세가지 차원의 리뷰어 경험이 리뷰 유용성에 미치는 영향: 온라인 게임 플랫폼 스팀을 중심으로
Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
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초록
본 연구에서는 정보원천 신뢰도 이론을 바탕으로 리뷰를 제공하는 원천인 리뷰어의 경험이 리뷰의 유용성에 미치는 영향을 탐색하고자 한다. 구체적으로, 리뷰어의 경험을 세가지 차원 - 제품 구매 경험, 리뷰 작성 경험, 그리고 제품 사용 경험 - 으로 세분화하여 리뷰의 유용성에 미치는 영향을 검증한다. 온라인 게임 플랫폼인 스팀에서 500개 게임의 443,432개의 리뷰를 수집하여 다중회귀분석을 통해 분석한 결과, 리뷰어의 제품 구매 경험과 리뷰 작성 경험은 리뷰 유용성에 긍정적인 영향을 미친다고 나타났다. 그러나 제품 사용 경험이 낮거나 높은 경우 리뷰 유용성이 높은 반면, 제품 사용 경험이 중도인 경우 유용성이 낮아지는 U자형의 관계가 분석되었다. 이는 플랫폼에서 다양한 측면의 리뷰어의 경험을 구체적으로 제공할 경우, 이용자들이 더 쉽게 유용한 리뷰를 식별할 수 있게 되고 플랫폼의 가치가 증가할 수 있음을 시사한다.
Abstract
In this study, we aim to explore the impact of the experiences of review providers, referred to as reviewers, on the usefulness of reviews based on the theory of source credibility. Specifically, we examine three dimensions of reviewer experience - product purchasing experience, review writing experience, and product usage experience - to validate their influence on the usefulness of reviews. We collected 443,432 reviews for 500 games from the online gaming platform, Steam, and analyzed the data using hierarchical regression analysis. The results revealed that reviewer's product purchasing experience and review writing experience positively affect the usefulness of reviews. However, in the case of product usage experience, reviews received high usefulness ratings when the experience was either low or high, whereas the usefulness rating decreased when the product usage experience was moderate, showing a U-shaped relationship. This suggests that by providing specific information about reviewer experiences from various aspects on the platform, users can more easily identify useful reviews, leading to an increase in the platform's value.
Keywords:
review helpfulness, source credibility, online game platform, reviewer experience, experience goods키워드:
리뷰 유용성, 정보원천 신뢰도, 온라인 게임 플랫폼, 리뷰어 경험, 경험재Acknowledgments
이 논문은 2023년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2023S1A5A8079952)
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∙ 저자 배성훈은 경북대학교 경상대학 경영학부에서 경영정보학 전공으로 석사학위를 받았으며, 현재 빅태블릿 기업부설 빅데이터 연구소에 재직중이다. Asia Pacific Journal of Marketing and Logistics, 정보시스템연구, 지식경영연구에 논문을 게재하였다. American Marketing Association, The Australian and New Zealand Marketing Academy에서 학회발표를 진행하였다. 주요 연구분야는 온라인 구전, 게임 IP, 공유 경제, 그리고 챗봇 등이다.
∙ 저자 이새롬은 현재 경북대학교 경상대학 경영학부의 부교수로 재직중 이며, 부산대학교 무역학과 졸 업(학사) 서울대학교에서 경영정보학 전공으로 경영학 박사학위를 받았다. Computer & Human Behavior, International Journal of Information Management, Computer & Education, Journal of Electronic Commerce Research, 지식경영연구, 전자거래학회지, 벤 처창업연구 등에 논문을 게재 하였다. 주요 연구 분야는 개방적 협업, 기술 혁신, 기술 예 측, ICT R&D 정책, 소셜벤처, 그리고 온라인 구전 등이다.
∙ 저자 백현미는 현재 고려대학교 미디어학부 부교수로 재직 중이며, 서울대학교에서 경영정보학 전공으로 경영학 박사학위를 받았다. Computers in Human Behavior, International Journal of Information Management, Journal of Electronic Commerce Research, Internet Research, 전자거래학회지, 경영학연구, 한국방송학보, 방송통신연구 등에 논문을 게재하였다. 주요 연구 분야는 미디어경영, 뉴미디어, 온라인 구전 등이다.