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중국 소비자의 문화적 가치, 통제위치 및 온라인 구전정보 의존도와의 관계에 관한 연구

A Study on the Relationships among Chinese Consumers' Cultural Value, Locus of Control and e-WOM Information Reliance

김경희|채명수
한국국제통상학회 (The Korean Association of Trade and Industry Studies)|2011.12|국제통상연구 (Journal of International Trade and Industry Studies)|제16권 제4호|pp. 165-196

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문화적 가치Cultural valuelocus of control온라인 구전정보통제위치휴리스틱 정보처리체계적 정보처리electronic word-of-mouthheuristic information processingsystematic information processing
주제분류무역학

초록

일반적으로 소비자들은 온라인 구전정보와 같은 설득적 메시지를 접했을 때 두 가지 형태의 정보처리 과정에 의존하여 구매의사결정을 내리게 된다. 즉, 체계적 정보에 의존하여 구매의사결정을 내리는 체계적 정보처리 과정과, 휴리스틱 정보에 의존하여 구매의사결정을 내리는 휴리스틱 정보처리 과정을 들 수 있다. 이때 의존하는 설득정보의 형태는 소비자들의 개인 성향에 따라 달라지게 되는데, 문화적 가치와 통제위치는 소비자 행동을 예측하는데 매우 유용한 개인 성향이며, 설득정보의 형태에 영향을 미치는 요인으로 인식되고 있다. 그러나 온라인 구전과 관련된 기존연구들을 살펴보면, 온라인 구전에서의 문화적 가치의 효과를 검증한 연구는 소수에 불과하며, 통제위치에 관한 연구는 큰 주목을 받지 못하고 있다. 따라서 본 연구에서는 개인수준의 문화적 가치-통제위치-온라인 구전정보 의존도 관계를 검증하기 위하여 기존연구들을 종합적으로 고찰하였고, 이를 통해 이들 간의 관계를 나타내는 연구모형과 연구가설을 설정하였으며, 실증분석을 통해 가설검증을 실시하였다.주요 결과를 살펴보면,개인수준의 문화적 가치-통제 위치-온라인 구전정보 의존도의 관계 검증을 통해 온라인 구전에서의 문화적 가치의 중요성과 문화적 가치의 효과를 제고시키는 통제위치의 매개적 역할에 대한 중요성을 확인할 수 있었다.

Abstract

Consumers generally make purchase decisions based on two types of information processing when they are exposed to persuasive messages like electronic word-of-mouth(e-WOM). The two types of information processing are heuristic and systematic information processing. While the former is dependent upon systematic information, the latter puts more focus on heuristic information to make a purchase decision. On the other hand, the types of persuasive information can be different because of individual characteristics like cultural value and locus of control. Cultural value and locus of control are very useful to forecast consumer behavior and are recognized as the determinant for the types of persuasive information. However, the previous research did not validate the impact of cultural value on e-WOM, and locus of control did not gain much attention from academics. Therefore, this study tries to empirically test the relationships among cultural value, locus of control, and e-WOM on the individual level. To do this, we reviewed the previous research thoroughly and research hypotheses were established based on those reviews. The test results show the importance of individual cultural value in the context of e-WOM and verify the mediating role of locus of control in enhancing the effects of cultural value.

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