Persuasion effect of e-WOM: The Impact of Involvement and Ambiguity Tolerance

Chih-Chien Wang,Yi-Ting Wang 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.4

Prior to purchasing a new product, consumers search external information about the product to make a well-informed purchase decision and decrease the potential risk involved in buying products. Due to the popularity of Internet, e-WOM has already become an important information source for many consumers. The current study proposed the idea that the distribution and quantity of electronic word-of-mouth would be related to consumers’ purchase intentions. In addition, consumers’ personality trait of tolerance of ambiguity and involvement would also be related to purchase intention. Tolerance of ambiguity and personal involvement were as mediators for the influence of e-WOM on purchase intentions. This article conducted three studies in order to investigate the persuasion effects of e-WOM. A restaurant was selected as the target of e-WOM in all the three studies. Authors created a simulated online community for a gourmet restaurant in order to manipulate the experimental variables for the three studies. Study 1 examined the impact of consumers’ characteristics of tolerance of ambiguity and involvement on the persuasion effects of e-WOM. This article recruited 122 voluntary participants in an online community. After deleting redundant responses and responses with missing data, a remaining 83 completed responses were accepted for data analysis. Study 1 adopted Partial Least Squares (PLS) to test the influence of involvement and ambiguity tolerance on purchase intention. The explanatory power of the construct was 19.4% for purchase intention and the path linkages from consumers’ tolerance of ambiguity and involvement to purchase intention were all significant. This study results displayed that a positive relationship between involvement and purchase intention and a negative relationship between ambiguity tolerance and purchase intention. Study 2 utilized a three factorial design to test the relationship between the quantity of e-WOM and purchase intention. Three web pages containing one, five, or fifteen customer reviews were created as experimental scenarios. Study 2 recruited 150 participants in total. After deleting redundant responses and responses with missing data, the remaining 98 completed responses were accepted for data analysis. An ANOVA analysis revealed significant differences in consumers’ purchase intention among three groups of e-WOM quantity (F(2,95)=3.55, p<.05). The e-WOMs with five and 15 customer reviews influenced respondents to visit the restaurant, while the e-WOM with one customer review did not. Study 2 also used a t-test analysis to examine the differences in purchase intention between groups of one and 15 customer reviews. The results revealed that high involvement consumers reported higher purchase intentions in the 15 customer review group than in the one customer review (t=2.35, p<.05). Study 3 utilized a three factorial design to test the influence of distribution of e-WOMs on purchase intention. It included three e-WOM rating score distributions: J-shape, U-shape, and inverted U-shape (normal distribution). Study 3 recruited a total of 329 participants. After deleting redundant responses and responses with missing data, the remaining 215 completed responses were accepted for data analysis. ANOVA analysis showed a significant difference in purchase intentions among groups with different e-WOM rating score distributions (F(2, 212)=3.59, p<.05). Participants reported higher intention to dine at the restaurant when the rating score distribution was J-shape. The ANOVA results also found that the impact of e-WOM distribution on persuasion effect existed only in the high involvement group. For high involvement consumers, J-shape e-WOMs increase consumers purchase intention compared to other distributions. Base on the analyses of the three empirical studies, this article revealed that e-WOMs were more persuasive for individuals with high involvement and low ambiguity tolerance. Low ambiguity tol...

