온라인 리뷰의 질적 평가에 관한 비교연구: MZ세대를 중심으로

A Comparative Study on the Qualitative Evaluation of Online Reviews: Focusing on Generation MZ

Purpose - This study aims to enhance the qualitative evaluation of online reviews by categorizing and comparing various characteristics. It specifically focuses on two key aspects: review message attributes (review volume and review valence) and review site characteristics (review site source credibility). The goal is to understand how these factors influence consumer purchasing decision-making processes in the context of online shopping. Design/Methodology/Approach - The research employs qualitative methods to analyze online reviews, exploring the relationships between review volume, review valence, and the credibility of the review source. By examining consumer responses, the study assesses how these characteristics affect consumer agreement and advocacy regarding products and review platforms. Findings - The analysis reveals that a high volume of reviews with clear valence, whether positive or negative, correlates with increased levels of consumer agreement and advocacy for the review site. Additionally, reviews from highly credible sources that exhibit clear valence generate even greater levels of consumer agreement and advocacy. These findings highlight the significance of both the quantity and quality of reviews in shaping consumer perceptions. Research Implications - The insights gained from this study are expected to provide effective strategies for businesses that utilize online reviews as a marketing tool. By emphasizing the importance of managing review volume, valence, and source credibility, businesses can enhance consumer trust and positively influence purchasing decisions. This research contributes valuable knowledge to the fields of digital marketing and consumer behavior.