논문KCI 등재
구전: 사회적 관계 및 제품유형의 조절효과
Words of Mouth: Moderating Effects of Social Relationship and Product Type
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
주제분류경영학
초록
기존연구에서 바이럴 마케팅의 가장 효과적인 전략은 파종 프로그램(seeding programs)이라는데 대부분 학자들이 동의하고 있으나 파종프로그램의 수단 즉 구전의 유형과 어떤 대상, 상품 유형에 효과적인가에 관한 연구는 없었다. 본 연구에서는 파종 프로그램을 전파하는 수단인 구전을 말에 의한 수단과 문자에 의한 수단으로 구분하고 내집단과 외집단을 대상으로 분리하여 실용재와 쾌락재를 표적으로 했을 때 소비자 선호를 중심으로 연구하였다. 연구결과, 메시지 자체만을 전달하는 문자 구전에 비해 몸짓 언어를 포함하고 정서전달이 용이하며 면대면의 속성을 가진 말에 의한 구전의 효과가 높았으며 외집단 보다는 내집단일 때 효과가 높았다. 한편 내집단 구성원 대상으로 쾌락재를 말에 의한 구전으로 전달할 경우 가장 큰 긍정적 효과가 나타났으나 외집단, 실용재, 문자에 의한 속성 반영시 긍정적 효과가 희석되었다.
Abstract
In previous studies, Most scholars agreed that most effective strategy of Viral marketing is Seeding Programs. But, There were no studies on the type of WOM as a means of seeding program, type of social relationship and products as effective means. In this study, WOM. as a means to spread the seeding program was divided by oral and written. When in-group and out-group to distinguish between social relationships, hedonic and utilitarian to distinguish between product, consumer preferences were studied. As a result of study, Oral WOM is effective Including sign language, compared to only characters that written WOM. And in-group effect was higher than out-group. The greatest effect was observed when in-group, hedonic product, for oral WOM. But, The effect has been diluted by out-group, utilitarian product, written WOM.
참고문헌 (49)
- 강은미, "의복충동구매행동의 영향변수에 관한 연구 : 상황변수, 제품소비가치 및 소비자 변수를 중심으로", 석사, 전공학과, pp.2000
- 마광수, "카타르시스란 무엇인가" (1997), 철학과 현실사
- 박경희, "심리극이 비행경향성 아동의 자기조절능력에 미치는 효과", 석사, 상담심리(교육대학원), pp.2008
- 안길상, "충동구매의 조절변수로서 소비자 심리적 특성의 평가", 한국마케팅학회 2001년 추계학술대회 자료집 (2001)
- Ashforth B. E., "How Can You Do It? : Dirty Work and the Challenge of Constructing a Positive Identity", Academy of Management Review, 24, pp.413~434 (1999)
- Babin, Barry J., "Work and", or Fun: Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20, 644~656
- Bampo, Mauro Ewing, "The Effects of Tthe Social Structure of Digital Networks on Viral Marketing Performance", ~ (2008)
- Barak Libai, "Decomposing the Value of Word of Mouth Seeding Programs: Acceleration vs. Expansion", Journal of Marketing Research, 50(2), pp.161~176 (2013)
- Batra R., "Measuring The Hedonic and Utilitarian Sources of Consumer Attitudes", Marketing Letters, 2, pp.159~170 (1990)
- Birdwhistell R., "Kinetics Incontext" (1970), University of Pennsylvania Press
- Brewer M. B., "The Social Self: On Being The Same and Different at The Same Time", Personality and Social Psychology Bulletin, 17, pp.475~482 (1991)
- Cindy Chan, "Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives", Journal of Consumer Research (2012)
- Desi Ambar Prawono, "Impact of Customer’s Impulsivity and Marketing Cues to Purchase Decision of Beverage Product Category", Indonesia Journal of Economics and Behavioral Studies, 5, pp.553~561 (2013)
- Duval T. S., "Effects of Self-focus, Discrepancy between Self and Standard, and Outcome Expectancy Favorability on the Tendency to Match Self to Standard or to Withdraw", Journal of Personality and Social Psychology, 62, pp.340~348 (1992)
- Goldenson R. M., "Longman Dictionary of Psychology and Psychiatry" (1984), Longman
- Haubl, Gerald Popkowski, "The effects of minimum prices on value judgments in auctions" (2001), School of Business University of Alberta
- Haubl G., "Preference Construction and Persistence in Digital Marketplaces: The Role of Electronic Recommendation Agents", Journal of Consumer Psychology, 13, pp.75~91 (2003)
- Hewstone M., "Intergroup Bias", Annual Review of Psychology, 53, pp.575~604 (2002)
- Hirschman E. C., "Hedonic Consumption : Emerging Concepts, Methods, and Propositions", Journal of Marketing, 46(2), pp.92~101 (1982)
- Jonah Berger Raghuram, "Communication Channels and Word of Mouth", Journal of consumer rearch, 40 (2013)
- Kalyanam K. S., "Adaptive Experimentation in Interactive Marketing : The Case of Viral Marketing at Plaxo", Journal of Interactive Marketing, 21(3), pp.72~85 (2007)
