KCI등재
구전활동이 전달자의 감정에 미치는 영향: 구전극성과 구전동기의 역할 = The Impact of Word-of-Mouth Transmission on Communicator`s Affective Responses: The Role of Word-of-Mouth Valence and Motive
저자
발행기관
학술지명
권호사항
발행연도
2011
작성언어
Korean
주제어
KDC
321.89
등재정보
KCI등재
자료형태
학술저널
수록면
77-101(25쪽)
KCI 피인용횟수
13
제공처
소장기관
구전연구의 오랜 전통에도 불구하고, 구전활동이 전달자에게 미치는 영향에 관한 연구는 거의 이루어지지 않았다. 이에 본 연구에서는 구전 이전과 비교하여 구전 이후에 전달자의 감정이 어떻게 변화하는지 실험적인 방법을 사용하여 고찰하였다. 감정조절(긍정감정의 유지와 부정감정의 회복)과 책임감 문헌이 이론적 배경으로 사용되었고, 전달자의 감정변화를 결정하는 영향요인으로서 구전의 극성과 구전동기의 초점 두 가지가 제시되었다. 본 연구의 실험결과에 의하면, 만족한 소비자가 긍정적 구전을 하면, 구전동기가 자아초점인 경우 소비자의 긍정적 감정이 강화되고, 타인초점인 경우 소비자의 긍정적 감정이 약화되는 것으로 나타났다. 반면, 불만족한 소비자가 부정적 구전을 하면, 자아초점인 경우 소비자의 부정적 감정이 약화되고, 타인초점인 경우 소비자의 부정적 감정이 강화되는 것으로 나타났다. 이러한 결과는 구전동기에 따라 구전에 포함된 감정노출의 정도가 달라지고, 그것이 감정변화에 미치는 효과가 구전극성에 따라 다른 방향으로 작용하는 기제에 의하여 일정 부분 설명되는 것으로 분석되었다. 본 연구는 이론적인 측면에서 구전현상을 이해하기 위한 새로운 시각과 결과를 제공하고, 기존의 감정조절 문헌을 구전상황으로 확장하는 이론적인 기여를 제공한다. 또한 기업이 구전마케팅 전략을 수립할 때, 구전대상인 신규고객뿐만 아니라 구전을 수행 하는 기존고객의 반응도 고려해야 함을 강조하며, 이를 위한 몇 가지 실무적인 제안을 하고자 한다.
더보기Despite its long tradition of research on word-of-mouth (WOM), little is known about the impact of WOM on communicators` responses as opposed to those of recipients. In the early literature, scholars were mainly interested in studying the critical role that WOM played in the diffusion of new products and in examining the influential effects that WOM had on various responses of its recipients(e.g., memory, involvement, attitude). They also suggested several moderators and explored potential mechanisms for those effects. On the other hand, some researchers identified what factors were related to or influenced consumers` intention to engage in WOM(e.g., satisfaction, market maven). To fill this gap in the literature, this research is to investigate how a communicator`s affect will change after compared to before engaging in WOM, using experimental approaches. Specifically, the present study differs from previous ones in (1) dealing with WOM which is more comprehensive post-purchase behavior than complaint, (2) focusing on emotions as a key determinant to a communicator`s post-WOM responses, (3) directly comparing satisfaction and dissatisfaction in a single setting, and (4) proposing the motive of WOM as a moderator. Findings from research on complaint behavior could provide some insights in understanding the research problem. For example, Nyer and Gopinath(2005) found that dissatisfied customers who made a complaint toward the company were less likely to spread negative WOM than those who did not. Also Tax, Brown and Chandrashekaran(1998) showed that if a company addressed complaints of dissatisfied customers in a fair fashion, their loyalty tended to increase (i.e., recovery paradox). Emotions were assumed to play an important role in affecting postcomplaint behavior in those studies(e.g., relief by venting). Thus, we employ emotional regulation as one of the theoretical underpinnings to derive our predictions. Emotional regulation refers to maintaining, expressing and controling emotional states(Gross 1998). It is based on hedonic principle; people are inherently motivated to maintain it when they``re in positive emotions or to recover it toward positive emotions if they``re in negative mood. There are two strategies for maintaining positive mood. First, people do avoid or do not pay attention to any information threatening current positive state. Second, they tend to recall the positive aspects of the event repeatedly(e.g., savoring). On the other hand, negative emotional recovery is closely related to the concept of catharsis suggested by Freud. He argued that psychological recovery could be obtained by venting negative emotions like anger. According to the clinical psychology literature, if an individual exposes the trauma or stressful experiences to others, his cognitive structure will be reconstructed, which reduces the frequency of intrusive thoughts. It is also known that just sharing their experiences with others provides certain benefits and value to people. However, they need to disclose or express their emotions in the communication in order to enjoy the recovery effect. The other relevant construct is accountability that can be defined as the internal expectation to justify individuals` behavior. Accountability also serves as social pressure or anxiety for people to manage their impressions in social contexts(Tetlock 1992). Individuals who feel accountable for their communication tend to follow more complex processing style. Drawing upon emotional regulation theory(i.e. affect maintenance and recovery effects) and the notion of accountability, the authors propose the valence of and motive of WOM as the determinants of the change that occurs to a communicator`s affective responses in the WOM context. The valence of WOM is directly related to appraisal of consumption experience as satisfaction or dissatisfaction, whereas the motive of WOM can be classified to be self-oriented or other-oriented. Self-oriented motives include managing one`s self-image and expressing emotions that consumers have experienced during their purchase or consumption. Other-oriented motives are that consumers engage in WOM to help their friends