KCI등재
Our Brand or Their Brand? Consumers’ Responses to Negative Consumer-Generated Product Reviews Regarding Domestic versus Foreign Brands
저자
Mikyoung Kim (Ewha Womans University)
발행기관
학술지명
권호사항
발행연도
2011
작성언어
English
주제어
등재정보
KCI등재
자료형태
학술저널
발행기관 URL
수록면
126-136(11쪽)
KCI 피인용횟수
6
제공처
With the growth of Web 2.0 technologies, more and more consumers share product-related information with many other consumers on various web platforms, such as product review websites (e.g., epinions.com), brand websites (e.g., dell.com), retailer websites (e.g., amazon.com), and social media. However, the question of how credible such product information is has arisen. On the Internet, the anonymous nature of consumer product reviews makes it difficult for consumers to evaluate review quality and credibility. Due to the lack of assurance of product review veracity, consumers often depend on cues to evaluate the review content accurately. One of such cues is the valence of the review: either positive or negative. Between these two valences, negative reviews have been known to be more attention getting and diagnostic than positive reviews. Thus, this study only focused on negative reviews. Another cue can be the consensus level of the review (i.e., the degree to which other consumers agree with the product opinion of the reviewer). Finally, consumers may consult the brand origin of the target brand in product reviews (either domestic or foreign brand).
To date, however, little research has focused on the role of consumer ethnocentrism on brand evaluations in the context of online product reviews, despite today’s consumers often being exposed to both domestic and foreign brand product reviews in a globalized economy where major firms have multiple international branches.
Thus, the purpose of this study is to examine how different cues influence consumers’ responses to negative online reviews about domestic and foreign brands. Toward that end, this study explores how a consumer’s personality trait (level of ethnocentrism) interacts with brand origin and a property of the medium (consensus information) to influence his or her brand attitude.
To test the proposed hypotheses, a 2 (Brand origin: domestic versus foreign) x 2 (Consumers’ ethnocentrism: high versus low) x 2 (Consensus level: high versus low) between-subjects experiment was used. As experimental stimuli, four fictitious online retailing web pages including product reviews about a laptop computer (negative review of a domestic brand with high consensus, negative review of a domestic brand with low consensus, negative review of a foreign brand with high consensus, and negative review of a foreign brand with low consensus) were created. An Analysis of Covariance (ANCOVA) was run to test the hypothesized relationships with prior attitude toward target brand as a covariate.
The results showed that there was a significant two-way interaction effect between brand origin and consumer ethnocentrism on attitude change. Consistent with predictions, when consumers’ ethnocentrism levels were high, consumers exposed to the negative review of the foreign brand exhibited significantly greater attitude change than did those exposed to the negative review of the domestic brand in a less favorable way. In contrast, when consumers’ ethnocentrism levels were low, no difference appeared between the negative review of the domestic brand and the negative review of the foreign brand in attitude change. When exposed to the negative review, attitude toward the brand was degraded for less ethnocentric consumers regardless of brand origin. Further, three-way interaction effects among brand origin, consumer ethnocentrism, and consensus level on attitude change were found. Under high-consensus condition, a negative review of the foreign brand led highly ethnocentric consumers’ brand attitudes to deteriorate, compared to a negative review of the domestic brand. Contrarily, for less ethnocentric consumers, however, there was no difference between the negative review of the domestic brand and the negative review of the foreign brand in attitude change. Under low-consensus condition, there was no difference between highly and less ethnocentric consumers in attitude change.
The findin...
With the growth of Web 2.0 technologies, more and more consumers share product-related information with many other consumers on various web platforms, such as product review websites (e.g., epinions.com), brand websites (e.g., dell.com), retailer websites (e.g., amazon.com), and social media. However, the question of how credible such product information is has arisen. On the Internet, the anonymous nature of consumer product reviews makes it difficult for consumers to evaluate review quality and credibility. Due to the lack of assurance of product review veracity, consumers often depend on cues to evaluate the review content accurately. One of such cues is the valence of the review: either positive or negative. Between these two valences, negative reviews have been known to be more attention getting and diagnostic than positive reviews. Thus, this study only focused on negative reviews. Another cue can be the consensus level of the review (i.e., the degree to which other consumers agree with the product opinion of the reviewer). Finally, consumers may consult the brand origin of the target brand in product reviews (either domestic or foreign brand).
