네이티브 광고의 댓글 방향성과 소구유형이 설득 저항, 메시지 태도, 구전 의도에 미치는 영향

초록

This study explores the effect of comment direction in relation to negativity bias in a different way than previous studies. We set comment directionality as the difference in the ratio of positive to negative comments and used a control condition with no comments as a baseline. Due to negativity bias, we hypothesized that the impact of negative comments would be the lowest persuasive effect in the negative direction compared to the control condition, and that the positive direction would be somewhere between the control and negative direction. We also predicted that these results would be relatively more pronounced in the rational than in the emotional appeal of the antecedent message. The study was conducted as an online experiment, with the comment orientation (3: control/positive/negative) and the type of antecedent message (2: rational/emotional) between-group design. The experiment was conducted with a total of 300 participants, using a genderand age-matched randomization sample. The main effect of comment direction revealed significant differences between the control condition and the negative direction on the predicted persuasion resistance, message attitudes, and word-of-mouth intentions, with the positive direction falling in between. An interaction between comment direction and appeal type was found for the outcomes of persuasion resistance and message attitude, with the predicted effect of negative comments being stronger in the rational type. This study provides theoretical insights into the effects of comment direction in light of negativity bias and persuasion knowledge theory, and practical implications for decisions regarding comment allowance.

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