본문 바로가기
KERD
논문KCI 등재

자아 일치성이 구전의향에 미치는 영향에 관한 연구: 자아욕구의 매개효과를 중심으로

The Effects of Self-Congruity on Word-of-Mouth Intention: The Mediating Role of Self-Needs

이형탁|김경호
한국기업경영학회 (Korean Corporation Management Association)|2016.04|기업경영연구 (Korean Corporation Management Review)|제23권 제2호|pp. 211-231|DOI http://dx.doi.org/10.21052/KCMR.2016.23.2.11

0

조회

0

다운로드

8

인용

0

참고문헌

키워드

구전구전의 방향성자아 일치성구전의향WOM Intention자아욕구Self enhancement motiveSelf Confirmation motiveValence of WOMActual Self congruity NeedsIdeal Self Congruity Needs
주제분류경영학

초록

소비자들의 구전이 마케팅 도구로서의 영향력이 점점 더 커지고 있는 상황에서 구전에 대해 많은 연구자들과 실무자들의 관심이 지속되고 있다. 구전에 관해 그간 많은 연구들이 있었는데 대부분의 연구는 고객들의 구전의향을 관계 마케팅의 결과 변수 정도로 고려하는 경우이거나, 혹은 가시적인 고객구전 보상프로그램 운영 전략에 관한 연구가 대부분이었다. 이에 본 연구는 브랜드 관리 관점에서 고객 구전 유도 전략을 도출하고자 시행되었다. 자아 일치와 구전의향의 매개 변수로 자아유지욕구와 자아향상욕구를 고려하였고, 자아 일치는 실제적 자아 일치와 이상적 자아 일치로 구분하여 그 효과를 확인하였다. 또한 구전의향도 긍정적인 브랜드 경험 고객들의 긍정 구전의향과 부정적 브랜드 경험 고객들의 부정적 구전의향을 측정하였다. 분석 결과, 긍정적 경험과 부정적 경험 상황에서 모두 현실적 자아는 자아유지욕구에 영향을 미치고 이상적 자아는 자아향상욕구에 영향을 미치는 것으로 나타났다. 긍정적 경험 후에는 이상적 자아의 영향을 받는 자아 향상 욕구가 구전의향에 더 큰 영향을 미치는 것으로 나타났고, 부정적 경험 후에는 자아 향상 욕구에 비해 현실적 자아의 영향을 받는 자아 유지 욕구가 부정적 구전의향을 더 높이는 것으로 나타났다. 브랜드 관리적 관점에서 시행된 본 연구는 기업에게 자사의 이미지를 소비자들의 이상적 자아와의 일치시킬 때 긍정적 부정적 구전에서 모두 도움이 된다는 사실을 제시하고 있다.

Abstract

Because consumers usually perceive it more sincere than any other marketing tools, Word-of-Mouth(WOM) grows strong impact on consumer behaviors. As the influence of word-of-mouth on consumer's decision making escalated, the interest of marketing researchers and practitioners about the WOM grew. Whilst there were a lot of research on WOM, most of the research has considered the WOM intention of customers as a result variable of relationship marketing, or dependent variables in customer WOM rewards program. This study was performed to elicit the customer word-of-mouth intention derived from brand management perspective. Self-enhancement and self-affirmation motives are considered as mediating variables between self congruity and WOM intention. The variables, self congruity was classified as actual self congruity and ideal self congruity to be verified. The types of consumer experiences are considered as an moderating variables. This research focuses on the impact of self-congruity(actual or ideal self-congruity) on WOM intention and the mediating role of self-needs(self-enhancement and self-affirmation need). The surveys were answered by the students of the marketing classes at the university in Daegu, in November 2014. 446 surveys were distributed and 435 responses were used for the final analysis. There are two groups for this research, one group was asked to answer with the experience of the recent positive consumer experience in mind, the other group was asked to respond the survey recalling a recent negative experience. In 435, 218 answered the questions with their positive consumer experience and 203 answered the questions with negative consumer experience. in positive consumer experience condition, 126 males and 92 female answered and there are 118 male and 85 female responses in negative consumer experience condition. Empirical results show that actual self-congruity has positive impact on self-affirmation need, while ideal self-congruity influences positively self-enhancement need. In addition. WOM intention is influenced strongly by self-enhancement need than self-affirmation in positive WOM condition. In contrast, self-affirmation need has stronger impact on WOM intention compared to self-enhancement in negative WOM condition. With this research, it can be said that ideal self-congruity is more important for managing WOM because it has stronger impact on WOM intention with consumers’ positive experiences. Even though, this study has lots of academical and practical implications, there are also limitation. In this research, actual and ideal self congruity was considered and compared. But previous researchers said customers consider various self congruities when they make buying decisions, like social self congruity. We suggest to put the various self congruity into the research model and compare the effects of the congruity. Then it could be more meaningful research.