make the best choice. These discussions lead to the development of hypotheses. Specifically, if satisfied customers engage in WOM for self-oriented motives, they tend to attend to and express their emotions vividly during WOM. Then their positive emotions are reinforced and their self image can be boosted, which leads to increases in positive emotions. However, in other-oriented WOM, consumers would focus on objective information as opposed to emotional information. Moreover, they might feel accountable for the potential consequences of their WOM. These are likely to result in decreases in positive emotions after WOM. On the other hand, if dissatisfied customers engage in WOM by self-oriented motives, expressing and venting their negative emotions would give them the catharsis effect. Their negative emotions are likely to be reduced. For other-oriented WOM in which more factual information is transmitted, communicators would not get much emotional recovery. This combined with the elevated level of accountability would aggravate their negative emotions. We also propose that the amount of emotional disclosures in WOM and communicator``s perceptions of accountability mediate the change of emotions in WOM. We used a 2(the valence of WOM: positive vs. negative) X 2(the motive of WOM: self-oriented vs. other-oriented) X 2(time of emotions: before WOM vs. after WOM) mixed design with the first two as between-subject factors and the last as a within-subject variable. The main dependent variable was WOM communicator`s emotions. In the beginning, participants were asked to recall the most satisfied or dissatisfied consumption incidence that they had recently experienced (i.e., manipulation of WOM valence). And participants` emotional responses were measured about the recalled experience using a scale adapted from CES(Consumption Emotion Set, Richins 1997). An hour later, participants performed a WOM transmission task; they wrote a WOM message about their consumption experiences to their friends. In the instruction for this task, WOM motive was manipulated by using concrete examples of either self- or other-motives. After the WOM transmission, they completed the same scale used earlier for emotional responses. To test the main hypotheses, we ran separate analyses for each valence of WOM; repeated measures ANOVA was performed on the emotional responses with WOM motive as a betweensubjects factor and time of emotions as a within-subjects factor. The analyses produced a significant interaction between WOM motive and emotion time for both valence conditions. As to positive WOM, satisfied participants showed more positive affective responses after(vs. before) engaging in WOM if their WOM motive was self-oriented(4.61 vs. 4.97; F(1,46)=3.81, p<.10), whereas they revealed less positive emotions when their motive was other-oriented (5.01vs.4.57; F(1,46)=6.35, p<.05). As for negative WOM, dissatisfied participants`` emotions became less negative after(vs. before) WOM in self-oriented WOM(3.82 vs. 3.33; F(1,53)= 4.76, p<.05), whereas their negative emotions became stronger after other-oriented WOM(3.72 vs. 4.16; F(1,53)=4.77, p<.05). Regarding amount of emotional exposures in WOM as a potential mediator, first, participants tended to included more emotional expressions in the self- than other-oriented WOM(positive WOM condition: 1.74(self) vs. 0.96(other); F(1,46) =5.63, p<.05; negative WOM condition: 1.68(self) vs. 0.96(other); F(1,53)=7.02, p<.05). In addition, the mediation tests confirmed that the change of emotions could be attributable in part to how much a communicator expressed his feelings in the WOM transmission. The more he exposed, positive emotions became more positive, and negative emotions became less negative. However, accountability could not explain the effect as another mediator. The research findings provide a new perspective and knowledge for better understanding of WOM, and extend emotional regulation theory to the area of WOM. Emotional recovery effect in psychology has typically been examined in the context of strong private feelings like trauma. Our research demonstrate that similar effects could be observed for less intensive emotions like consumption-related ones. Moreover, we formally tested the mediation effects of emotional expressions, which had been mostly assumed in the existing literature. Lastly, we identified the motive of WOM as an important moderator that could be applicable for both positive and negative experiences. These findings also have several implication for managers. It is recommended that firms should not consider only generating positive responses from new customers(i.e., WOM recipient), but also exerting positive influences to existing customers(i.e., WOM communicator) in designing WOM marketing strategies. For example, firms should encourage satisfied customers to express their emotions vividly. Also, they need to devise reward programs for referrals to help WOM communicators relieve the psychological burden including accountability. In addition, appropriate venues or channels should be provided for dissatisfied customers to express their negative emotions easily without being exposed to other consumers.