- Kleck R., "Congruence Between the Indicative and Communicative Functions of Eye Contact in Interpersonal Eelations", British Journal of Socialand Clinical Psychology, 7, pp.241~246 (1968)
- Kleinke C. L., "Gazeand Eye Contact", A research review, 100, pp.78~100 (1986)
- Lazarus, A. A., "How certain boundaries and ethics diminish therapeutic effectiveness", Ethics and Behavior, 4, pp.255~261 (1994)
- Lehmann, R. Donald, "When Giving Some Away Makes Sense to Jump-start the Diffusion Process", Marketing Lett, 17, pp.243~254 (2006)
- Liu-Thompkins Yuping, "Seeding Viral Content: Lessons from the Diffusion of Online Videos", Journal of Advertising Research, 52(4), pp.465~478 (2012)
- Major B., "In-group vs. Out-group Comparisons and Self-esteem", Personality and Social Psychology Bulletin, 19, pp.711~721 (1993)
- Martin, Brett A. S., "A Stranger’s Touch: Effects of Accidental Interpersonal Touch on Consumer Evaluations and Shopping Time", Journal of Consumer Research, 39, pp.174~184 (2012)
- Matthew J. Sweet, "Society for Leukocyte Biology", Journal Journal of leukocyte, pp.8~26 (1996)
- Mehrabian A., "Silent Messages : Implicit Communication of Emotions and Attitudes", ~ (1971)
- Michael Trusov, E., "Effects of Word-of-Mouth vs. Traditional Marketing : Findings from an Internet Social Networking Site", Journal of Marketing, 73, pp.90~102 (2009)
- Mor Regev, J., "Selective and Invariant Neural Responses to Spoken and Written Narratives", Journal of Neuroscience, 33(40), pp.15978~15988 (2013)
- Oliver Hinz, "Seeding Strategies for Viral Marketing: An Empirical Comparison", Journal of Marketing, 75(6), pp.55~71 (2011)
- Oliver R. L., "A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17(4), pp.460~469 (1980)
- Riek B. M., "Intergroup Threat and Outgroup Attitudes : A Meta-analytic Review", Personality and Social Psychology Review, 10, pp.336~353 (2006)
- Rook D. W., "Normative Influences on Impulsive Buying Behavior", Journal of Consumer Research, 22, pp.305~313 (1995)
- Rook D. W., "The Buying Impulse", Journal of Consumer Research, 14, pp.189~199 (1987)
- Salovey P., "The Differentiation of Social-Comparison Jealousy and Romantic Jealousy", Journal of Personality and Social Psychology, 50, pp.1100~1112 (1986)
- Stern H., "The Significance of Impulse Buying Today", Journal of Marketing, 26(3), pp.59~63 (1962)
- Strahilevitz M., "Donations to Charity as Purchase Incentives : How Well They Work May Depend on What You Are Trying to Sell", Journal of Consumer Research, 24(3), pp.434~446 (1998)
- An Integrative Theory of Intergroup Conflict, "Tajfel H.", The Social Psychology of Intergroup Relations, ~ (1979)
- Some Effects of Self-evaluation Maintenance on Cognition and Action, "Tesser A.", Foundations of social behavior, ~ (1986)
- To Wards a self-evaluation Maintenance Model of Social Behavior, "Tesser A.", Advances in experimental social psychology, ~ (1988)
- Emotion in Social Comparison and Reflection Processes, "Tesser, A.", Contemporary The Ory and Research, ~ (1991)
- Turner J. C., "Rediscovering the Social Group" (1987), Blackwell
- van Atteveldt N, "Integration of Letters and Speech Sounds in The Human Brain", Neuron, 43(2), pp.271~282 (2004)
- The Bright Side of a Deadly Sin, "Van de Ven N.", The Psychology of Envy, ~ (2009)
- Vatiero, Massimiliano, "The Institutional Microeconomics of Positional Goods" (2011), Stanford University
- Wolman, B., "Dictionary of Behavioral Science", ~ (1973)
관련 논문AI추천
메시지 유형이 발신자의 구전의도에 미치는 효과채령, 박혜경, 전성률한국소비자학회 · 소비자학연구2015 · 제26권 제5호부정적 구전정보의 유형에 따른 구전효과의 차이에 관한 연구박현진, 전성률한국소비자학회 · 소비자학연구2003 · 제14권 제4호온라인 구전과 오프라인 구전에 대한 소비자의 인식 차이에 관한 탐색적 연구고한준, 전혜경한국OOH광고학회 · OOH광고학연구2021 · 제18권 제1호제품 관련 온라인 구전(e-WOM)의 효과: 방향성, 유용성, 상호작용 성향(IR)의 역할도선재, 이진희, 황장선한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2011 · 제12권 제2호온·오프라인 환경에서 소비자 구전 민감도의 개념화와 관련 변인과의 상대적 영향에 관한 연구이은경, 전중옥한국소비자원 · 소비자문제연구2025 · 제56권 제1호유대강도에 따른 정보방향성과 정보유형이 구전의도에 미치는 영향김재휘, 김지호, 안은미한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2006 · 제7권 제1호