E-ELM을 적용한 내러티브 설교의 설득 메커니즘: 전문성의 조절된 매개효과를 중심으로

초록

This study examines the effects of message format (narrative vs. non-narrative) on recipients' psychological responses and persuasive outcomes by applying the Extended Elaboration Likelihood Model (E-ELM), and explores the moderating role of source expertise. Using sermons as an experimental context for narrative persuasive messages, an experiment was conducted with 200 Christian adults. Results indicated that the narrative format significantly increased recipients' transportation compared to the non-narrative format, and this transportation sequentially mediated identification and attitude to enhance behavioral intention and interpersonal communication intention. The direct effect of message format was not significant, confirming a complete mediation structure. Meanwhile, source expertise significantly moderated both the 'transportation→identification' and 'identification→attitude' pathways, with higher levels of expertise weakening the effects of both pathways. This suggests that when source expertise is perceived as high, recipients can directly accept messages based on source credibility without going through transportation and identification. This study holds theoretical and practical significance in empirically identifying the mechanisms of narrative persuasion, presenting possibilities for the strategic combination of message format and source attributes, and extending persuasion communication theory to the domain of religious communication.

키워드