To date, however, little research has focused on the role of consumer ethnocentrism on brand evaluations in the context of online product reviews, despite today’s consumers often being exposed to both domestic and foreign brand product reviews in a globalized economy where major firms have multiple international branches.
Thus, the purpose of this study is to examine how different cues influence consumers’ responses to negative online reviews about domestic and foreign brands. Toward that end, this study explores how a consumer’s personality trait (level of ethnocentrism) interacts with brand origin and a property of the medium (consensus information) to influence his or her brand attitude.
To test the proposed hypotheses, a 2 (Brand origin: domestic versus foreign) x 2 (Consumers’ ethnocentrism: high versus low) x 2 (Consensus level: high versus low) between-subjects experiment was used. As experimental stimuli, four fictitious online retailing web pages including product reviews about a laptop computer (negative review of a domestic brand with high consensus, negative review of a domestic brand with low consensus, negative review of a foreign brand with high consensus, and negative review of a foreign brand with low consensus) were created. An Analysis of Covariance (ANCOVA) was run to test the hypothesized relationships with prior attitude toward target brand as a covariate.
The results showed that there was a significant two-way interaction effect between brand origin and consumer ethnocentrism on attitude change. Consistent with predictions, when consumers’ ethnocentrism levels were high, consumers exposed to the negative review of the foreign brand exhibited significantly greater attitude change than did those exposed to the negative review of the domestic brand in a less favorable way. In contrast, when consumers’ ethnocentrism levels were low, no difference appeared between the negative review of the domestic brand and the negative review of the foreign brand in attitude change. When exposed to the negative review, attitude toward the brand was degraded for less ethnocentric consumers regardless of brand origin. Further, three-way interaction effects among brand origin, consumer ethnocentrism, and consensus level on attitude change were found. Under high-consensus condition, a negative review of the foreign brand led highly ethnocentric consumers’ brand attitudes to deteriorate, compared to a negative review of the domestic brand. Contrarily, for less ethnocentric consumers, however, there was no difference between the negative review of the domestic brand and the negative review of the foreign brand in attitude change. Under low-consensus condition, there was no difference between highly and less ethnocentric consumers in attitude change.
The findings of...
분석정보
연월일 | 이력구분 | 이력상세 | 등재구분 |
---|---|---|---|
2027 | 평가예정 | 재인증평가 신청대상 (재인증) | |
2021-01-01 | 평가 | 등재학술지 유지 (재인증) | KCI등재 |
2018-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2015-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2011-09-28 | 학회명변경 | 영문명 : Korean Academy Of Marketing Science -> Korean Scholars of Marketing Science | KCI등재 |
2011-09-27 | 학술지명변경 | 한글명 : Journal of Global Academy of Marketing Science(마케팅과학연구) -> Journal of Global Scholars of Marketing Science(마케팅과학연구) | KCI등재 |
2011-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2010-05-20 | 학술지명변경 | 한글명 : 마케팅과학연구 -> Journal of Global Academy of Marketing Science(마케팅과학연구)외국어명 : Journal of Global Academy of Marketing Science -> 全球营销科学学报 | KCI등재 |
2009-01-01 | 평가 | 등재학술지 유지 (등재유지) | KCI등재 |
2008-02-27 | 학술지명변경 | 외국어명 : Journal of Korean Academy of Marketing Science -> Journal of Global Academy of Marketing Science | KCI등재 |
2006-01-01 | 평가 | 등재학술지 선정 (등재후보2차) | KCI등재 |
2005-01-01 | 평가 | 등재후보 1차 PASS (등재후보1차) | KCI후보 |
2003-07-01 | 평가 | 등재후보학술지 선정 (신규평가) | KCI후보 |
기준연도 | WOS-KCI 통합IF(2년) | KCIF(2년) | KCIF(3년) |
---|---|---|---|
2016 | 0.7 | 0.7 | 0.77 |
KCIF(4년) | KCIF(5년) | 중심성지수(3년) | 즉시성지수 |
0.74 | 0.69 | 1.385 | 0.03 |
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