the effect of social media comments on consumers’ responses to food safety information

The Effect of Social Media Comments on Consumers’ Responses to Food Safety Information + Journal of Foodservice Business Research(2015) -Subin Seo et al. /나누리 x 2015 Winter

The Effect of Social Media Comments

on Consumers’ Responses to Food Safety Information

연구가설

음식 위험에 대한 SNS의 코멘트가 사용자의 위험도 인식에 영향을 미치는가?

연구가설

• H1: Information with high (versus low) source credibility is more likely to increase consumers’ risk perception (switching intention, negative word-of-mouth intention) in response to social media comments about food safety information.

• H2: The content of comments (positive/negative/neutral) will influence consumers’ risk perception (switching intention, negative word-of- mouth intention) in response to social media comments about food safety information.

• H3: The source credibility (high/low) will interact with the content of comments (positive/negative/neutral) to influence consumers’ risk perception (switching intention, negative word-of-mouth intention) in response to social media comments about food safety information.

• H4: High (versus low) relationship quality with a commenter is more likely to increase consumers’ risk perception (switching intention, negative word-of-mouth intention) in response to social media comments about food safety information.

• H5: The source credibility (high/low) will interact with relationship quality (high/low) to influence consumers’ risk perception (switching intention, negative word-of-mouth intention) in response to social media comments about food safety information.

• H6: The content of comments (positive/negative/neutral) will interact with relationship quality (high/low) to influence consumers’ risk perception (switching intention, negative word-of-mouth intention) in response to social media comments about food safety information.

연구가설

H1

H2

H3

H4

H5

H6

Source Credibility

Source Credibility

Source Credibility

Risk Perception

- Switching intention

- N-WOM intention

Comments

Comments

CommentsX

Relationship Quality

X Relationship Quality

X Relationship Quality

변인설정

- 독립변인: 2 × 3 × 2 요인설계

2 sources of credibility (low/high) × 3 content of comments (negative/mixed/positive)

× 2 relationship quality (low/high)

- 종속변인

risk perception/ switching intention/ N-WOM(word-of-mouth) intention.

- 통제변인

피험자의 사전 경험에 의한 오염변인을 방지하기위해, 실험 시나리오 상의 식당을 새로이 가정하여 설계함.

도구 & 대상자

- 도구

A paper-based self-administered survey (scenario-based survey)

- 대상자

편의 표본추출 252 명 (독립변인이 2X3X2로 12개 시나리오, 각 시나리오당 21명)

- students, faculty members, and staff at the university campus who were randomly asked if

they were willing to participate in the survey.

변인의 조작적 정의 및 측정

/ high: “A report from~그 식당 별로임.” \ low: “I ate ~그 식당 별로임.”

/ positive: “아닌뎅. 맛있는데. 또 갈건뎅 ㅎㅎ” \ negative: “맞아. 그 식당 안좋음. 더러웠음.” - neutral: mixed comments

Source credibility

Comments파일럿

Relationship quality사전조사

/ high: 사전조사한 친친 4명 \ low: 초면 “그 식당이 위험하다고 느낀다.” 7 리커트

“나중에 그 식당에 가지 않을것이다.” 7 리커트

“그 식당의 나쁜 소문을 퍼뜨릴 것이다.” 7 리커트

[독립변인]

[종속변인]

절차

Finally, the participants were asked to provide their demographic information and SNS

usage patterns

section 01

section 02

risk reception

swithcing intention

N-WOM intention

risk reception

swithcing intention

N-WOM intention

source credibility (low/high)

source credibility (low/high) x comments(positive/neutral/negative)

x relationship quality (친친/초면)

결과

ANCOVA 분석.

연구가설

H1

H2

H3

H4

H5

H6

Source Credibility

Source Credibility

Source Credibility

Risk Perception

- Switching intention

- N-WOM intention

Comments

Comments

CommentsX

Relationship Quality

X Relationship Quality

X Relationship Quality

X

X

X

★

★★

★★

F(1, 239)=6.030, p < .05

F(2, 238)=78.431, p < .001

F(1, 239)=1.689, p > .05

F(2, 235)=11.144, p < .001

결과

the effect the interaction between Source Credibility and Content of Comments on Risk Perception/ Switching Intention / N-WOM Intention

S.C.의 효과 Negative < Mixed < Positive

Risk Perception에 영향 미치는 정도 N > M > P

결론

1. 정보의 출처는 수용에 의한 태도 변화에 영향을 미치지만, 2. 나쁜 코멘트가 달리면 그 효과가 없음.

=> 인간들은 나쁜 평가에 대해 일관되게 나쁜 코멘트가 달리면 출처에 상관없이 나쁜 정보를 잘 수용하고 태도를 바꾸려함.

3. 나쁜 평가에 대해 좋은 코멘트가 달리면, 좀 더 출처를 따져서 정보를 수용하고 태도를 바꾸려함.

4. 이와같이, SNS의 코멘트 성격이 정보의 수용과 태도 변화에 영향을 미침. 5. 그러나 누가 썼는지는 노상관..!ㅎㅎ

취할 점

온라인 구전 경험의 효과

_건강관리는 사회적 활동이다. 커뮤니티의 영향력..!

_수진자는 실천가능한 정보만을 습득한다. (실천: 블로그>>>(넘사벽)>>>네이버 닥터)

_건강관리 정보 관련 커뮤니티? 효과적일것. 그러나….

실험과 서베이의 중간?

_ 시나리오 기반의 서베이

_ 조작이 있는 서베이

햇볕이 차가워지는 11월에는 생의 안쪽을 생각하게 되어 좋다.