신제품 UGC의 효과 연구 : 신제품 유형, 메시지 측면성, 조절초점을 중심으로

초록

The study explored the interaction effects of type of new product (really new product / incrementally new product), message sidedness(one-sided / two-sided) and regulatory focus(preventions / promotions) to determine which conditions the effect of a new product can be maximized. The results are as follows. First, the interaction effect between type of new product and message sidedness was significant. For really new product, the persuasive effect of the two-sided message was higher, whereas for incrementally new product, there was no significant difference between one-sided and two-sided message. Second, the interaction effect between type of new product and regulatory focus of consumers was significant for the product attitude. For really new product, prevention-focused individuals exhibited higher product attitude. Whereas, for incrementally new product, there was no significant difference between promotion-focused and prevention-focused individuals. We expect our findings to provide strategies to make full use of UGC for improving consumers' attitudes and purchase intentions towards new products.

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