경영정보학연구 (Information Systems Review)

  • 제23권3호
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  • Pages.25-50
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  • 2021
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  • 2982-6551(pISSN)
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  • 2982-6837(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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강조된 리뷰 노출 방식에 따른 소비자 행동 연구: 리뷰의 유용성과 회의감을 중심으로

The Effects of Highlighted Review Type on Consumer's Perception and Behavior: Focusing on Review Usefulness and Skepticism

  • 김준호 (연세대학교 경영대학) ;
  • 임일 (연세대학교 경영학과 ) ;
  • 김태영 (연세대학교 경영대학)
  • Junho Kim (School of Business, Yonsei University) ;
  • Il Im (School of Business, Yonsei University) ;
  • Taeyoung Kim (School of Business, Yonsei University)
  • 투고 : 2021.03.02
  • 심사 : 2021.05.31
  • 발행 : 2021.08.31
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초록

지금까지 많은 리뷰 연구가 이루어져 왔음에도 불구하고 소비자들이 남긴 리뷰들 중 대표적인 리뷰의 위치나 크기를 소비자들이 인식할 수준만큼 강조하는 리뷰, 이른바 강조된 리뷰에 대한 연구는 부족한 실정이다. 본 연구는 강조된 리뷰의 노출 방식에 따른 소비자들의 인식 차이를 확인하는 것이 주된 목표이다. 이를 위해 가상의 온라인 리뷰 페이지를 제작하여 최종적으로 강조된 리뷰가 없는 이미지를 보여주는 집단 23명, 긍정적으로 강조된 리뷰만 노출하여 보여주는 집단 61명, 그리고 긍정적으로 강조된 리뷰와 부정적으로 강조된 리뷰를 모두 노출하여 보여주는 집단 87명을 대상으로 분석하였다. 분석 결과, 강조된 리뷰의 노출 방식에 따른 차이는 리뷰의 유용성 측면에서는 유의한 수준으로 유용성에 양의 상관관계가 나타났으나, 회의감에는 유의한 영향을 주지 않았다. 또한 리뷰의 유용성과 플랫폼 신뢰도와는 유의한 양의 상관관계, 리뷰의 회의감과 플랫폼 신뢰도와는 유의한 음의 상관관계가 나타났으며, 최종적으로 플랫폼 신뢰도와 사용 의도와의 관계는 유의한 수준으로 긍정적인 영향을 미쳤다. 모든 분석 결과에서 상품군에 따른 차이는 거의 없었다. 이를 통해, 온라인 쇼핑몰의 리뷰를 설계할 때 잠재적인 소비자들의 사용 의도 및 신뢰도를 높이기 위해서 긍정적으로 강조된 리뷰와 부정적으로 강조된 리뷰를 모두 보여주는 것이 중요하다는 점을 시사할 수 있다.

Though there have been a lot of studies about online product review, the effects of highlighted reviewhave not been examined enough. Highlighted review is a type of review that the platform designer changes its size or position in order to highlight without any sponsorship or incentive. The main subject of this study is about how highlighted review type affects consumer's perception and behavior in online information acquisition. We collected data from 171 subjects to test hypotheses. Using three different types of screen captures, we compared three groups - general review group, positive highlighted review only group, and both positive and negative highlighted review group. As a result, disclosing both of positiveand negative highlighted review was perceived more useful than disclosing only positive highlighted review. However, correlation between highlighted review type and review skepticism was not statistically significant. The impacts of review usefulness and skepticism on platform credibility were statistically significant, and the correlation between platform credibility and usage intention was also significant. All of results is almost similar across two product types, search goods and experiential goods. This research provides practical implications to online shopping platform designers when they design review systems to make people use their platforms.

키워드

과제정보

이 논문은 2021년도 '4단계 두뇌한국21 사업(4단계 BK21 사업)에 의하여 지원되었음.

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