바로가기메뉴

본문 바로가기 주메뉴 바로가기

ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
사전등록 바로가기
 

logo

ISSN : 1229-0653

논문 상세

이전 다음
논문 투고

Vol.18 No.2

Citation Share

메시지의 현출성과 수용자의 신념 및 지각된 정보가치가 구전의도에 미치는 영향

The Effect of Message Salience, Receiver's Belief and Perceived Information Value on Internet of Word-of-Mouth

한국심리학회지: 사회 및 성격 / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2004, v.18 no.2, pp.91-105
김재휘 (중앙대학교)
김지홍 (중앙대학교)
김재휘, & 김지홍. (2004). 메시지의 현출성과 수용자의 신념 및 지각된 정보가치가 구전의도에 미치는 영향. 한국심리학회지: 사회 및 성격, 18(2), 91-105.

초록

본 연구는 정보 수용자가 자발적으로 구전하는 현상에 주목하여, 구전의도에 영향을 미치는 메시지의 특성만이 아니라 그 메시지를 해석하는 수용자의 특성에 대해서 살펴보았다. 구체적으로, 메시지의 현출성이 구전의도에 미치는 영향에 있어서 수용자의 신념과 메시지에 대한 지각된 정보 가치가 어떠한 역할을 하는지에 대해서 알아보았다. 이를 위해, 본 연구에서는 메시지의 특성(현출성 고/저)과 사전 신념(유해성 고/중/저) 및 지각된 정보 가치 수준(고/중/저)을 독립변인으로 하는 2개의 2×3 요인설계를 하였다. 조사 대상은 C대학에 재학 중인 210명을 대상으로, 메시지의 현출성 강도에서 차이가 나타나는 두 개의 신문 기사를 이용하여 실험을 실시하였다. 그 결과, 현출성이 낮은 메시지 보다 현출성이 높은 메시지의 경우가 구전의도가 더 높았으며, 메시지 현출성과 메시지에 대한 사전 신념 간의 상호작용효과는 나타나지 않았다. 그러나 메시지에 대한 지각된 정보 가치가 클수록 구전의도가 높았으며, 메시지의 현출성과 지각된 정보 가치 간의 상호작용은 유의미한 것으로 나타났다. 이러한 결과는, 특정 메시지가 구전을 통해 확산되는 상황에서, 메시지가 자신의 신념과는 매우 다르다고 할지라도, 메시지가 가치가 있다고 판단될 때에는 구전행동을 할 것이라고 예측할 수 있을 것이다.

keywords
the Effect of Word-Of-Mouth, the Intention of W-O-M, Message Salience, Receiver's Belief, Perceived Information Value, the Effect of Word-Of-Mouth, the Intention of W-O-M, Message Salience, Receiver's Belief, Perceived Information Value, 구전효과, 구전의도, 메시지의 현출성, 수용자의 신념, 지각된 정보 가치

Abstract

This research is dealing the effect of message character which are object of word of mouth, on WOM transmission in the process of interpretation of various messages using individual's prior cognition mainly, concentrating on voluntary transmission phenomenon. Specifically, it researches how the salience of message, experienced individually by the prior beliefs or the value of message, effects on encouraging the intention of WOM transmission. For that purpose, an experiment was controlled in two 2×3 factorial design to test hypotheses, concentrating on the character of message(salience high/low) and the prior beliefs of receptor(high/median/low), or the perceived information value(high/median/low) and was experimented on the subject of 210 undergraduates with the prior manipulated news which is only different at the intensity of salience. The results of empirical test are as follows. First, the intention of word-of-mouth was encouraged in the case of being exposed to more salient message. Second, both of the main effect and interaction between prior beliefs and messages wasn't influence on the intention of word-of-mouth in the focus of the message salience. But as messages were perceived more important and useful, the intention of word-of-mouth was enhanced accordingly. Lastly, the interaction between the intensity of message salience and information value were significantly took effect. On voluntary transmission phenomenon of the message by Word of Mouth, this results were very suggestive that the intention of word-of-mouth was lower by individual's perception as less important, useful message, even if the messages were more salient and unexpectable.

keywords
the Effect of Word-Of-Mouth, the Intention of W-O-M, Message Salience, Receiver's Belief, Perceived Information Value, the Effect of Word-Of-Mouth, the Intention of W-O-M, Message Salience, Receiver's Belief, Perceived Information Value, 구전효과, 구전의도, 메시지의 현출성, 수용자의 신념, 지각된 정보 가치

참고문헌

1.

(1988) 인상과 불일치하는 정보의 처리시관 사회심리학연구,

2.

(2003) 구전 메시지의 특성과 구전의 효과성 ,

3.

(1997) 구전정보의 특성과 구전효과의 관계 광고연구,

4.

(1998) 소비자특성과 정보특성에 따른 구전커뮤니케이션의 영향력에 관한 연구 ,

5.

(2002) 온라인 구전정보가 영화관람 의도에 미치는 영향 기대를 중심으로 ,

6.

