DOI QR코드

DOI QR Code

The Effects of Message Framing on Social Media Credibility and Behavioral Intentions

메시지 프레이밍이 소셜미디어 신뢰도 및 행동의도에 미치는 영향

  • 유병호 (유원대학교 호텔조리와인식품학부) ;
  • 황조혜 (경희대학교 호텔관광대학)
  • Received : 2018.02.26
  • Accepted : 2018.05.30
  • Published : 2018.06.30

Abstract

The purpose of this study is to investigate the effect of message framing of social media contents on social media credibility and behavioral intention and the role of customers' gourmet restaurant involvement. In this study message framing is divided into regulatory focus and message sidedness and used experimental stimulus composed of $2{\times}2$ factorial design. Also investigated the effect into the social media credibility and behavioral intention. A total of 560 valid samples were analyzed. According to the results, it was confirmed that stimuli 'two-sided / prevention' and 'one-side / promotion' framing were the most influential framing on social media credibility and behavioral intention and the social media credibility has significant effect on the behavioral intention. In this study the effect of message framing which was not widely used in the hospitality industry research was confirmed. Also the usefulness of regulatory focus and message sidedness were identified in the various research in hospitality management.

References

  1. 미래창조과학부, 한국인터넷진흥원. 2017.11. "2016년 모바일인터넷이용실태조사 요약보고서."
  2. 강나윤, 윤혜현. 2014. "레스토랑 온라인 이용후기의 메시지 측면성이 정보원 신뢰도와 레스토랑 방문의도에 미치는 영향". 호텔경영학연구, (23:4), pp. 1-22.
  3. 김기진, 성태종, 이원갑. 2011. "스마트폰 어플리케이션을 이용한 외식정보검색경험에 따른 사용용이성이 가치 및 만족에 미치는 영향의 비교연구". 외식경영연구, (14:5), pp. 113-131.
  4. 김광수. 1988. "광고에서의 프레이밍 효과: 예상이론을 중심으로". 광고학연구, (9:4), pp. 193-212.
  5. 김병석, 황조혜. 2014. "연구논문: 외식기업의 공익연계 메시지의 효과연구". 지식경영연구, (15:4), pp. 127-145. https://doi.org/10.15813/kmr.2014.15.4.007
  6. 김은혜. 2013. "메시지 프레이밍과 개인의 미래지향적 성향이 건강메시지 설득효과에 미치는 영향: 전망이론의 적용". 경희대학교 일반대학원 석사학위논문.
  7. 곽현, 박선주, 정승화, 정예림. 2015. "소셜미디어 연구의 흐름 : 경영학 관련 연구의 메타분석". 지식경영연구, (16:2), pp. 29-45. https://doi.org/10.15813/kmr.2015.16.2.002
  8. 네이버 사전. 2016. (순우리말) 맛집. Retrieved from http://kin.naver.com/openkr/detail.nhn?docId=18536
  9. 문명상, 하은호. 2004. "회귀분석". 서울: 민영사
  10. 방형욱, 최용석. 2015. "구전정보 특성이 태도 및 행동의도에 미치는 영향-소셜미디어 외식정보이용자를 중심으로". 관광연구, (30:4), pp. 73-92.
  11. 서봉군, 박도형. 2018. "심리적 소유감에 따른 메시지 프레이밍 효과: 온라인 서비스에서의 사용자 정보보안 행동을 중심으로". 지식경영연구, (19:1), pp. 1-18. https://doi.org/10.15813/kmr.2018.19.1.001
  12. 서재원. 2012. "온라인 외식정보의 네트워크 적특성에 대한 구전수용 및 확산". 관광경영연구, (16:4), pp. 163-183.
  13. 양윤, 김신혜. 2011. "메시지 틀, 조절초점, 지각된 위험이 광고메시지 태도와 구매의도에 미치는 영향". 광고학연구, (22:1), pp. 257-276.
  14. 임동진. 2011. "공공갈등관리의 실태 및 갈등해결 요인분석". 한국행정학보, (45:2), pp. 291-318.
  15. Arndt, J. 1967. "Role of product-related conversations in the diffusion of a new product". Journal of Marketing Research, (4), pp. 291-295. https://doi.org/10.1177/002224376700400308
  16. Chen, C. F., and Tsai, M. H. 2008. "Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator'. Tourism Management, (29:6), pp 1166-1171. https://doi.org/10.1016/j.tourman.2008.02.019
  17. Cheung, C. M. K., and Lee, M. K. O. 2012. "What drives consumers to spread electronic word of mouth in online consumer-opinion platform". Decision Support Systems, (53:1), pp. 218-225. https://doi.org/10.1016/j.dss.2012.01.015
  18. Eisend, M. 2006. "Two-sided advertising: A meta-analysis". International Journal of Research in Marketing, (23), pp. 187-198. https://doi.org/10.1016/j.ijresmar.2005.11.001
  19. Fogg, B. J. 2003, April. "Prominence-interpretation theory: Explaining how people assess credibility online". In CHI'03 extended abstracts on human factors in computing systems. pp. 722-723. ACM.
  20. Fornell, C., and Larcker, D. F. 1981. "Structural equation models with unobservable variables and measurement error: Algebra and statistics", Journal or marketing research, pp. 382-388.
  21. Heider, F. 2013. "The psychology of interpersonal relations". Psychology Press.
  22. Huang, C. Y., Chou, C. J., and Lin, P. C. 2010. "Involvement theory in constructing bloggers' intention to purchase travel products". Tourism Management, (31:4), pp. 513-526. https://doi.org/10.1016/j.tourman.2009.06.003
  23. Jeong, C. 2009. "Effects of exposure time to travel information sources on familiarity, destination image, and intention to visit". Doctoral Dissertation, University of Florida.
  24. Jessen, J., and Jorgensen, A. H. 2011. "Aggregated trustworthiness: Redefining online credibility through social validation". First Monday, 17(1)
  25. Kahneman, D., and Tversky, A. 2013. "Prospect theory: An analysis of decision under risk". In Handbook of the fundamentals of financial decision making : Part I (pp. 99-127).
  26. Kang, M. 2010. "Measuring social media credibility: A study on a measure of blog credibility". Institute for Public Relations.
  27. Laurent, G., and Kapferer, J. N. 1985. "Measuring consumer involvement profiles". Journal of Marketing Research, pp. 41-53.
  28. Meyerowitz, B. E., and Chaiken, S. 1987. "The effect of message framing on breast self-examination attitudes, intentions, and behavior". Journal of Personality and Social Psychology, (52:3), pp. 500-510. https://doi.org/10.1037/0022-3514.52.3.500
  29. Parente, D., and Smith, M. 2005. "Advertising Campaign Strategy". New York: General Learning Press.
  30. Rubin, V., and Liddy, E. 2006. "Assessing credibility of weblogs. In AAAI spring symposium: Computational approaches to analyzing weblogs", pp. 187-190.
  31. Whang, H., Yong, S., and Ko, E. 2016. "Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists". Journal of Business Research, (69), pp. 631-641. https://doi.org/10.1016/j.jbusres.2015.06.020