불확실성에 대한 인내력이 창업시도태도에 미치는 영향

하환호,변충규 한국벤처창업학회 2015 벤처창업연구 Vol.10 No.4

This study examined the linkage between uncertainty tolerance and attitude toward trying business start-up. Uncertainty tolerance can classify by degrees of uncertainty as risk and ambiguity. We examined the effects of risk tolerance and ambiguity tolerance on attitudes toward trying success and failure. And we also examined the effect of attitudes toward trying success and failure on business start-up trying. This study investigated these relationships using 173 under graduate students. The result of analysis indicated that the risk tolerance had positive effects on attitude toward trying failure, but it had not any effect on attitude toward success and process. The ambiguity tolerance has positive effects on attitude toward trying failure and trying process, but it had not any effect on attitude toward success. The attitudes toward trying success, trying failure, and trying process had positive effect on attitude toward business start-up trying. Then results of this study suggests that the uncertainty(risk and ambiguity) tolerance showed a role of antecedent of attitudes toward trying success and failure. Finally, this study concluded with a discussion of the implications of the research findings and directions for future research. 본 연구에서는 창업시도성공과 실패, 과정에 대한 태도에 영향을 미치는 선행변수로 불확실성에 대한 인내력에 주목하였다. 불확실성에 대한 인내력은 그 정도에 따라 위험에 대한 인내력과 모호성에 대한 인내력으로 구분할 수 있다. 본 연구에서는 위험과 모호성에 대한 인내력이 창업시도성공과 실패 및 시도과정 자체에 대한 태도에 미치는 영향, 그리고 창업시도성공과 실패 및 과정에 대한 태도가 창업시도태도에 미치는 영향을 경로분석을 통해 살펴보았다. 경로분석결과, 위험에 대한 인내력은 창업시도실패태도에만 부(-)의 영향을 미치는 것으로 나타났다. 모호성에 대한 인내력은 창업시도실패태도에 부(-)의 영향을, 창업시도과정태도에는 정(+)의 영향을 미치는 것으로 나타났다. 가설과 마찬가지로 창업시도성공태도는 창업시도태도에 정(+)의 영향을, 창업시도실패태도는 창업시도태도에 부(-)의 영향을, 창업시도과정태도는 창업시도태도에 정(+)의 영향을 미치는 것으로 나타났다. 이러한 연구결과를 바탕으로 연구의 학문적 의의와 실무적 시사점 그리고 연구의 한계점을 제시하였다.

미래지향 시간관이 창업태도에 미치는 영향 : 자기효능감과 모호성 인내력의 매개효과

김상표,변충규,하환호 한국경영컨설팅학회 2015 경영컨설팅연구 Vol.15 No.4

어떻게 하면 창업에 대한 태도를 좀 더 호의적으로 바꿀 수 있을까? 본 연구에서는 미래지향 시간관이 창업태도에 직․간접적으로 미치는 영향에 대해서 살펴보았다. 특히 본 연구에서는 모호성에 대한 인내력과 자기효능감이 미래지향 시간관과 창업태도의 관계에서 매개변수로서의 역할에 대해 주목하였다. 실증연구결과, 미래지향 시간관은 자기효능감과 모호성 인내력에 정(+)의 영향을 미칠 뿐만 아니라 창업태도에도 직접적으로 정(+)의 영향을 미치는 것으로 나타났다. 한편 미래지향 시간관의 창업태도에 대한 간접적인 영향을 살펴보기 위해 모호성 인내력과 자기효능감이 미래지향 시간관과 창업태도 사이에서 매개역할을 하는지도 함께 알아보았다. 매개회귀분석 결과, 자기효능감과 모호성 인내력이 불완전하게나마 매개 작용을 하고 있는 것을 확인하였다. 마지막으로 이상의 결과를 바탕으로 연구의 학문적 의의와 시사점, 한계점을 제시하였다. This study examined the linkage between future time perspective and attitude toward business start-up. We examined the effects of self-efficacy and ambiguity tolerance on attitudes toward business start-up. And we also examined the mediating effect of self-efficacy and ambiguity tolerance in the relationship between future time perspective and business start-up. This study investigated these relationships using 173 under graduate students. The result of analysis indicated that the future time perspective had positive effect on attitude toward business start-up. And also the future time perspective has positive effects on self-efficacy and ambiguity tolerance. This study measured the mediating effects of self-efficacy and ambiguity tolerance. Using the three-step mediating regression analysis for testing mediation hypotheses, the result reveals that the self-efficacy imperfectly mediates the relationship between future time perspective and business start-up. And the ambiguity tolerance imperfectly mediates the relationship between future time perspective and business start-up. Finally, this study concluded with a discussion of the implications of the research findings and directions for future research.

