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Korean Journal of Social and Personality Psychology

ISSN : 1229-0653

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Vol.18 No.2
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The Effect of Message Salience, Receiver's Belief and Perceived Information Value on Internet of Word-of-Mouth

Korean Journal of Social and Personality Psychology / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2004, v.18 no.2, pp.91-105


& (2004). The Effect of Message Salience, Receiver's Belief and Perceived Information Value on Internet of Word-of-Mouth. Korean Journal of Social and Personality Psychology, 18(2), 91-105.
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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

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