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

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

  1. 1. 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
  2. 2. The Effect of Social Media Comments on Consumers’ Responses to Food Safety Information
  3. 3. 연구가설 음식 위험에 대한 SNS의 코멘트가 사용자의 위험도 인식에 영향을 미치는가?
  4. 4. 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. 

  5. 5. 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
  6. 6. 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.
  7. 7. 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.
  8. 8. 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 Comments
 파일럿 Relationship quality
 사전조사 / 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]
  9. 9. 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)
  10. 10. 결과 ANCOVA 분석.
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 햇볕이 차가워지는 11월에는 생의 안쪽을 생각하게 되어 좋다.

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