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ISSN : 1229-0653

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Vol.18 No.2
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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.
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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

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한국심리학회지: 사회 및 성격

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