Earticle

초록

영어

New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons’ purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person’s preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions–is always positive WOM generating positive effect? What if the movie isn’t the person’s favorite genre? What if the person who is very self-assertive so doesn’t take other’s opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, ‘Naver Movie’. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user’s perceptions of online WOM information that determined users’ adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can’t agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users’ preference occurs, perceived self-efficacy significantly decreases customers’ perception of usefulness. And this perception of usefulness plays an important role in determining users’ intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users’ personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.

목차

Abstract
 Ⅰ. 서론
  1.1 연구의 배경
  1.2 연구의 목적
 Ⅱ. 이론적 논의
  2.1 온라인 구전 커뮤니케이션
  2.2 연구 가설
 Ⅲ. 연구방법
  3.1 개념적 모델
  3.2 실험 설계
  3.3 연구 모델
 Ⅳ. 연구 결과
  4.1 측정항목의 평가
  4.2 모형의 실증분석 결과 및 논의
 Ⅴ. 결론
  5.1 연구의 요약
  5.2 연구의 의의
  5.3 연구의 한계 및 향후 연구방향
 References

키워드

저자

• 이정현 [ Jung Hyun Lee | Master's degree graduate, school of management, Kyung Hee University ]
• 박주석 [ Joo Seok Park | Professor, school of management, Kyung Hee University ]
• 김현모 [ Hyun Mo Kim | Ph.D. Student, school of management, Kyung Hee University ]
• 박재홍 [ Jae Hong Park | Assistant Professor, school of management, Kyung Hee University ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Asia Pacific Journal of Information Systems

• 간기

  계간

• pISSN

  2288-5404

• eISSN

  2288-6818

• 수록기간

  1990~2026

• 등재여부

  KCI 등재,SCOPUS

• 십진분류

  KDC 325 DDC 658