Fashion, Industry and Education

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of information direction and order of product review posts on consumer responses: The case of cosmetics power bloggers

  • Ji, Hye-Ri (Dept. of Textiles & Fashion, Graduate School, Keimyung University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • Received : 2018.01.25
  • Accepted : 2018.05.12
  • Published : 2018.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study explores the effect of information direction and order of cosmetics power bloggers on consumer responses. A total of 488 undergraduate students participated in experiments with mock-up stimuli of sunscreen product reviews by power bloggers. The study was conducted with four stimuli of product review posts (i.e., positive reviews only, positive-negative reviews in order, negative-positive reviews in order, negative reviews only) of the power bloggers. The results showed a significant difference in consumer responses according to information direction and order of product reviews of the power bloggers. Specifically, negative reviews were considered more objective and more useful than positive reviews were. However, positivity of reviews is crucial in generating more positive attitudes toward products, greater purchase intention, and greater word-of-mouth intention. In regard to information order, the negative-positive reviews generated more positive attitudes toward the product and greater purchase intention than did the positive-negative reviews, emphasizing the importance of ending product reviews with positive information so as to create positive responses. Referring to the findings, power bloggers and marketers using bloggers as a promotional tool would benefit by carefully designing information content in consideration of an appropriate direction and order of information to better fit their purpose.

