B2B 고객추천 컨텐츠의 효과성: 이중경로 메커니즘
Effectiveness of B2B Customer Reference Contents: Dual Process Mechanism
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
정보기술의 발달로 인해 B2B 기업들은 지속적인 경쟁우위를 창출하기 위하여 고객추천 컨텐츠에 주목하고 있다. 고객추천 컨텐츠는 기존 고객의 성공사례를 기반으로 B2B 공급업체의 제품을 추천하는 마케팅 커뮤니케이션으로, 잠재고객의 구매위험감소, 자사의 브랜드 자산강화 등 기업의 다양한 가치를 창출하는 원동력으로 작용할 수 있기 때문이다. 하지만 고객추천 컨텐츠의 다양한 성장동력에도 불구하고, 구매자가 지각하는 고객추천 컨텐츠에 대한 효과성에 대한 연구는 매우 미흡하였다. 이에 본 연구에서는 구매자들이 지각하는 고객추천 컨텐츠가 구매위험에 어떠한영향을 미치는지를 파악하고 컨텐츠 신뢰성 및 컨텐츠 회의성을 통한 메커니즘을 파악하였다. 분석결과, 첫째, 고객추천 컨텐츠는 구매위험에 부(-)의 영향을 미치는 것으로 파악되었다. 둘째, 고객추천 컨텐츠가 잠재고객의 구매위험에 미치는 영향에 있어 컨텐츠 신뢰성과 컨텐츠 회의성에 관한 매개적 역할을 다른 결과를 보였다. 즉, 컨텐츠 신뢰성은 고객추천 컨텐츠와 구매위험의 관계에 있어 매개역할을 수행하는 것으로 확인되었다지만만, 컨텐츠 회의성은 고객추천 컨텐츠와 구매위험의 관계에 있어 매개효과가 없는 것으로 파악되었다. 마지막으로, 본 연구는 실증분석결과를 바탕으로 다양한 학문적·실무적 시사점을 제시하였다.
Abstract
Due to the development of information technology, B2B firms are paying attention to customer reference contents in order to gain a competitive advantage. Customer reference content is a marketing communication that recommends products from B2B suppliers based on the success stories of existing customers. Although most of the existing studies have discussed the importance of customer reference content effectiveness from a supplier’s point of view, there has been lack of studies that reveal how customer reference content influences purchase risk from a buyer's point of view. Accordingly, from the perspective of buyers, the purpose of this research is to empirically investigate the relationship between customer reference content, content credibility, content skepticism, purchase risk. The results of empirical test showed that customer reference contents are negatively related to purchase risk. Second, content credibility did mediate negative relationship between customer reference contents are purchase risk. Third, content skepticism dis not mediate negative relationship between customer reference contents are purchase risk. Finally, based on the results of empirical analysis, this study suggested various academic and practical implications.