(1995) 구전 커뮤니케이션에 관한 문헌연구 ,

7.

(1984) Assessment of covariation by humans and animals The joint influence of prior expectations current situational information,

8.

(1967) Role of product-related conversation in diffusion of a new product Journal of Marketing Research,

9.

(1985) Word of Mouth The indirect effects of marketing efforts Journal of Advertising Research,

10.

(1977) The Differential impact of abstracts concrete information on decisions Journal of Applied Social Psychology,

11.

(1990) Enhanced explanation of word of mouth communication the power of relationship Research in Consumer Behavior,

12.

(1987) Social tie and word of mouth referral behavior Journal of Consumer Research,

13.

(1982) Social psychology in the post-attributional period Review of Advances in Experimental Social Psychology,

14.

(1983) Journal of Personality and Social Psychology,

15.

(1966) How word of mouth advertising works,

16.

(1969) Word of mouth communication by the innovator Journal of Marketing,

17.

(1965) The Effect of personal influence in the selection of consumer services In Proceedings of the Fall Conference of American Marketing Association,

18.

(1957) A theory of cognitive dissonance, Stanford University Press

19.

(1980) Attention and weight in person perception The impact of negative and extreme behavior Journal of Personality and Social Psychology,

20.

(1986) Category-based vs Piecemeal-based Affective Responses Developments in Schema-triggered Affect The Handbook of Motivation and Cognition Foundations for Social Behavior, NY Guilford Press

21.

(1984) Consumer reactions to product failure Journal of Consumer Research,

22.

(1979) Personality traits and organizing principles in memory for behaviors Journal of Personality and Social Psychology,

23.

(1982) Characteristics of the cultural continuum Implications for retailing Journal of Retailing,

24.

(1951) The influence of source credibility on communication effectiveness,

25.

(1991) Effect of word of mouth and product attitude information on persuasion Journal of Consumer Research,

26.

(1989) Managing what consumer learn from experience Journal of Marketing,

27.

(1997) Product sampling and word of mouth ,

28.

(1970) Overlap of opinion leadership across consumer product categories Journal of Marketing Research,

29.

(1991) Promoting systematic processing in low motivation settings Effect of incongruent information on processing and judgment Journal of Personality and Social Psychology,

30.

(1982) The Structure of Value Accounting for Taste The 17th Annual Carnegie Symposium on Cognition,

31.

What Grabs You? The Role of Attention in Impression Formation and Clausal Attribution,

32.

(1982) An attribution explanation of the disproportionate influence of unfavorable information Journal of Consumer Research,

33.

Oliver, (1980) A cognitive model of the antecedents and consequences of satisfaction decisions Journal of Marketing Research,

34.

(1957) The Measurement of Meaning University of Illinois Press,

35.

(1991185-193) Evaluations of brand extensions the role of product feature similarity and brand concept consistency Journal of Consumer Research,

36.

(2001) Individual versus group interest violation : surprise as a determinant of argument scrutiny and persuasion. ,

37.

(1992) Determinants of word of mouth communication during product consumption Advances on Consumer Research,

38.

(1984) The Role of interpersonal sources in external search Advances on Consumer Research,

39.

(1983) Negative word-of-mouth by consumers Journal of Marketing,

40.

(1987) The role of involvement and opinion leadership in consumer word of mouth Advanced in Consumer Research,

41.

(1994) A closer look at interpersonal affect as a distinct influence on cognitive processing in performance evaluations Journal of Applied Psychology,

42.

(1983) Diffusion of Innovation, Free Press

43.

(1975192-233) Cognitive representation of Semantic Categories Journal of Experimental Psychology,

44.

(1961188-190) Postdecision affinity for incompatible information Journal of Abnormal and Social Psychology,

45.

(1972) Similarity of objective fate as a determinant of the reluctance to transmit unpleasant information Journal of Personality and Social Psychology,

46.

(1984) The Accuracy of unsolicited consumer communications as indicators of 'true' consumer satisfaction/dissatisfaction Advances in Consumer Research,

47.

(1982) The Effects of brand extension on market share and advertising efficiency Journal of Marketing Research,

48.

(1981) Some tests of associative storage and retrieval models Journal of Experimental Psychology,

49.

(1984) Methodological Techniques for the Study of Person Memory and Social Cognition Handbook of social cognition,

50.

(1992) Memory for expectancy-congruent and expectancy-incongruent information A Review of the social and social developmental literature,

51.

(1988193-210) A social psychological perspective on mental health,

52.

(1981) Measuring the Grapevine-Consumer Response and Word of Mouth,

53.

(1984) Status shifts to peer influence,

54.

(1971) Agreement and positivity in pleasantness ratings of balanced and unbalanced social situation Journal of Personality and Social Psychology,

55.

(1954) The Web of Word of Mouth,

56.

(1989) Some limits on the potency of word-of-mouth information Advances in Consumer Research,

57.

(1989) Memory and Cognition in its Social Context,

한국심리학회지: 사회 및 성격

논문 투고 OA 정책