참고문헌 (71)

  1. 권민택, "브랜드-자아이미지 일치성 결정요인이 브랜드 충성도에 미치는 영향: 자아 - 동기의 역할을 중심으로", 소비자학연구, 20(2), pp.221~254 (2009), 한국소비자학회
  2. 김문섭, "스마트폰 구전에 있어서 브랜드-자아 일치성과 동조성의 역할에 관한 연구 : 단말기와 이동통신서비스의 영향력 비교를 중심으로", 광고학연구, 23(1), pp.281~299 (2012), 한국광고학회
  3. 김문섭, "자아 일치성과 기능적 일치성이 브랜드 마케팅 성과에 미치는 영향에 관한 연구 -항공 서비스의 전략적 시사점을 중심으로-", 한국항공경영학회지, 10(1), pp.3~22 (2012), 한국항공경영학회
  4. 심현숙, "브랜드 체험이 브랜드 개성 및 브랜드 자산에 미치는 영향 - 제품군과 소비자 관여도의 조절효과를 중심으로 -", 기업경영연구, 23(1), pp.191~224 (2016), 한국기업경영학회[DOI]
  5. 유순근, "실제적 자아일치성과 이상적 자아일치성이 브랜드 충성도에 미치는 영향:브랜드 태도와 정서적 브랜드 애착의 매개효과", 기업경영연구, 19(4), pp.283~303 (2012), 한국기업경영학회[DOI]
  6. 이동진, "브랜드-자아 일치성, 브랜드-이벤트 일치성, 이벤트-자아 일치성이 소비자의 브랜드 관계의 질에 미치는 영향에 관한 연구", 소비자학연구, 19(2), pp.191~213 (2008), 한국소비자학회
  7. 이동진, "기능적 일치성과 자아 일치성이 소비 삶의 질 평가 (PQOLI)에 미치는 영향에 관한 연구: 예방적 감정과 향상적 감정의 매개효과를 중심으로", 소비자학연구, 22(1), pp.117~138 (2011), 한국소비자학회
  8. 이상기, "O2O의 구전의도에 미치는 요인: 사용자 만족과 지속적 사용의도의 매개효과와 성별 조절효과를 중심으로", 기업경영연구, 23(1), pp.155~190 (2016), 한국기업경영학회[DOI]
  9. Aaker, Jennifer L., "Dimensions of Brand Personality", Journal of Marketing Research, pp.347~356 (1997)
  10. Alexandrov, Aliosha., "The Effects of Social-and Self-motives on the Intentions to Share Positive and Negative Word of Mouth", Journal of the Academy of Marketing Science, 41(5), pp.531~546 (2013)
  11. Anderson, Eugene, "Customer Satisfaction and Word of Mouth", Journal of Service Research, 1(1), pp.5~17 (1998)
  12. Anderson, J. C., "Structural Equation Modeling in Practices : A Review and Recommended Two Step Approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
  13. Arndt, Johan, "Word of Mouth Advertising : A Review of the Literature" (1967), Advertising Research Foundation
  14. Assael, Henry, "Consumer Behavior and Marketing Action" (1998), South Western College Publishing
  15. Asugman, Gulden, "An Evaluation of Negative Word-of-Mouth Research for New Extensions", Advances in Consumer Research, 3, pp.70~75 (1998)
  16. Bagozzi, R. P., "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1988)
  17. Ball, D., "The Role and Measurement of Attachment in Consumer Behavior", Journal of Consumer Psychology, 1(2), pp.155~172 (1992)
  18. Batson, C. D., "The Altruism Question : Toward a Social Psychological Answer" (1991), Lawrence Erlbaum Associates
  19. Baumeister, R. F., "The Need to Belong : Desire for Interpersonal Attachments as a Fundamental Human Motivation", Psychological Bulletin, 117, pp.497~529 (1995)
  20. Beggan, James K., "On the Social Nature of Nonsocial Perception : The Mere Ownership Effect", Journal of Personality and Social Psychology, 62(2), pp.229~237 (1992)
  21. Belch, George E, "Belief Systems and the Differential Role of the Self-Concept", Advances in Consumer Research, 5(1), pp.320~325 (1978)
  22. Belk, Russell, "Possessions and Self" (1988), John Wiley &Sons, Ltd
  23. Berger, J., "What Makes Online Content Viral?", Journal of Marketing Research, 49(2), pp.192~205 (2012)
  24. Bollen, K. A., "Structural Equations with Latent Variables" (1989), Wiley
  25. Bone, Paula Fitzgerald, "Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments", Journal of Business Research, 32(3), pp.213~223 (1995)
  26. Brown, Tom J., "Spreading the Word : Investigating Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context", Journal of the Academy of Marketing Science, 33(2), pp.123~138 (2005)
  27. Busch, P., "Marketing : Strategic Foundation" (1985), Richard D. Irwin, Inc
  28. Campbell, D. T., "Convergent and Discriminant Validation by the Multitrait-Multimethod Matrix", Psychological Bulletin, 56, pp.81~105 (1959)
  29. De Matos C. A., "Word-of-Mouth Communications in Marketing : A Meta-Analysis Review of the Antecedents and Moderation", Journal of the Academy of Marketing Science, 36, pp.578~596 (2008)
  30. Ditcher, Ernest, "How Word-of-Mouth Advertising Works", Harvard Business Review, 44(6), pp.147~166 (1966)
  31. Dolich, Ira J., "Congruence Relationships between Self Images and Product Brands", Journal of Marketing Research, 6(1), pp.80~84 (1969)
  32. Dwyer, F. Robert., "Developing Buyer-Seller Relationships", Journal of Marketing, 51(2), pp.11~27 (1987)
  33. Engel, J. F., "Consumer Behavior" (1993), Dryden Press
  34. Epstein, Seymour, "Personality: Basic Aspects and Current Research", pp.81~132 (1980), Prentice-Hall
  35. Escalas, J. E., "You Are What They Eat : The Influence of Reference Groups on Consumers’ Connections to Brands", Journal of Consumer Psychology, 13(3), pp.339~348 (2003)
  36. Escalas, J. E., "Self‐Construal, Reference Groups., and Brand Meaning", Journal of Consumer Research, 32(3), pp.378~389 (2005)
  37. Festinger, Leon, "A Theory of Social Comparison Processes", Human Relations, 7(2), pp.117~140 (1954)
  38. Fournier, Susan, "Consumers and Their Brands : Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24(4), pp.343~353 (1998)