대학생의 불확실성에 대한 인내력 부족과 진로 결정 관련 모호함에 대한 인내력의 관계

이기세(Kise Lee),연규진(Kyu Jin Yon) 한국진로교육학회 2019 진로교육연구 Vol.32 No.1

본 연구는 대학생들의 불확실성에 대한 인내력 부족과 진로 결정 관련 모호함에 대한 인내력의 관계에서 멘토링 기능에 의해 조절된 걱정의 매개 효과를 알아보고자 하였다. 대학생 382명을 대상으로 자기보고식 설문을 실시하였으며, 수집된 자료를 바탕으로 조절된 매개 효과 분석을 실시하였다. 분석 결과, 첫째, 불확실성에 대한 인내력 부족과 진로 결정 관련 모호함에 대한 인내력의 관계에서 걱정은 간접 매개 효과를 보였다. 둘째, 불확실성에 대한 인내력 부족과 진로 결정 관련 모호함에 대한 인내력의 관계에서 멘토링 기능에 의해 조절된 걱정의 매개 효과가 확인되었다. 종합하면, 한국 대학생들은 불확실성에 대한 인내력이 부족할수록 걱정을 많이 하게 됨으로써 진로 결정과 관련된 모호함을 견디기 어려워하게 되는데, 이러한 부정적 영향은 멘토링 기능 수준이 높을수록 줄어든다는 것을 의미한다. 연구 결과를 토대로 진로 상담 장면에서의 적용 가능성과 본 연구의 제한점 및 후속 연구에 대한 제언을 논의하였다. This study was to examine the moderated mediation effect of worry and mentoring function on the relation between intolerance of uncertainty and career decision ambiguity tolerance. A sample of 382 college students completed self-report questionnaires. SPSS 22 and PROCESS for SPSS 2.16.3 were used to test a mediation effect, a moderation effect, and a moderated mediation effect. The main findings of this study are summarized as follows. Worry had a significant mediation effect on the relation between intolerance of uncertainty and career decision ambiguity tolerance. Also, a mentoring function moderated the mediation effect of worry on the relation between intolerance of uncertainty and career decision ambiguity tolerance. In conclusion, the present study indicated that Korean college students have a difficulty in enduring career decision ambiguity when they worry more due to their higher intolerance of uncertainty, and this negative effect decreased when the mentoring function is high. Based on findings, the implication of the current finding in counseling practice, limitations of the study, and suggestions for future research were discussed.

WHY ARE SOME OBJECTS MORE APPEALING THAN OTHERS TO CONSUMERS ? DEVELOPMENT OF A MEASUREMENT SCALE OF AESTHETIC STYLE FOR DESIGN PRODUCTS

Bruno Godey,Jo?lle Lagier 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The strategic stakes of differentiation are so great for companies that the adequacy between aesthetic perception of the products and functional benefits for consumers must be taken into account (Alba and Williams, 2013; Bloch, 1995; Reimann et al., 2010). In order to examine the consumer's aesthetic perception, we tested an exploratory measurement scale of aesthetic style (Lagier, 2006), which we first validated for different kinds of products. Exploratory and confirmatory analysis of this scale were conducted and obtained results which proved the stability of the scale for design products. The three dimensions of the factor analysis can be interpreted within the conceptual framework of the perception of design products. We effectively find two clearly distinct dimensions which measure: “affective intensity” and “tolerance for ambiguity”. The last dimension is composed of items which fall both in the domain of “cognitive differentiation” and “cognitive discrimination”. To segment our sample and quantify the different profiles of aesthetic style, eight groups of consumers were formed from the scores on the three dimensions. Finally, the structure of aesthetic style on consumer preference for four design objects was also tested. We seek to show that our scale can also explain the choice for some objects. A one-way ANOVA was conducted to determine whether there were significant differences in preference for each object based on intensity scores of affective intensity, cognitive discrimination/differentiation and tolerance for ambiguity. Our measurement scale of aesthetic style, in the context of this test, explained consumer preference for some design objects.

