Research on the difference of verbal effect on sequences of positive indication and negative indication of verbal message : Based on replies on shopping mall

온라인 구전의 긍정 또는 부정 제시 순서에 따른 커뮤니케이션 효과

Previous research on negative contents of verbal message being more influential has a two broad streams as impression formation theory and negative information having an more diagnostic informational value. Therefore, this research was intended to obtain consistent results from researches by message frame segmentation of verbal message and to determine the medium of verbal message. It was proven from the research that objects influencing verbal message are being effected by the participation ratio of products and the positive indication is having more meaningful difference than the negative indication statistically unlike to the results of previous researches. Unlike just a biased positive message or negative message as the result of previous research, it was proven that the positive indication is influential regardless of sequences according to participation ratio and site participation in case of positive and negative being existing together.