Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Do Users Always Trust More when Blog Posts are Related to the Blog's Theme?: The Degree of Relevance and Its Effect on Message Credibility

블로그의 포스트가 블로그의 테마와 관련이 있을 때 항상 더 사용자의 신뢰를 받는가?: 관련성의 정도가 메시지 신뢰성에 미치는 영향

  • Jiyeol Kim (Department of E-business, School of Business Administration, Ajou University) ;
  • Cheul Rhee (Department of E-business, School of Business Administration, Ajou University)
  • 김지열 (아주대학교 경영정보학과) ;
  • 이철 (아주대학교 경영정보학과)
  • Received : 2018.03.28
  • Accepted : 2018.06.11
  • Published : 2018.06.30
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Abstract

When people try to find restaurant information via search engine results, they look at posts not only from sites with solely restaurant reviews but also from sites with restaurant unrelated contents. This study aims to investigate whether relevance between post and blog type affects users' trust toward a review. This study also attempts to check if the above effects interact with age. We designed a restaurant review post for two different blogs: one featuring restaurant review and another that does not feature restaurant reviews. After our participants visited one restaurant review post, they answered our questionnaire. We conducted an online survey on 206 participants to test our research model. Results show that 1) the effect of relevance between post and blog type on message credibility, which is users' trust toward restaurant reviews, is not greater when posts are consistent with the theme of a blog. 2) Among users who are over 30 years old, relevance between post and blog type moderates the relationship between media skepticism, which is users' feeling of mistrust toward blog, and belief in expertise, that is, users' belief that the review post provides sufficient restaurant information. 3) Users' perceived value of the restaurant review post mediates the relationship between users' belief in the expertise in a post and users' intention to seek additional information.

검색엔진을 통해서 맛집(레스토랑)에 대한 정보를 찾는 경우 유저들은 맛집을 주제로 한 블로그에 있는 맛집 리뷰 포스트만이 아니라 맛집이 아닌 다른 것들을 주제로 한 블로그에 위치한 맛집 리뷰 포스트에도 방문할 수 있다. 이 연구의 목적은 검색 엔진을 통해 맛집 리뷰 포스트에 방문 했을 때 포스트와 블로그의 주제 사이의 관련성이 해당 맛집 리뷰에 대한 유저의 신뢰에 영향을 미치는지를 알아보는 것이다. 또한, 우리는 유저의 연령이 이 결과에 영향을 미치는 지도 알아보려고 한다. 이 연구를 위해서 우리는 동일한 맛집 리뷰 포스트가 있는 2개의 다른 주제를 가진 블로그들을 제작하였다. 하나는 포스트와 블로그 주제 간의 관련성 높은 맛집을 주제로 한 블로그이고, 다른 하나는 포스트와 블로그 주제 간의 관련성 낮은 맛집을 주제로 하지 않은 블로그다. 실험참가자들은 2개의 그룹으로 나누어져 각각 다른 블로그에 있는 동일한 맛집 리뷰를 방문한 후 설문 조사에 응답했다. 이 연구는 총 206명의 실험 참가자들을 대상으로 한 온라인 설문 조사를 통해 연구를 검증했다. 본 연구의 결과는 1) 리뷰 포스트와 블로그 주제의 관련성의 높고 낮음에 따라서는 두 그룹 간의 메시지 신뢰도(리뷰에 대한 유저의 신뢰)에 큰 차이가 없었으며 2) 30세 이상 유저 그룹에서는, 포스트와 블로그 주제 간의 관련성이 유저의 블로그에 대한 매체 의구심과 전문성(리뷰 포스트가 충분한 레스토랑 정보를 제공한다는 유저의 믿음) 사이의 관계에서 조절 효과를 보였으며 3)맛집 리뷰에 대한 유저의 지각된 가치는 전문성과 추가적인 정보를 검색하려는 의도 간의 관계에서 매개 효과가 있는 것으로 검증되었다.

Keywords

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