SNS 마케팅에서 사회적 관계 변수들이 온라인 구전과 구매의도에 미치는 영향
The impact of social relationship variables on eWOM and purchase intention in SNS marketing
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초록
SNS가 소통수단으로서 막강한 영향력을 갖게 됨으로 정보 교류나 경영관리 측면에서도 적극적으로 활용되고 있고 기업의 마케팅에서도 강력한 수단으로 활용되고 있다. 본 연구는 이러한 추세와 관련하여 SNS상에서 소비자들과 자연스럽게 형성되는 사회적관계 변수들이 SNS상에서 이루어지는 온라인 구전 활동과 사후의 구매의도에 미치는 영향을 분석하기 위해 수행되었다. 그와 동시에 온라인 구전이 매개요인으로서 사회적 관계 변수들과 구매의도 사이에서 미치는 영향에 대해서도 조사하고자 한다. SNS에 관련된 문헌들을 폭넓게 수집하여 정리된 내용들을 바탕으로 연구모형과 가설을 도출하고 가설에 관련된 내용을 조사하기 위해 설문서를 작성하고 설문조사가 이루어졌다. 설문조사는 현재에 중국의 위쳇 사용자를 대상으로 온라인과 오프라인 모두를 활용하여 이루어졌고, 최종적으로 406개의 설문서를 확보하여 해당 데이터를 추후 분석에 사용하였다. 본 연구의 실증분석 결과 나타난 주요 내용은 다음과 같다. 첫째, 전반적으로 SNS 사회적 관계 변수들은 온라인 구전 활동에 많은 영향을 미치는 것으로 나타났다. 둘째, 온라인 구전 활동과 구매의도와의 관련성에 있어서 두 가지의 온라인 구전 활동이 구매의도에 긍정적인 유의한 영향을 미치는 것으로 나타났다. 셋째, 온라인 구전은 사회적 관계 변수들과 구매의도간의 관련성을 매개하는 기능을 수행하는 것으로 나타났다. 이후 그에 관련된 종합적인 논의와 시사점들이 논의된다. 본 연구는 이상의 연구 수행을 통해 마케팅 관점에서 온라인 마케팅에서의 중요한 결과변수인 구매의도에 영향을 미치는 요인들을 확인하였다는 점에서 큰 의미가 있다.
Abstract
Purpose : This study was conducted to identify the relationships among social relationship variables naturally formed with consumers on SNS, eWOM and purchase intentions. Research design, data, methodology : Research model was set up based on the relationships among social relationships variables, eWOM and purchase intention. Hypotheses are developed based on the theoretical inference reflecting the research model. The paper uses data from 406 Chinese Wechat users who are relatively frequent use SNS. Results : Major findings are social relationships variables have significant impact on the eWOM construct and purchase intention and eWOM behaviors also have positive effects on purchase intention. The eWOM constructs function as mediating variables between social relationships variables and purchase intentions at SNS. Conclusions : This result implies that firms that want to enhance the performance of marketing using SNS should focus on the forming and using the social relationships at SNS and also should investigate the eWOM behaviors of SNS users and research how to use the eWOM of users in their marketing at SNS.
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