ISSN : 1229-8778
본 연구에서는 인터넷 쇼핑에서 타인의 사용후기가 어떻게 소비자의 제품에 대한 평가와 구매의도에 영향을 미치는지에 대해 알아보았다. 연구 결과는 여성이 남성보다 제품사양에 대한 정보보다 다른 소비자가 작성한 사용후기에 기초해서 제품에 대해 평가하고 구매의도를 결정하는 경향이 더 강하다는 것을 보여준다. 논의에서는 타인의 판단에 대한 민감성에 있어서 성차의 역할과, 이것이 소비자 심리학에 시사하는 점에 대해 살펴보았다.
The present study examines how online reviews of a given product affect consumer evaluation and purchase intention in internet shopping. The results show that females are more likely than males to base their product evaluation and purchase intention on other consumers' online reviews rather than product attribute information. The role of gender differences in influenceability and its implications for the field of consumer psychology are discussed.
매일경제, (2005) 사용후기 읽고 물건구입 ‘트윈슈머’ 뜬다 (2005. 8. 25) ,
매일경제, (2005) ‘신세대 소비백서 5’ [LG硏] (2005. 10. 6) ,
양윤 ; 백수원, (2003) 인터넷 쇼핑에서의 지각된 위험과 소비자 특성, 한국심리학회지: 소비자⋅광고
이현선 ; 리대룡, (2004) 구전으로서 온라인 사용 후기의 효과에 관한 연구, 홍보학연구
정수연, (2005) 온라인구전에 관한 내용분석: 몰유형과 제품유형에 따른 차이를 중심으로, 한국경영정보학회 춘계학술대회 논문집
홍종필, (2004) 구매 제품유형을 중심으로 살펴본 인터넷 쇼핑에 영향을 미치는 소비자 지각 요인에 관한 연구, 한국심리학회지: 소비자⋅광고
Baron, R. S, (1996) The forgotten variable in conformity research: Implicit of task importance on social influence, Journal of Personality and Social Psychology
Brehm, J. W, (1966) A theory of psychological reactance, New York: Academic Press
Brown, J. J, (1987) Social ties and word-of mouth referral behavior., Journal of Consumer Research
Cialdini, R. B, (1991) A focus theory of normative conduct: A theoretical refinement and reevaluation of the role of norms in human behavior , Advances in experimental social psychology
Cialdini, R. B, (1998) Social influence: Social norms, conformity, and compliance ; The handbook of social psychology (4th ed., Vol. 2), New York: McGraw-Hill
Davis, H, (1974) Perception of marital roles in decision processes , Journal of Consumer Research
Eagly, A. H. , (1987) Sex differences in social behavior: A social-role interpretation , Hillsdale, NJ: Erlbaum
Eagly, A. H, (1981) Sex of researchers and sex-typed communications as determinants of sex differences in influenceability: A meta-analysis of social influence studies, Psychological Bulletin
Eagly, A. H, (1992) Gender and the evaluation of leaders, Psychological Bulletin
Engel, J. E, (1969) How information is used to adopt an innovation, Journal of Advertising Research
Fiedler, F. E. , (1967) A theory of leadership effectiveness, New York: McGraw-Hill
Fischer, E, (1990) More than a labor of love: Gender roles and Christmas gift shopping, Journal of Consumer Research
Hall, J. A. , (1984) Nonverbal sex differences: Communication accuracy and expressive style, Baltimore: Johns Hopkins University Press
Herr, P. M, (1991) Effects of word-of-mouth and product- attribute information on persuasion: An accessibility-diagnosticity perspective, Journal of Consumer Research
Iacobucci, D, (1993) Gender differences in the impact of core and relational aspects of services on the evaluation of services encounters, Journal of Consumer Psychology
Inderlied, S. D, (1979) Sex-role identity and leadership style: Different labels for the same concept? , Sex Roles
Levine, J. M, (2000) Development of strategic norms in groups, Organizational Behavior and Human Decision Processes
Meyers-Levy, J. , (1989) Gender differences in information processing. ; Cognitive and affective responses to advertising, MA: Lexington Books
Sherif, M, (1936) The psychology of social norms, New York: Harper
Tesser, A, (1983) The role of social pressure, attention to the stimulus, and self-doubt in conformity, European Journal of Social Psychology
Tesser, A, (1977) Cognitive schemas and thought as determinants of attitude change, Journal of Experimental Social Psychology
.png){kind=logo}