다단계판매에서의 구전내용,구전방향, 전달자 특성이 수시자의 구전행동에 미치는 영향
The Effects of Words of Mouth Content, Information Direction and Sender's Characteristics on Consumer's Words of Mouth Behavior in Multi Level Marketing
0
조회
0
다운로드
7
인용
0
참고문헌
초록
Abstract
This study intent to verify the influencing factors on the customers' words of mouth communication after selecting stores. The variables of the properties of the Words of Mouth communication are presupposed like these; a WOM content, a WOM direction and sender's characteristics. The results are following from 240 survey samples; First, between product new and incentive program in WOM content factor, incentive program is more influence to consumer's words of mouth(WOM) communication. Second, between negative information and positive information in WOM direction factor, negative information is more influence to consumer's WOM. Third, between sender innovativeness and market maven in sender's characteristics, market maven is more influence to consumer's WOM. Finally, This study certifies that the sender's factors are the more important among variables that influence Multi Level Marketing and WOM
참고문헌 (25)
- "공정거래위원회고시", (10) (2002), 공정거래위원회고시
- "정보특성과 상황특성이 구전효과에 미치는 영향" (1995)
- "소매업체에 대한 口傳 (WOM) 내용과 구전방향", pp.37~52 (1999), 한국유통정보학회
- "방문판매에 관한법률 및 시행령개정에 따른 업계간의 관계정립’" (2002), 유통발전연구회
- "다단계판매의 현실과 발전방안" (2003)
- "‘단계판매의 유통현황과 발전방안", pp.56~69 (2003), 한국창업정보학회
- "한국다단계마케팅의 실태와 발전방안" (1998)
- "국내다단계판매의 문제점과 개선방안" (2003), 대한상공회의소
- "중소유통업 실태조사" (2002), 대한상공회의소
- "評判が 市場な創る｣"
- "Consumer Complaing and Word of Mouth Activities Advances in Consumer Research", 16, pp.916~ (1989)
- "How Word of Mouth Advertising Works", (v-dec), pp.147157~ (1966)
- "A Diffuser of Marketplace Information Journal of Marketing", pp.8397~ (1987)
- "Overlap of Opinion Leadership Across Consumer Product Categories Journal of Marketing Research", pp.4350~ (1970)
- "The Impact of TV Advertising versus Word of Mouth on the Image of Lawyers Journal of Advertising", 12(4), pp.4249~ (1983)
- "An Attribution Explanation of the Dispropotionate Influence of Unfavorable Information Journal of Consumer Research", pp.301310~ (1982)
- "Deteminants of Word of Mouth Communication During Product Consumption Advances in Consumer Research", 19, pp.579583~ (1992)
- "The Role of Involvement and Opinion Leadership in Consomer Word of Mouth Advances in Consumer Research", 15, pp.3236~ (1987)
- "Word of Mouth as an Expression of Product Dissatisfaction International Fare in Consumer Satisfaction and Complaining Behavior", pp.100104~ (1982)
- "The Temporal Context of Product Involvement Journal of Consumer Research", pp.280285~ (1986)
- "Types and Amount of Word of Mouth Communications About Retailers Journal of Retailing", 63 pp.260∼277. (1987)
- "Diffsion of Innovations" (1983), The Free Press
- "Market Pitching and The Ethnography of Peaking Advances in Consumer Research", 15, pp.543547~ (1988)
- "Status Shifts to Peer Influence", pp.~10
- "Word of Mouth Marketing" (1991)