학습자의 모국어 및 모국문화를 활용한 한국어 수업의 유용성에 대한 연구 - 초급 여성 결혼이민자를 중심으로 -

박시균,이수진 한중인문학회 2014 한중인문학연구 Vol.43 No.-

성인학습자의 모국어는 제2언어를 학습할 때 부정적인 영향을 끼치기도 하지만 긍정적인 효과를 주는 경우도 있다. 본 논문에서는 초급 과정의 여성 결혼이민자를 대상으로 제2언어인 한국어를 학습 시 학습자 모국어가 긍정적인 효과가 있는지를 비교 실험을 통해 확인하였다. 학습자의 모국어와 모국 문화를 수업에 활용한 집단과 기존의 한국어와 한국 문화 위주의 수업 방식으로 수업을 진행한 집단을 비교 실험한 결과, 학습자들에게 그들의 모국어와 모국문화를 활용한 수업을 진행한 집단에서 한국어 학습효과가 증진되고 문화적응 스트레스는 감소되는 효과가 있었다. 즉 초급 과정의 성인학습자의 경우 한국어 수업 시에 그들의 모국어와 모국문화를 적절하게 활용했을 때 학습자의 모호성에 대한 관용도에 긍정적인 효과를 주고 문화적응 스트레스도 약화시키는 결과를 가져왔다. While L2 learners’ native language may cause the negative effect in their L2 learning, it can also give the positive effect to them when learning an L2. In this paper we checked whether the L1 causes the positive effect or negative one by using two different teaching methods for novice class married women immigrant learners. In our experiment, we used two different teaching methods against each of the same level groups of married women immigrant learners of Korean. In one method we accepted the use of L2 learners’ native language and culture during the class. In the other method, only Korean was allowed as a teaching and using language in the class. The result showed that the former method for, at least, the novice level adult learners of Korean was more effective than the latter one in their L2 improvement and the alleviation of their stress levels resulting from the discrepancies of culture in Korea and their native countries. We claim that effective use of L2 learners’ native language and culture in the novice level L2(Korean) learning classes can improve their learning performance while minimizing their cultural adaptation stress and maximizing the tolerance of ambiguity.

Persuasion effect of e-WOM : The Impact of Involvement and Ambiguity Tolerance

Chih-Chien Wang,Yi-Ting Wang 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.4

Prior to purchasing a new product, consumers search external information about the product to make a well-informed purchase decision and decrease the potential risk involved in buying products. Due to the popularity of Internet, e-WOM has already become an important information source for many consumers. The current study proposed the idea that the distribution and quantity of electronic word-of-mouth would be related to consumers' purchase intentions. In addition, consumers' personality trait of tolerance of ambiguity and involvement would also be related to purchase intention. Tolerance of ambiguity and personal involvement were as mediators for the influence of e-WOM on purchase intentions. This article conducted three studies in order to investigate the persuasion effects of e-WOM. A restaurant was selected as the target of e-WOM in all the three studies. Authors created a simulated online community for a gourmet restaurant in order to manipulate the experimental variables for the three studies. Study 1 examined the impact of consumers' characteristics of tolerance of ambiguity and involvement on the persuasion effects of e-WOM. This article recruited 122 voluntary participants in an online community. After deleting redundant responses and responses with missing data, a remaining 83 completed responses were accepted for data analysis. Study 1 adopted Partial Least Squares (PLS) to test the influence of involvement and ambiguity tolerance on purchase intention. The explanatory power of the construct was 19.4% for purchase intention and the path linkages from consumers' tolerance of ambiguity and involvement to purchase intention were all significant. This study results displayed that a positive relationship between involvement and purchase intention and a negative relationship between ambiguity tolerance and purchase intention. Study 2 utilized a three factorial design to test the relationship between the quantity of e-WOM and purchase intention. Three web pages containing one, five, or fifteen customer reviews were created as experimental scenarios. Study 2 re-cruited 150 participants in total. After deleting redundant responses and responses with missing data, the remaining 98 completed responses were accepted for data analysis. An ANOVA analysis revealed significant differences in consumers' purchase intention among three groups of e-WOM quantity (F(2,95)=3.55, p