  39. Garbarino, Ellen, "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships", Journal of Marketing, 63(2), pp.70~87 (1999)
  40. Gitelson, Richard J., "The Planning Horizons and Sources of Information Used by Pleasure Vacationers", Journal of Travel Research, 21(3), pp.2~7 (1983)
  41. Graeff, Timothy R., "Image Congruence Effects on Product Evaluations : The Role of Self‐Monitoring and Public", Private Consumption, 1996, pp.13(5), 481~499
  42. Gremler, Dwayne D., "Generating Positive Word-of-Mouth Communication through Customer-Employee Relationships", International Journal of Service Industry Management, 12(1), pp.44~59 (2001)
  43. Grubb, Edward L., "Consumer Self-Concept, Symbolism and Market Behavior : A Theoretical Approach", Journal of Marketing, 31(4), pp.22~27 (1967)
  44. Hartline, Michael D., "Employee Performance Cues in a Hotel Service Environment : Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions", Journal of Business Research, 35(3), pp.207~215 (1996)
  45. Hennig-Thurau. Thorsten., "Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality", Journal of Service Research, 4(3), pp.230~247 (2004)
  46. Holmes, John H., "Product Sampling and Word of Mouth", Journal of Advertising Research, 17(5), pp.35~40 (1977)
  47. Jamal, Ahmad, "Exploring the Effect of Self-Image Congruence and Brand Preference on Satisfaction: The Role of Expertise", Journal of Marketing Management, 23(7-8), pp.613~629 (2007)
  48. Jones, S. C., "Self-and Interpersonal Evaluations : Esteem Theories versus Consistency Theories", Psychological Bulletin, 79(3), pp.185~199 (1973)
  49. Katz, Elihu, "Personal Influence: The Part Played by People in the Flow of Mass Communication" (1955), The Free Press
  50. Keller, Kavin Lane, "Brand Synthesis : The Multidimensionality of Brand Knowledge", Journal of Consumer Research, 29(4), pp.595~600 (2003)
  51. Koole, S. L., "The Cessation of Rumination through Self-Affirmation", Journal of Personality and Social Psychology, 77(1), pp.111~125 (1999)
  52. Kressmann, F., "Direct and Indirect Effects of Self-Image Congruence on Brand Loyalty", Journal of Business Research, 59(9), pp.955~964 (2006)
  53. Landon Jr, E. Laird, "Self Concept, Ideal Self Concept., and Consumer Purchase Intentions", Journal of Consumer Research, 1(2), pp.44~51 (1974)
  54. Liu, Yong, "Word-of-Mouth for Movies : Its Dynamics and Impact on Box Office Revenue", Journal of Marketing, 70(3), pp.74~89 (2006)
  55. Morgan, Robert M., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
  56. Oliver, Richard L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17(4), pp.460~469 (1980)
  57. Pessemier, Edgar A., "A New Way to Determine Buying Decisions", Journal of Marketing, 24(2), pp.41~46 (1959)
  58. Piliavin, Jane Allyn., "Altruism : A Review of Recent Theory and Research", Annual Review of Sociology, 16, pp.27~65 (1990)
  59. Reichheld, F., "The Loyalty Effect" (1996), Harvard Business School Press
  60. Richins, Marsha L., "Negative Word-of-Mouth by Dissatisfied Consumers : A Pilot Study", Journal of Marketing, 47(1), pp.68~78 (1983)
  61. Shrauger, J. Sidney, "Responses to Evaluation as a Function of Initial Self-Perceptions", Psychological Bulletin, 82(4), pp.581~596 (1975)
  62. Sherman, David K., "The Psychology of Self-Defense : Self-Affirmation Theory", Advances in Experimental Social Psychology, 38, pp.183~242 (2006)
  63. Sirdeshmukh, Deepak, "Consumer Trust, Value, and Loyalty in Relational Exchanges", Journal of Marketing, 66(1), pp.15~37 (2002)
  64. Sirgy, M. J., "Self-Concept in Consumer Behavior : A Critical Review", Journal of Consumer Research, 9(3), pp.287~300 (1982)
  65. Sirgy, M. Joseph., "Retail Environment, Self-Congruity., and Retail Patronage : An Integrative Model and a Research Agenda", Journal of Business Research, 49(2), pp.127~138 (2000)
  66. Spencer, Steven J., "Maintaining One's Self-Image vis-a-vis Others : The Role of Self-Affirmation in the Social Evaluation of the Self", Motivation and Emotion, 25(1), pp.41~65 (2001)
  67. Steele, Claude M., "The Psychology of Self-Affirmation : Sustaining the Integrity of the Self", Advances in Experimental Social Psychology, 21, pp.261~302 (1988)
  68. Steele, Claude M., "Dissonance Processes as Self-Affirmation", Journal of Personality and Social Psychology, 45(1), pp.5~19 (1983)
  69. Swan, John E., "Postpurchase Communications by Consumers", Journal of Retailing, 65(4), pp.516~533 (1989)
  70. Sundaram, Dinesh S., "Word-of-Mouth Communication : A Motivational Snalysis", Advances in Consumer Research, 25(1), pp.527~531 (1998)
  71. Zeithaml, Valarie A., "The Nature and Determinants of Customer Expectations of Service", Journal of the Academy of Marketing Science, 21(1), pp.1~12 (1993)

