온라인에 올린 유명인의 재 포스팅 메시지가 사용자의 태도와 구매의도에 미치는 영향
The Effect of On-line Reposting on User’s Brand Attitude and Purchase Intention
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연구목적: 온라인에서 유명인이 다른데서 퍼온 제품에 대한 메시지가 그걸 접하는 사용자의 제품에 대한 태도와 구매의도에 미치는 영향과의 관계를 규명하는데 본 연구의 목적이 있다. 즉 유명인이 타 사용자의 의견을 퍼온 경우와 제품 회사에서 퍼온 내용을 비교하여, 출처에 따라, 달라질 수 있는 글을 읽는 사용자의 제품에 대한 선호도를 본 연구에서는 규명하고자 한다. 논문구성/논리: 본 연구는 크게 세가지(3)의 원인, 결과 경로를 분석하고자 한다. 첫째로 유명인의 재포스팅(타 유저의 의견 vs. 해당 제품 회사의 의견)과 해당 제품에 대한 독자 혹은 유저들의 제품 태도, 그리고 구매의도를 알아보는 것이 두 개의 경로에 해당된다. 마지막으로 이 두 개의 경로에 대한 제품 관여도의 조절효과를 분석하고자 한다. 결과: 실험 결과에 따르면 인터넷 셀레브리티가 UGC 보다 BGC를 재 포스팅할 때 소비자들은 제품 태도에 대해 더 긍정적으로 반응하는 것으로 나타났다. 하지만 제품구매의도에는 영향을 미치지 않는 것으로 나타났다. 또한 제품 관여도의 조절효과는 나타나지 않았다. 독창성/가치: 본 연구를 통해 인터넷 유명인의 재 포스팅 행동이 소비자 의사결정에 어떠한 영향을 미치는지 연구함으로써 학문적인 의의가 있으며, 기업에 있어서는 브랜드 유명인에 관한 전력수립에 도움을 줄 것으로 기대한다.
Abstract
Purpose: The present study investigates the influence of online reposting by celebrities on users' perceived brand attitude and purchase intention of the products they endorse. This is to understand how users of are influenced by the recommendations celebrities post on their blogs. In addition, we explore how the fit on the image between the celebrity and the products they endorse affects users' favorably about the products. Composition/Logic: This research examines three causal pathways: reposting by celebrities, their brand attitude and purchase intention, and the moderating effect of product involvement in the pathway between reposting and both brand attitude and purchase intention. Findings: The study demonstrates that celebrities' reposting content (BGC vs. UGC) has a major effect on consumers' brand attitude. In other words, when an internet celebrity reposts brand-related content from an official brand account and not as a user, consumers make a more positive evaluation of the brand. However, consumers' purchase intention shows no difference between UGC and BGC reposting conditions. In addition, product involvement failed to moderate the effect of reposting content on consumers' responses. Originality/Value: This research contributes toward internet celebrity marketing literature in examining their reposting behavior as well as in providing suggestions to marketers about the use of internet celebrities.
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