Keywords

References

  1. Korea Internet & Security Agency. (2012). 2011 survey on the internet usage. Retrieved from http://www.kisa.or.kr/public/library/etc_View.jsp?regno=019140&searchType=&searchKeyword=&pageIndex=2
  2. Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214. doi: 10.1509/jmkr.37.2.203.18734
  3. Ahn, S. (2013). Effects of the characteristics of product related blog information on relationship quality and consumer attitude: Focusing on comparison between pursuit and non-pursuit of profits through blog operation (Unpublished master's thesis). Konkuk University, Seoul, Korea.
  4. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. doi:10.1016/0749-5978(91)90020-T
  5. Baek, S. J. (2009, March 14). IT.products for female consumers, much influence of netizen WOM. Chosunilbo, Retrieved from http://news.chosun.com/site/data/html_dir/2009/03/13/2009031300891.html
  6. Block, L. G., & Keller, P. A. (1995). When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-related behavior. Journal of Marketing Research, 32(2), 192-203. doi:10.2307/3152047
  7. Blog. (n.d.). In Wikipedia. Retrieved April 5, 2016, from https://ko.wikipedia.org/wiki/%EB%B8%94%EB%A1%9C%EA%B7%B8
  8. Byrne, B. M. (2016). Structural equation modeling with Amos (3rd ed.). New York, NY: Routledge.
  9. Choi, H-B. (2014). The effect of on-line word-of-mouth of the blog on the brand evaluation: Based on the interaction among the blog type, valence of word-of-mouth and tie-strength (Unpublished master's thesis). Inha University, Incheon, Korea.
  10. Choi, J. M. (2015, April 18). Strong online WOM power...most often search beauty information from cafes and blogs. Consumertimes, Retrieved from http://www.cstimes.com/news/articleView.html?idxno=174356
  11. Chun, M-H. (2005). The research regarding the effect of consumers' motives on perceived usefulness of word-ofmouth marketing in online shopping mall contents. Journal of the Korea Contents Association, 5(3), 19-28.
  12. Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 44(6), 147-166.
  13. DMC media. (2010). Survey on media effect and use affecting purchase and consumption. Retrieved May 2, 2015, from http://www.dmcreport.co.kr/content/ReportView.php?type=Survey&id=973&gid=10
  14. Fan, X. (2011). The effects of the position on negative information in a two sided message: The moderating role of the importance of property (Unpublished master's thesis). Dong-a University, Busan, Korea.
  15. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). London: Pearson Education Limited.
  16. Han, J. S. (2009). A study on the effects of power blog certification on the blog user's attitudes (Unpublished master's thesis). Hong-ik University, Seoul, Korea.
  17. Hastak, M., & Park, J. W. (1990). Mediators of message sidedness effects on cognitive structure for involved and uninvolved audiences. Advanced in Consumer Research, 17(1), 329-336.
  18. Haugtvedt, C. P., & Wegener, D. T. (1994). Message order effects in persuasion: An attitude strength perspective. Journal of Consumer Research, 21(1), 205-218. doi:10.1086/209393
  19. Hogarth, R. M., & Einhorn, H. J. (1992). Order effects in belief updating: The belief-adjustment model. Cognitive Psychology, 24(1), 1-55. doi:10.1016/0010-0285(92)90002-J
  20. Hong, I-S., Lee, B-R., Oh, J-Y., Lim, J-E., Roh, S-Y. (2011). An exploratory study on the configuration and characteristics of fashion power blogs as a source of information. The Research Journal of the Costume Culture, 19(5), 1031-1048. https://doi.org/10.29049/rjcc.2011.19.5.1031
  21. Hur, J. H., & Ku, Y. S. (2010). A qualitative study on information quality recognition of fashion designers & merchandisers: Focused on satisfaction/dissatisfaction factors. Journal of Korean Society of Clothing Industries, 12(1), 68-79. doi:10.5805/KSCI.2010.12.1.068
  22. Jeon, S. L., & Park, H. J. (2003). The influence of information characteristics on word-of-mouth effect. Journal of Consumer Studies, 14(4), 12-45.
  23. Jun, S. H. (2017, April 13). Stronger effect than hundred millions advertising, Seize the word-of-mouth of consumers! Sports Chosun, Retrieved from http://sports.chosun.com/news/ntype.htm?id=201704130100123950008752&servicedate=20170413
  24. Kim, C-H. (2006). The influences of Internet WOM(word of mouth) information valence and contents to WOM effects: Focus on cell phone purchasing for student via online WOM. International Commerce and Information Review, 8(4), 23-41.
  25. Kim, Y. H. (2005). Research on blog marketing (Unpublished master's thesis). Korean University, Seoul, Korea.
  26. Kim, J. H., Ahn, E. M., & Kim, J. H. (2006). Effects of information directionality and type of information based on tie strength between senders and receivers on senders' word-of-mouth intention. Korean Journal of Consumer and Advertising Psychology, 7(1), 93-112.
  27. Kim, Y., & Chung, H. M. (2007). The relationship analysis among influential factors to the effectiveness of on-line WOM at service industry. The Korean Journal of Advertising, 18(4), 167-183.
  28. Kim, Y. M., & Han, J. S. (2011). Influence of advertising attributions on attitude toward advertisement, brand attitude and purchase intention: Emphasis on hotel web advertisement. Knowledge Management Research, 12(1), 1-16.