관련 논문AI추천

자아 일치성과 기능적 일치성이 브랜드 마케팅 성과에 미치는 영향에 관한 연구 -항공 서비스의 전략적 시사점을 중심으로-김문섭, 이형탁한국항공경영학회 · 한국항공경영학회지2012 · 제10권 제1호발신자 및 수신자의 이미지 일치성에 따른 구전동기에 관한 연구김경호, 이형탁한국소비자학회 · 소비자학연구2016 · 제27권 제3호양면구전의 동기에 관한 탐색적 연구: 이기적 동기와 이타적 동기를 중심으로김경호, 이형탁한국전문경영인학회 · 전문경영인연구2016 · 제19권 제1호브랜드-자아이미지 일치성 결정요인이 브랜드 충성도에 미치는 영향: 자아 - 동기의 역할을 중심으로권민택, 최낙환한국소비자학회 · 소비자학연구2009 · 제20권 제2호일관성 욕구가 소비자의 구전 후 태도변화에 미치는 영향: 만족에 대한 귀인과 추천보상의 역할류강석, 박기경한국소비자학회 · 소비자학연구2016 · 제27권 제3호온라인 구전(e-WOM)에서 자기해석(Self Construal)이 제품에 대한 태도와 구전의도에 미치는 효과안은미, 이병관한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2010 · 제11권 제4호

이 간행물의 다른 논문 (13건)

경영자소유지분이 부채만기와 대리인비용에 미치는 영향최영목pp. 1-22기업의 사회적 책임이 기업에 대한 신뢰 및 평판과 고객충성도에 미치는 영향: 소비자의 윤리적 의식의 조절효과를 중심으로곽교, 권영철pp. 23-42제조업체의 마케팅정책 및 대리점 담당 영업사원의 활동이 대리점주의 만족도에 미치는 영향에 관한 연구박찬욱, 김동현, 조아라pp. 43-71한국 기업의 기업지배구조와 사회공헌활동신형덕, 이남령, 박지현pp. 73-91고용 형태와 정서적 몰입의 관계: 조직 공정성 지각의 조절 효과최은정, 권기욱pp. 93-115
원문 보기