소비자 의사결정과정에서 메시지 방향성의 조절적 효과: 수산 가공식품을 중심으로

Abstract

Purpose: Many studies of message valence focused on individual dependent variables of message valence, respectively, so they failed to approach in the hole view of consumer decision making process. In this study we defined consumer purchase decision making as the causal relationship between brand image, brand attitude, purchase intention and word-of-mouth intention. Research design, data, and methodology: We divided the sample into 3 subsamples and presented each subsample with a questionnaire which include one message of three types about tuna can and 12 items of 4 research constructs. We used structural equation modeling to test causal relationships between brand image, brand attitude, purchase intention, and word-of-mouth and multi-group analysis to find moderate effects of message valence in three causal paths. Results: The main result of this study are, first, the effects positive message was better than those of negative message in the relationship between brand image and brand attitude. Conclusions: Manufacturers and intermediaries should use the positive messages of marine processed food which type is commodity than negative and two-sided messages of it. However things that should be remembered are their corporate social responsibility. If disadvantages of their products are found, they should suggest to their consumers negative messages as well as positive messages of their products.