Earticle

초록

영어

This study investigates the effects of a two-sided message on product attitude and purchase intention by using a message structure variable, such as attribute importance in the context of online consumer reviews (OCRs). Study 1 explains the previous inconsistent results of a two-side message by comparing a one-side message and a two-side message by using the attribute importance in negative reviews. Study 2 determines the reasons for the inconsistent results of a refutational two-sided message research by using the attribute importance in negative reviews and website trust. Two experiments are designed to test our hypotheses. The first experiment is a 2×2 factorial design with 84 participants. The second experiment uses a 2×2×2 factorial design with 196 participants. In study 1, two-sided OCRs are more credible than one-sided OCRs, and two-sided OCRs that use low important attributes are more effective in making favorable product attitude/purchase intention. In study 2, refutational two-sided OCRs that use high attribute importance render positive effects on product attitudes in trustworthy websites. However, the refutation could negatively affect product attitude/purchase intention in low trustworthy websites.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Literature Review
  2.1. Online Consumer Reviews
  2.2. Two-sided Message Theory
 Ⅲ. Study 1 - One-sided OCRs vs. Two-sided OCRs with attribute importance
  3.1. Study 1 - Research Hypothesis
  3.2. Study 1 - Research Method
  3.3. Study 1 - Results
 Ⅳ. Study 2 - Refutational Two-sided OCRs vs. Non-Refutational Two-sided OCRs in Different Levels of Website Trust
  4.1. Study 2 - Research Hypothesis
  4.2. Study 2 - Research Method
  4.3. Study 2 – Results
 Ⅴ. Discussion
  5.1. Results Summary
  5.2. Academic Contributions
  5.3. Practical Implication
  5.4. Limitation and Future Research
 
 

저자

• Jumin Lee [ Associate Professor, e-business department in Kyung Hee Cyber University, Korea ]
• Se-Bum Park [ Associate Professor, Marketing at the School of Business, Yonsei University, Korea ]
• Sangwon Lee [ Associate Professor, Division of Information and Electronic Commerce, Wonkwang University, Korea ] Corresponding Author

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