애매모호한 광고메시지의 광고효과: 인지욕구와 애매모호성 관용을 중심으로

최은영,황장선 한국소비자·광고심리학회 2011 한국심리학회지 소비자·광고 Vol.12 No.2

Although the previous studies investigated the ads messages with a certain level of ambiguity have positive impact on ads effectiveness, this study brought the ads effectiveness of ambiguous message into question, by verifying the negative effect of ambiguous messages. The level of ambiguity of each stimuli was controlled by providing the amount of information, such as visual, copy, and a picture of product. Respondents were surveyed on their attitude, purchasing intention toward 4 different stimuli, and their level of need for cognition(NFC) and tolerance of ambiguity(TOA). The findings showed that the ambiguity of messages had influenced to the effectiveness of advertisements in negatively. However, the interaction effect between the level of NFC or TOA were not observed. Implications and suggestions for further study suggestions were discussed. 본 연구는 애매모호성이 높은 광고의 효과가 낮다는 것을 입증함으로서 소비자가 애매모호한 광고에 대해 긍정적이지 않은 태도를 가질 수 있다는 것을 보여주고 있다. 기존의 문헌에서는 어느 정도의 애매모호한 메시지가 소비자들에게 낯섦과 새로움 등을 제공하고 이를 통하여 긍정적인 태도를 유발한다는 것이 제시되고 있다. 본 연구에서는 인쇄 광고 메시지에 제공되는 정보의 양(비주얼, 카피, 제품그림의 조합 등)을 조절하여 메시지의 애매모호성 수준을 구분하였고 이에 대한 광고효과를 검증하였다. 결과적으로 메시지의 애매모호성 수준의 차이가 실험 광고물을 접촉한 후(참여자가 광고물을) 떠올리는 인지적인 반응의 차이를 가져왔으며, 각각 다른 광고태도를 형성시키는 것이 통계적으로 유의미하게 입증되었다. 즉, 광고물에 나타난 메시지가 애매모호할수록 광고 태도는 부정적으로 나타났으며, 역으로 애매모호성이 낮을수록 광고 효과가 긍정적으로 평가된다는 것을 제시하고 있다. 덧붙여 조절변인으로는 개인들이 가지고 있는 인지욕구와 애매모호관용을 선정하였으며, 이들은 애매모호한 메시지가 광고효과에 미치는 영향을 조절하지 않는다는 것이 밝혀졌다. 본 연구는 애매모호한 메시지의 부정적인 광고 효과에 대해 검증해 냄으로써 애매모호한 메시지만으로 소비자들이 광고에 대한 긍정적인 태도를 갖기 어렵기 때문에 애매모호한 메시지를 사용하고자 하는 광고 실무자들이 기대효과를 얻기 위해서는 사전 조건들에 대한 고려가 필요하다는 실무적인 함의를 포함하고 있다.

Comprehension of a Non-text: The Effect of the Title and Ambiguity Tolerance

( Alireza Ahmadi ) 범태평양 응용언어학회 2011 Journal of Pan-Pacific Association of Applied Ling Vol.15 No.1

This study investigated the effect of the title and ambiguity tolerance on the comprehensibility of a non-text. To this end, ten irrelevant sentences from different texts were put together to make two seemingly cohesive and coherent texts. The two texts were exactly the same except for the fact that one of them carried a title whereas the other had no title. The two texts were randomly given to two groups of intermediate EFL students. Students were expected to read the text and answer 10 reading comprehension questions. Eight questions asked for the reference of specific pronouns or words; one asked for the topic and one for the main idea of the text. Considerable difference was found between the performance of the students on the titled text and the untitled text. It indicated hat the title had made students construct a meaning regardless of the fact that the text was basically meaningless and that the title was not a real title. Further analysis of the results indicated that ambiguity tolerance could not provide enough justification for the results found and that the presence of the title was the best explanation provided for the performance on the non-text.

불확실성에 대한 인내, 부모 위주의 진로기대, 진로미결정 간의 관계에서 역기능적 진로사고의 매개효과

이은설(Lee, Eun Sul),이지연(Lee, Jeeyon) 이화여자대학교 교육과학연구소 2016 교육과학연구 Vol.47 No.4

The purpose of this study was to expand the literature on career indecision by examining the integrative path model that contains personal influence, contextual influence, and cognitive influence on career indecision. To do so, we included direct and indirect paths of ambiguity tolerance, parent-centered career expectations (maternal and paternal expectations, respectively), and dysfunctional career thoughts on career indecision in the path model. Additionally, we hypothesized that dysfunctional career thoughts will mediate the relationship between ambiguity tolerance and career indecision as well as the relationship between parent-centered career expectations and career indecision. Structural equation modeling was performed with a sample of 281 Korean college students. Overall, results supported the hypothesized path model. Ambiguity tolerance, maternal career expectations, and dysfunctional career thoughts were each found to produce significant paths to career indecision. Also, the results revealed that dysfunctional career thoughts partially mediated ambiguity tolerance and career indecision. Dysfunctional career thoughts also mediated the relationship between maternal career expectations and career indecision. The significance of direct and indirect effects was also examined by the bootstrap method. Based on these results, implications of the findings on career counseling and career education were discussed.