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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. The Effect of Social Media Comments
on Consumers’ Responses to Food Safety Information

3. 연구가설
음식 위험에 대한 SNS의 코멘트가
사용자의 위험도 인식에 영향을 미치는가?

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. 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. 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. 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. 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. 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. 결과
ANCOVA 분석.

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. 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. 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. 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. 햇볕이 차가워지는 11월에는 생의 안쪽을 생각하게 되어 좋다.