온라인 블로그는 소비자의 현명한 선택을 도와주는가? - 블로그의 진정성 효과 분석

초록

Internet blogs have become popular medium to promote corporate products and services. Therefore, this study aims to examine the effects of authenticity on internet blogs. The objective of this paper is (1) to examine the effects of relationship between perceived commercial level and authenticity by reviewing personal internet blogs, (2) to investigate the relationship between authenticity towards blogs in which consumers perceived and the effects on decision making process, (3) to analyze whether trust towards blogs work as a mediator between authenticity on blogs, consumers’ perceived risk, and purchase intention on products or services, which were introduced in blogs, (4) and to analyze moderating effects between the perceived commercial level and the authenticity; and the moderator indicates consumers’ purchasing experience by obtaining information in personal blog reviews, or consumers who have no experience. This study employed a questionnaire survey method with 218 participants who were in their 20's to over 40's. The results suggested that (1) there was a negative relationship between the perceived commercial level and the authenticity on blogs, (2) the consumers’ authenticity on the blogs had significant effects on their decision making process, but there was only no significant relationship between the perceived risk and the purchasing intention, (3) trust on the blogs fully mediated the authenticity and the perceived risk on the blogs and partly mediates the authenticity and the purchase intention on the blogs, and (4) there was significant moderating effects between consumers who had purchasing experience and no purchasing experience. In addition, some managerial implications and limitations of the study were discussed based on these results.

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