  29. Kim, B., & Kim, M. (2010). A study on the fashion product description appeal type, the direction and type of consumer replies on online shopping mall. The Research Journal of the Costume Culture, 18(3), 408-422. https://doi.org/10.29049/rjcc.2010.18.3.408
  30. Kim, S. J., & Lee, S. J. (2013). The effectiveness of eWOM on the movie marketing: Focusing on the impacts of the type of information source, type of message, and characteristics of receiver. Advertising Research, 96, 100-136.
  31. Kim, H. J., Pyo, H. S., & Han, M. J. (2011). Analysis on the influences and effects of eWOM of power blog posts as a source of advertisement. The Korean Journal of Advertising and Public Relations, 13, 315-362.
  32. Klein, J. G. (1996). Negativity in impressions of presidential candidates revisited: The 1992 election. Personality and Social Psychology Bulletin, 22(3), 288-295. doi:10.1177/0146167296223007
  33. Lee, E. Y., & Lee, T. M. (2005). The effects of information characteristic on word of mouth performance in online environment: Focused on the moderating effect of consumer knowledge. Advertising Research, 16(2), 145-171.
  34. Lee, H. (2013). Persuasive effects of blog marketing by source type and sponsorship indication: Based on persuasion knowledge model (Unpublished master's thesis). Korea University, Seoul, Korea.
  35. Lee, J. H., Doh, S. J., & Hwang, J. S.(2011). The effectiveness of online WOM(Words-of-Mouth): The role of direction, usefulness, and IR(Interaction Readiness). Korean Journal of Consumer and Advertising Psychology, 12(2), 283-307. https://doi.org/10.21074/kjlcap.2011.12.2.283
  36. Li, Y. (2017). The relative effects of endorser factors and message factors associated with power blogger on brand acceptance: The moderating role of usage motivation and temporal distance construal level (Unpublished Master's Thesis). Dongguk University, Seoul, Korea.
  37. Lim, B. C., & Chung, C. M. Y. (2011). The impact of word-of-mouth communication on attribute evaluation. Journal of Business Research, 64(1), 18-23. doi:10.1016/j.jbusres.2009.09.014
  38. Martin, W. C., & Lueg, J. E. (2013). Modeling word-of-mouth usage. Journal of Business Research, 66(7), 801-808. doi:10.1016/j.jbusres.2011.06.004
  39. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. doi:10.2307/1252308
  40. Park, C., & Chung, S. Y. (2006). A content analysis of online consumer reviews in Korea. Advertising Research, 70, 91-118.
  41. Power blogger. (n.d.). In IT Terminology Dictionary. Retrieved June 5, 2018, from https://terms.naver.com/entry.nhn?docId=2454970&cid=42346&categoryId=42346
  42. Ryu, H. (2012). A study on the influence of online word-of-mouth information's types, directions and web types on credibility and referability (Unpublished master's thesis). Pusan National University, Busan, Korea.
  43. Ryu, C-R., Chin, H-K., & Han, K-S. (2008). Research on the difference of verbal effect on sequences of positive indication and negative indication of verbal message: Based on replies on shopping mall. Management Information Systems Review, 25, 171-201. https://doi.org/10.2753/MIS0742-1222250208
  44. Sternthal, B., & Craig, C. S. (1982). Consumer behavior: An information processing perspective. Englewood Cliffs, NJ: Prentice-Hall.
  45. Sternthal, B., & Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4(4), 252-260. doi:10.1086/208704
  46. Stewart, R. H. (1965). Effect of continuous responding on the order effect in personality impression formation. Journal of Personality and Social Psychology, 1(2), 161-165. doi:10.1037/h0021641
  47. Suh, H-J., & Lee, K-H. (2013). Effects of direction and evaluative content of online reviews on consumer attitudes toward clothing products. The Research Journal of the Costume Culture, 21(3), 440-451. doi:10.7741/rjcc.2013.21.3.440
  48. Vrana, V., & Zalfiropoulos, K. (2010). Locating central travelers' groups in travel blogs' social networks. Journal of Enterprise Information Management, 23(5), 595-609. doi:10.1108/17410391011083056
  49. Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the web. Journal of the American Society for Information Science and Technology, 53(2), 134-144. doi:10.1002/asi.10016
  50. Yang, Y., & Cho, M-J. (2000). Effect of word-of-mouth communication on consumer's attitude change. The Korean Journal of Advertising, 11(3), 7-28.
  51. Yong, H. J., Chung, T. W., & Han, J. W. (2011). Effects of sport game viewers' attitudes toward virtual advertising, product, and brand on a corporate image and purchasing intention. Korean Journal of Sports Science, 20(6), 825-839.
  52. Yoo, C. J., Ahn, K. H., & Park, S. W. (2011). A study of the influence of online word-of-mouth on the customer purchase intention. Asia Marketing Journal, 13(3), 209-231.
  53. Yun, H., Ahn, S-H., & Lee, C. C. (2012). Determinants of trust in power blogs and their effect on purchase intention. Journal of the Korea Contents Association, 12(2), 411-419. doi:10.5392/JKCA.2012.12.02.411
  54. Zhang, D. L. (2014). Diet food advertising message framing effects on experimental studies: Involvement of obesity and psychological adjustment variables (Unpublished master's thesis). Kyounghee University, Seoul, Korea.