참고문헌 (33)
- 고객추천 컨텐츠’ B2B 기업의 디지털 커뮤니케이션, "김영찬", AD Academy, 20~22 (2018)
- Anderson, J. C., "Purchasing Higher-Value, Higher-Price Offerings in Business Markets", Journal of Business-to-Business Marketing, 17(1), pp.29~61 (2010)
- Bagozzi, R. P., "On The Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1988)
- Brian, B. P., "When Do B2B Brands Influence the Decision Making of Organizational Buyers? An Examination of the Relationship between Purchase Risk and Brand Sensitivity", International Journal of Research in Marketing, 28(3), pp.194~204 (2011)
- Bengtsson, A., "Co-branding on Industrial Markets", Industrial Marketing Management, 34(7), pp.706~713 (2005)
- Chaffey, D., "eMarketing eXcellence: Planning and Optimizing Your Digital Marketing" (2013), Routledge
- Darke, P. R., "The Defensive Consumer : Advertising Deception, Defensive Processing, and Distrust", Journal of Marketing Research, 44(1), pp.114~127 (2007)
- Escalas, J. E., "Narrative Processing: Building Consumer Connections to Brands", Journal of Consumer Psychology, 14(1), pp.168~180 (2004)
- Ford, D., "The Development of Buyer‐Seller Relationships in Industrial Markets", European Journal of Marketing, 14(5), pp.339~353 (1980)
- Fornell, C., "Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- "US interactive marketing forecast/from," (2016)[URL]
- Green, M. C., "The Role of Transportation in The Persuasiveness of Public Narratives", Journal of Personality and Social Psychology, 79(5), pp.701~721 (2000)
- Referral Equity and Referral Management: The Supplier Firm's Perspective, "Hada, M.", Emerald Group Publishing Limited, 93~144 (2010)
- Hada, M., "Supplier-Selected Referrals", Journal of Marketing, 78(2), pp.34~51 (2014)
- Hayes, A. F., "Introduction to Mediation, Moderation, and Conditional Process Analysis : A Regression-Based Approach" (2013), The Guilford Press
- Helm, S., "Basking in Reflected Glory : Using Customer Reference Relationships to Build Reputation in Industrial Markets", Industrial Marketing Management, 39(5), pp.737~743 (2010)
- Jalkala, A., "Practices and Functions of Customer Reference Marketing—Leveraging Customer References as Marketing Assets", Industrial Marketing Management, 39(6), pp.975~985 (2010)
- Kumar, V., "Defining, Measuring, and Managing Business Reference Value", Journal of Marketing, 77(1), pp.68~86 (2013)
- Lien, N. -H., "Narrative Ads : The Effect of Argument Strength and Story Format", Journal of Business Research, 66(4), pp.516~522 (2013)
- Lusch, R. F., "Service-Dominant Logic : Reactions, Reflections and Refinements", Marketing Theory, 6(3), pp.281~288 (2006)
- "Young Buyers are Driving B2B Expectations of B2C-like Experiences" (2018)[URL]
- "How B2B Digital Leaders Drive Five Times More Revenue Growth than Their Peers, McKinseyQuarterly" (2016)[URL]
- Moriarty Jr, R. T., "An Empirical Investigation of the Information Sources used during the Industrial Buying Process", Journal of Marketing Research, 21(2), pp.137~147 (1984)
- Nunnally, "Psychometric Theory" (1978), Lawrence Erlbaum Associates
- Obermiller, C., "Development of a Scale to Measure Consumer Skepticism toward Advertising", Journal of Consumer Psychology, 7(2), pp.159~186 (1998)
- Obermiller, C., "Ad Skepticism : The Consequences of Disbelief", Journal of Advertising, 34(3), pp.7~17 (2005)
- Purohit, D., "Effect of Manufacturer Reputation, Retailer Reputation, and Product Warranty on Consumer Judgments of Product Quality : A Cue Diagnosticity Framework", Journal of Consumer Psychology, 10(3), pp.123~134 (2001)
- Reuber, A. R., "The Company You Keep : How Young Firms in Different Competitive Contexts Signal Reputation through Their Customers", Entrepreneurship Theory and Practice, 29(1), pp.57~78 (2005)
- Salminen, R. T., "Role of References in Business Marketing–Towards a Normative Theory of Referencing", Journal of Business-to-Business Marketing, 13(1), pp.1~51 (2006)
- Simonson, I., "What Marketers Misunderstand about Online Reviews", Harvard Business Review, 92(1), pp.7~10 (2014)
- Stuart, T. E., "Interorganizational Endorsements and the Performance of Entrepreneurial Ventures", Administrative Science Quarterly, 44(2), pp.315~349 (1999)
- Terho, H., "Customer Reference Marketing : Conceptualization, Measurement and Link to Selling Performance", Industrial Marketing Management, 64(5), pp.175~186 (2017)
- Webster, F. E., "A Roadmap for Branding in Industrial Markets", Journal of Brand Management, 11(5), pp.388~402 (2004)