더보기분석정보
연월일 | 이력구분 | 이력상세 | 등재구분 |
---|---|---|---|
2026 | 평가예정 | 재인증평가 신청대상 (재인증) | |
2020-01-01 | 평가 | 등재학술지 유지 (재인증) | KCI등재 |
2017-01-01 | 평가 | 등재학술지 유지 (계속평가) | KCI등재 |
2013-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2010-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2008-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2006-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2004-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2001-07-01 | 평가 | 등재학술지 선정 (등재후보2차) | KCI등재 |
1999-01-01 | 평가 | 등재후보학술지 선정 (신규평가) | KCI후보 |
기준연도 | WOS-KCI 통합IF(2년) | KCIF(2년) | KCIF(3년) |
---|---|---|---|
2016 | 1.48 | 1.48 | 1.67 |
KCIF(4년) | KCIF(5년) | 중심성지수(3년) | 즉시성지수 |
1.7 | 1.88 | 2.351 | 0.15 |
서지정보 내보내기(Export)
닫기소장기관 정보
닫기권호소장정보
닫기오류접수
닫기오류 접수 확인
닫기음성서비스 신청
닫기음성서비스 신청 확인
닫기이용약관
닫기학술연구정보서비스 이용약관 (2017년 1월 1일 ~ 현재 적용)
학술연구정보서비스(이하 RISS)는 정보주체의 자유와 권리 보호를 위해 「개인정보 보호법」 및 관계 법령이 정한 바를 준수하여, 적법하게 개인정보를 처리하고 안전하게 관리하고 있습니다. 이에 「개인정보 보호법」 제30조에 따라 정보주체에게 개인정보 처리에 관한 절차 및 기준을 안내하고, 이와 관련한 고충을 신속하고 원활하게 처리할 수 있도록 하기 위하여 다음과 같이 개인정보 처리방침을 수립·공개합니다.
주요 개인정보 처리 표시(라벨링)
목 차
3년
또는 회원탈퇴시까지5년
(「전자상거래 등에서의 소비자보호에 관한3년
(「전자상거래 등에서의 소비자보호에 관한2년
이상(개인정보보호위원회 : 개인정보의 안전성 확보조치 기준)개인정보파일의 명칭 | 운영근거 / 처리목적 | 개인정보파일에 기록되는 개인정보의 항목 | 보유기간 | |
---|---|---|---|---|
학술연구정보서비스 이용자 가입정보 파일 | 한국교육학술정보원법 | 필수 | ID, 비밀번호, 성명, 생년월일, 신분(직업구분), 이메일, 소속분야, 웹진메일 수신동의 여부 | 3년 또는 탈퇴시 |
선택 | 소속기관명, 소속도서관명, 학과/부서명, 학번/직원번호, 휴대전화, 주소 |
구분 | 담당자 | 연락처 |
---|---|---|
KERIS 개인정보 보호책임자 | 정보보호본부 김태우 | - 이메일 : lsy@keris.or.kr - 전화번호 : 053-714-0439 - 팩스번호 : 053-714-0195 |
KERIS 개인정보 보호담당자 | 개인정보보호부 이상엽 | |
RISS 개인정보 보호책임자 | 대학학술본부 장금연 | - 이메일 : giltizen@keris.or.kr - 전화번호 : 053-714-0149 - 팩스번호 : 053-714-0194 |
RISS 개인정보 보호담당자 | 학술진흥부 길원진 |
자동로그아웃 안내
닫기인증오류 안내
닫기귀하께서는 휴면계정 전환 후 1년동안 회원정보 수집 및 이용에 대한
재동의를 하지 않으신 관계로 개인정보가 삭제되었습니다.
(참조 : RISS 이용약관 및 개인정보처리방침)
신규회원으로 가입하여 이용 부탁 드리며, 추가 문의는 고객센터로 연락 바랍니다.
- 기존 아이디 재사용 불가
휴면계정 안내
RISS는 [표준개인정보 보호지침]에 따라 2년을 주기로 개인정보 수집·이용에 관하여 (재)동의를 받고 있으며, (재)동의를 하지 않을 경우, 휴면계정으로 전환됩니다.
(※ 휴면계정은 원문이용 및 복사/대출 서비스를 이용할 수 없습니다.)
휴면계정으로 전환된 후 1년간 회원정보 수집·이용에 대한 재동의를 하지 않을 경우, RISS에서 자동탈퇴 및 개인정보가 삭제처리 됩니다.
고객센터 1599-3122
ARS번호+1번(회원가입 및 정보수정)