바이럴 마케팅의 온라인 몰 구매후기와 파워 블로그 자기제시가 매개변인 구전효과와 의류구매행동에 미치는 영향
Effect of viral marketing in on-line mall review and power blog self-presentation on mediator variable word of mouth and apparel purchase behavior
1
조회
0
다운로드
10
인용
0
참고문헌
키워드
초록
The purpose of this study was to investigate the effects of power blog self- presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach’s alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.
Abstract
The purpose of this study was to investigate the effects of power blog self- presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach’s alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.
참고문헌 (44)
- Reuben M. Baron, "The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.", Journal of Personality and Social Psychology, 51(6), pp.1173~1182 (1986), American Psychological Association (APA)[DOI]
- Baumeister, R. F., "Theories of group behavior", pp.71~87 (1987), Springer
- Cho, M. -A., "The effect of purchaser’s afternote of internet shopping malls on fashion shopping mall’s trust, satisfaction, commitment and repurchase intention", master, pp.2009
- Gary Hackbarth, "Computer playfulness and anxiety: positive and negative mediators of the system experience effect on perceived ease of use", Information & Management, 40(3), pp.221~232 (2003), Elsevier BV[DOI]
- Thorsten Hennig-Thurau, "Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?", Journal of Interactive Marketing, 18(1), pp.38~52 (2004), Elsevier BV[DOI]
- 홍병숙, "인터넷 쇼핑몰의 패션 상품 구매후기가 소비자의 신뢰, 만족, 몰입 및 재구매의도에 미치는 영향", 한국의류학회지, 33(11), pp.1817~1827 (2009), 한국의류학회
- Jung, J. E., "The effects of word-of-mouth about fashion product in a mobile SNS", master, pp.2012
- Jung, S. M., "The effect of overseas luxury cosmetics pre-tester reviews on consumer purchase behavior", master, pp.2011
- "Proceedings of The Korea Society ofManagement Information", 2005, 497~505
- Kim, C. W., "A study on the SNS characteristics that affect brand attitude factors", master, pp.2011
- 김화동, "인터넷 사용후기의 수용 및 참여태도에 관한 연구: 인터넷 쇼핑 구매자의 쇼핑가치 유형별 차이를 중심으로", 한국심리학회지: 소비자·광고, 12(4), pp.825~842 (2011), 한국소비자·광고심리학회[DOI]
- Kim, H. J., "The influence of attributes of afternotes online on consumer’s attitude and reliability", master, pp.2003
- 김현정, "파워블로그 포스트의 광고 효과 및 구전 효과에 관한 분석: 제품 후기 및 리뷰 포스트의 광고 정보원으로써의 영향력을 중심으로", 한국광고홍보학보, 13(4), pp.315~362 (2011), 한국광고홍보학회
- Kim, H. M., "Word of mouth marketing strategy with power blog: Focusing on the restaurant power blog in the field of food service industry", master, pp.2009
- Kim, H. -J., "The Effect of consumer knowledge, acceptance of reviews on the decision-making process upon the purchase of apparel products through internet", doctor, pp.2011
- 김기영, "외식소비자 구전정보의 송수신 커뮤니케이션 상호작용이 수용성과 구전효과에 미치는 영향에 관한 연구", 산업경제연구, 24(2), pp.991~1025 (2011), 한국산업경제학회
- Kim, M. J., "A study on adolescents’ clothing purchasing behavior in internet shopping mall and clothing shopping orientation", master, pp.2012
- Kim, M. Y., "Examining the perception of common users for self-presentation of power bloggers", master, pp.2010
- 김영찬, "서비스산업에서 온라인 구전정보의 효과성에 영향을 미치는 선행 요인들의 관계에 관한 연구", 광고학연구, 18(4), pp.167~183 (2007), 한국광고학회
- Ko, A. R., "Study on the factors influencing social network service (SNS) users' flow and addiction: Focused on the facebook users", master, pp.2012
- ., "master", Korea University, 2012
- 이진희, "제품 관련 온라인 구전(e-WOM)의 효과: 방향성, 유용성, 상호작용 성향(IR)의 역할", 한국심리학회지: 소비자·광고, 12(2), pp.283~307 (2011), 한국소비자·광고심리학회[DOI]
- 이점수, "소셜 네트워크 서비스 특성이 고객의 충성도에 미치는 영향에 관한 연구", 박사, 디지털경영학과 디지털경영전공, pp.2013
- Long-Chuan Lu, "Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness", Computers in Human Behavior, 34, pp.258~266 (2014), Elsevier BV[DOI]
- Robin Martin, "Levels of consensus and majority and minority influence", European Journal of Social Psychology, 32(5), pp.645~665 (2002), Wiley-Blackwell[DOI]
- 남은우, "블로그 특성이 관계품질과 구매의도에 미치는 영향", 유통과학연구, 8(2), pp.45~54 (2010), 한국유통과학회[DOI]
- 오미현, "SNS 특성에 의한 패션제품 소비자태도가 구매의도 및 온라인구전에 미치는 영향", 석사, 패션머천다이징전공, pp.2014
- Park, D. Y., "A study on the effect of online word of mouth characteristics on brand attitudes and purchase intention", doctor, pp.2013
- Park, J. M., "A study on the impact of cosmetics blog information characteristics on reliability in the process of word of mouth acceptance and word of mouth effect", master, pp.2011
- 박지영, "페이스북 이용 동기에 따른 상호작용성이 패션제품의 구전의도 및 구매의도에 미치는 영향", 박사, 패션학과 패션마케팅전공, pp.2014
- 박진영, "SNS를 통한 구전정보의 특성이 구전 효과에 미치는 영향", 관광연구, 27(6), pp.385~408 (2013), 대한관광경영학회
- Park, K. -A., "A study on the roles of source characteristics of word of mouth and consumer's product attitudes in the development of purchase intentions", master, pp.2003
- Park, S. H., "A study of the influence of on-line word-of-mouth on the customer purchase intention", doctor, pp.2011
- Roh, S., "How power blogger becomes a credible source online: The role of perceived selective self-presentation and tie strength", master, pp.2013
- 서현진, "온라인 구매후기의 방향성과 평가내용이 패션상품에 대한 소비자 태도에 미치는 영향", 복식문화연구, 21(3), pp.440~451 (2013), 복식문화학회[DOI]
- Seo, M. S., "Influence of online word of mouth information on attitudes toward fashion goods", master, pp.2008
- 심완섭, "I-VALS 유형특성과 온라인 구전방향 성향과의 관계분석", e-비즈니스연구, 13(3), pp.481~498 (2012), 국제e-비즈니스학회[DOI]
- 송소진, "온라인패션 구전에 따른 패션제품 관여와 인터넷 구매행동", 한국의류학회지, 31(3), pp.410~419 (2007), 한국의류학회
- Brian D. Till, "The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs", Journal of Advertising, 29(3), pp.1~13 (2000), Informa UK Limited[DOI]
- Daniel Wentzel, "Can Friends Also Become Customers? The Impact of Employee Referral Programs on Referral Likelihood", Journal of Service Research, 17(2), pp.119~133 (2014), SAGE Publications[DOI]
- "doctor", Korea University, 2015
- Yoo, E. J., "The effects of online consumer review on the attitude toward the product and purchase intention changes: Focusing on the brand strength, the valence of information and the consensus of information", master, pp.2008
- Yoo, J., "A study on creative marketing communication for entrepreneurial business: With focusing on viral marketing strategies based on case studies", master, pp.2012
- Feng Zhu, "Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics", Journal of Marketing, 74(2), pp.133~148 (2010), American Marketing Association (AMA)[DOI]