- Volume 15 Issue 9
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How Does Media Reports Affect Consumers' Attitude toward the Telecommunication Expense?
언론보도에 따른 소비자의 이동통신비 인식에 대한 연구
- Park, Yong Wan (Barun ICT Research Center, Yonsei University) ;
- Son, Soomin (Barun ICT Research Center, Yonsei University)
- Received : 2017.05.24
- Accepted : 2017.09.20
- Published : 2017.09.28
This paper examined how consumers' attitude toward the telecommunication expense was affected by news reports through the experiment. Participants were randomly assigned to one of four group (control group, high-expense-claimed-media group, low-expense-claimed-media group, and both-exposed-media group), and asked to indicate credibility & neutrality toward media report, similarity between media report, and their own thought, their attitude toward the telecommunication expense. The result of ANOVA showed that the high-expense-claimed-media was perceived more credible and neutral than the low-expense-claimed-media. ANCOVA was conducted to eliminate the impact of similarity between media report and their own thought on the evaluation of credibility & neutrality toward media report, and the result showed that there was no difference. Also, participants evaluated the telecommunication service so expensive, regardless of what kind of media reports they were exposed. We found that consumers' prior belief, which telecommunication service was expensive, might interrupt consumers' learning process for new information from media. To resolve the social pressure about mobile service rate-cutting, it is necessary to investigate how to dampen consumers' stereotype about the telecommunication expense. The future research using the framing effect could be considerable.
Telecommunication Expense;Media Reports;Stereotype;Consumer Learning;Consumer Attitude
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