Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Cultural Backgrounds of Reviewers, Negative Emotions, and Review Helpulness: Based on Impression Management Theory

리뷰어의 문화적 배경, 부정적 감정표현, 그리고 리뷰유용성: 인상관리 이론을 중심으로

  • Jungwon Lee (Basic Science Research Institution, Chungbuk National University) ;
  • Ohsung Kim (Industry-University Cooperation Foundation, Chungbuk Pro Makercenter, Chungbuk National University) ;
  • Cheol Park (College of Global Business, Korea University )
  • 이중원 (충북대학교 기초과학연구소) ;
  • 김오성 (충북대학교 충북 Pro메이커센터 ) ;
  • 박철 (고려대학교 융합경영학부 )
  • Received : 2023.10.13
  • Accepted : 2024.03.04
  • Published : 2024.05.31
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Abstract

Online consumer reviews provide a variety of information from the customer perspective in terms of satisfaction and dissatisfaction. Negative emotional expression is a potential antecedent of review usefulness, and can also influence potential consumers' attitudes and decisions. In addition, because national culture provides a perspective from which individuals view the world and act, it is highly likely that differences in negative emotional expression will occur depending on culture. This study explores the relationship between national culture and negative emotional expression based on impression management theory and ultimately analyzes the impact on review usefulness. For empirical analysis, 16,076 reviews of 140 hotels located in Seoul were collected and analyzed using the PLS-SEM method. As a result of the analysis, it was found that power distance and masculinity culture dimensions had a positive effect on reviewers' negative emotional expressions, while uncertainty avoidance and long-term orientation had a negative effect. In addition, negative emotional expression was analyzed to have a positive effect on review usefulness even when review ratings were controlled.

온라인 소비자 리뷰는 만족과 불만족 측면에서 고객 측면의 다양한 정보를 제공한다. 부정적 감정표현은 리뷰 유용성의 잠재적 선행요인이면서, 동시에 잠재 소비자의 태도와 의사결정에도 영향을 미칠 수 있다. 또한, 국가문화는 개인이 세상을 바라보고 행동하는 관점을 제공하기 때문에, 부정적 감정표현은 문화에 따라 차이가 발생할 가능성이 크다. 본 연구는 국가문화와 부정적 감정표현 간의 관계를 인상관리 이론을 기반으로 탐색하고 궁극적으로 리뷰 유용성에 미치는 영향을 분석하고자 한다. 실증분석을 위해 서울에 위치한 140개 호텔의 리뷰 16,076개를 수집하여 PLS-SEM 방법으로 분석하였다. 분석결과, 권력거리와 남성성 문화 차원은 리뷰어의 부정적 감정표현에 긍정적인 영향을 미쳤으며, 불확실성회피 및 장기지향은 부정적인 영향을 미치는 것으로 분석되었다. 또한, 부정적 감정표현은 리뷰 평점을 통제한 상황에서도 리뷰 유용성에 긍정적인 영향을 미치는 것으로 분석되었다.

Keywords

Acknowledgement

이 논문은 2022년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2022S1A5B5A16056219).

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