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온라인 상품평의 방향성이 제품 평가에 미치는 영향 -조절초점과 브랜드 인지도의 조절효과를 중심으로-

Author

최자영, 김영호, 최윤식, 김용범

Journal Title

한국심리학회지: 소비자·광고

Publication Year

2011

Topics

#Brand awareness

Summary

This study analyzed the influence of positive/negative online reviews on product attitude and purchase intention based on regulatory focus (promotion/prevention), and examined the moderating effect of brand awareness on the impact of negative reviews. The results showed that prevention-focused consumers are more sensitive to negative reviews, and this negative evaluation is amplified when brand awareness is low.

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