메시지 측면성 효과에 대한 연구는 주로 광고 메시지의 영향을 중심으로 수행되어 왔으나, 가장 먼저 고객을 접하고 제품을 판매하는 접점 판매원의 언어적 메시지에 대한 연구는 상대적으로 매우 부족한 실정이다. 본 연구의 목적은 판매원의 언어적 메시지 유형에 따른 판매원에 대한 태도와 메시지 수용의도에 미치는 영향을 밝히고, 그 과정에서 소비자 설득지식과 쇼핑목적이 어떠한 조절역할을 하는지를 규명하고자 한다. 본 연구는 시나리오기법을 통해 매장에서 의류제품을 판매하는 과정에서 판매원의 언어적 메시지, 고객의 쇼핑목적을 조작하고 설득지식수준을 두 집단으로 분류하여 그 차이를 확인한 다음, 이들이 판매원에 대한 태도와 메시지 수용의도에 미치는 영향을 실증적으로 분석하였다. 실험의 외적 타당성을 높이기 위해 판매원 매력성의 영향력을 통제한 상황에서 분석을 실시하였다. 실증분석 결과, 메시지 유형이 판매원 태도와 수용의도에 미치는 영향에서 쇼핑목적의 조절효과는 유의하게 나타났으며, 설득지식은 메시지 수용의도에만 조절역할을 하는 것으로 조사되었다. 본 연구의 결론에는 연구결과의 요약과 시사점, 그리고 한계점을 논의하고, 미래연구에 대한 제언을 하였다.

A sidedness effect of the message has been heavily studied in the advertising area. The topic, however, has been relatively ignored in the context of the salesperson who is the primary contact point on the front-line, where the most frequent contact with customers happens. The purpose of this study is to examine sidedness effects of a salesperson`s verbal message and moderating roles of the shopping purpose and persuasion knowledge, after controlling an impact of the salesperson`s attractiveness. Recognizing these phenomena, we proposed differential effects of message type by shopping purpose(purchase / window shopping) and customer persuasion knowledge. Thus, this study examined 1) main effects of salesperson`s verbal message type (one-sided message vs. two-sided message), 2) interaction effects between message type and shopping purpose, and 3) interaction effects between message type and persuasion knowledge. To test these research hypotheses, this study conducted experimental designs. Four hundred ninety-eight undergraduate students were assigned to one of the four experimental groups. Message type and shopping purpose were manipulated as between-subject factors. Five items were used to measure participants` persuasion knowledge. Then participants were classified into high or low group based on their knowledge level to salesperson`s interpersonal marketing persuasion. Dependent variables were attitude toward salesperson and acceptance intention. Referring to prior research, we employed eight items to measure the dependent variables. Seven point Likert-type scales were used to measure the eight items. Hypotheses relating to the dependent variables of attitude toward salesperson and acceptance intention were examined by MANCOVA followed by contrast between treatment groups. The data demonstrate that message types have a significant effect on both attitude toward the salesperson and acceptance intention. In addition, consumers` shopping purpose plays a significant moderating role between the message types and the dependent variables. Furthermore, consumers` persuasion knowledge also shows a moderating effect on the acceptance intention, yet not on the attitude toward the salesperson. The results of this study contribute to the literature as a new attempt to examine the sidedness effect of the message in the sales area. The results of this study suggest various implications for sales encounter by indicating salesperson`s verbal message as an important factor which can enhance customers` positive responses but has been passed over by the previous research. We also indicated the limitations of this study, and suggested the future research directions.