temporal Framing on Judgments of Health Risk. Journal of Consumer Research, 31(2), 375-389.
Chatterjee, P. (2001). Online Review: Do Consumers Use Them?. Advances in Consumer Research, 28, 129-133.
Chen, Y., & Jinhong, X. (2004). Online Consumer Review: A New Element of Marketing Communications Mix. Managem- ent Science, 54(3), 477-491.
Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Review. Journal of Marketing Research, 43(3), 345-354.
Chiou, J. S., & Cheng, C. (2003). Should a Company Have Message Boards on Its Web Sites?. Journal of Interactive Marketing, 17(3), 50-61.
Doh, S. J., & Hwang, J. S. (2009). How Consumers Evaluate eWOM Messages. Cyber Psychology and Behavior, 12(2), 193-197.
Fiske, S. T. (1980). Attention and Weight in Person Perception: The Impact of Negative and Extreme Information. Journal of Personality and Social Psychology, 38(6), 889-906.
Gershoff, A. D., Mukherjee, A., & Mukhopadhyay, A. (2003). Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects. Journal of Consumer Psychology, 13(1/2), 161-170.
Hennig-Thurau, T., & Walsh, G. (2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on Internet. International Journal of Electronic Commerce, l8(2), 51-74.
Higgins, E. T. (1997). Beyond Pleasure and Pain. American Psychologist, 52(12), 1280-1300.
Holbrook, M. B. (1978). Beyond Attitude Structure. Journal of Marketing, 15, 546-556.
Josang, Audun., Rosalan Ismail, & Colin Boyd (2007). A Survey of Trust and Reputation Systems for Online Service Provision. Decision Support Systems, 43(2), 618-644.
Kim, Zhang, & Li (2008). Effect of Temporal Social Distance on Consumer Evaluations. Journal of Consumer Research, 35(4), 706-713.
Lee, K. T., & Koo, D. M. (2012). Effects of Attribute and Valence of e-WOM on Message Adoption: Moderating Roles of Subjective Knowledge and Regulatory Focus. Computers in Human Behavior, 28(5), 1974- 1984.
Liberman, N., & Trope, Y. (1998). The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions: A Test of Temporal Construal Theory. Journal of Personality and Social Psychology, 75(1), 5-18.
Liberman, N., Trope, Y., Mccrea, S. M., & Sheman, S. J. (2007). The Effect of Level of Construal on The Temporal Distance of Activity Enactment. Journal of Experimental Social Psychology, 43(1), 143-149.
Martin, Brett, Gnoth, Juergen, & Strong Carolyn (2009). Temporal Construal in Advertising: The Moderating Role of Temporal Orientation and Attribute Importance in Consumer Evaluations. Journal of Advertising, 38(3), 5-19.
Mogilner, C., Aaker, J. L., & Pennington, G. L.(2008). Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention. Journal of Consumer Research, 34(1), 670∼681.
Pham, M. T., & Avnet, T. (2004). Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion. Journal of Consumer Research, 30(4), 503-518.
Rozin, Paul & Royzman, Edward B. (2001). Negativity Bias, Negativity Dominance, and Contagion. Personality and Social Psychology Review, 5(4), 296∼320.
Showronski, J., & Carlston, D. E. (1989). Negativity and Extremity in Impression Formation: A Review of Explanations. Psychological Bulletin, 105(1), 131-142.
Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?, Journal of Interactive Marketing, 18(1), 38-52.
Tiffany A. ITO, Jeff Larsen, Kyle Smith, Jhon T Cacioppo. (1998). Negative Information Weighs More Heavily on the Brain. Journal of Personality and Socual Psycholgy, 75(4), 887-900
Trope, Y., & Liberman, N. (2000). Temporal Construal and Time Dependent Change in Preference. Journal of Personality and Social Psychology, 79, 876-889.
Trope, Y., & Liberman, N. (2003). Temporal Construal. Psychological Review. 110(3), 403- 421.
Trope, Y., Liberman, N. & Wakslak, C. (2007). Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior. Journal of Consumer Psychology, 17(2), 83-95.
Yang, S., Hu, M., Winer, R. S., Assael, H., & Chen, X.(2012). An Empirical Study of Word-of-Mouth Generation and Consumption. Marketing Science, 31(6), 952-963.