학술논문
온라인 추천시스템의 신뢰도가 브랜드 태도에 미치는 영향: 제품 유형의 조절효과를 중심으로
Exploring the Influence of Online Recommendation Credibility on Brand Attitude: The Moderating Role of Product Type
Exploring the Influence of Online Recommendation Credibility on Brand Attitude: The Moderating Role of Product Type
Document Type
Article
Author
Source
사회과학연구 / Songdo journal of social sciences. Aug 30, 2020 13(2):7
Subject
Language
Korean
ISSN
2234-7704
Abstract
본 연구는 소비자들이 온라인 추천 시스템에 대한 반응을 살펴보기 위해 귀인이론을 적용하여 인지된 전문성, 신뢰성, 브랜드 태도, 구매의도 관계를 탐색하였다. A 2 (추천유형 : 전문가 vs. 소비자 후기)X 2(제품유형:경험재 vs. 탐색재) 실험을 실시하였다. 진실성 및 전문성과 신뢰도는 태도에 긍정적인 영향을 미쳤으며 제품에 대한 긍정적인 태도는 온라인 추천시스템에서 추천한 브랜드의 구매의향과 정관계를 보였다. 하지만, 제품 유형과 온라인 추천시스템 유형의 상호작용 효과는 통계적으로 유의한 차이가 발견되지 않았다. 연구결과는 온라인 추천시스템에 대한 학문적인 시사점과 실무적인 시사점을 함께 제시하였다.
This study measures attitude, purchase intentions, and brand credibility to investigate how consumers make attributions about different types of online recommendation systems regarding their product knowledge and product involvement. A 2 (recommendation systems: Expert vs. Customer Review) X 2(product type: experience vs. search) experiment was conducted to investigate the phenomenon. A significant positive influence of credibility (trustworthiness and expertise) on attitude was found in the results. Positive attitude towards a recommended brand generated positive purchase intention. However, no significant effect of interaction between product type and recommendation system type was found in the analysis.
This study measures attitude, purchase intentions, and brand credibility to investigate how consumers make attributions about different types of online recommendation systems regarding their product knowledge and product involvement. A 2 (recommendation systems: Expert vs. Customer Review) X 2(product type: experience vs. search) experiment was conducted to investigate the phenomenon. A significant positive influence of credibility (trustworthiness and expertise) on attitude was found in the results. Positive attitude towards a recommended brand generated positive purchase intention. However, no significant effect of interaction between product type and recommendation system type was found in the analysis.