온라인 상품평의 좋아요 수와 사진의 포함여부가 상품평 유용성 지각과 상품태도에 미치는 영향

초록

While the objective characteristics of the word-of-mouth information may affect its effectiveness, other people's evaluations of reviews, such as ‘likes’ may also affect the effectiveness of word-of-mouth information differently.This means that it is necessary to explore the role of social factors on the effectiveness of word-of-mouth along with the objective characteristics of word-of-mouth. Therefore, this study explored how the number of likes (high, low) and the format (text, text+photo) of online product reviews affect the perceived usefulness of word-of-mouth information and attitude toward products through an experiment with university students. The results showed that the number of likes on online reviews and the information format had significant main effects on the perceived usefulness of reviews.In the analysis of product attitude, a significant interaction between these two independent variables was found. These results suggest that product attitudes are more deliberative than review usefulness perceptions, and that the most positive product attitudes are formed under the most persuasive conditions. This study is significant in that it examines the role of photos, which have become increasingly popular in online reviews, alongside the role of social factors (number of likes) in reviews. The results also have practical implications in that they suggest under what conditions these factors can have a greater impact on product attitudes.

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