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사회적 네트워크상에서 선호유사성이 구매에 미치는 영향

The Influence of Preference Similarity on Purchase Behavior in Social Network

한상만|조웅현|김윤식
한국소비자학회 (Korean Society Of Consumer Studies)|2012.06|소비자학연구 (Journal of Consumer Studies)|제23권 제2호|pp. 329-349|DOI http://dx.doi.org/

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참고문헌

키워드

Purchase Behavior구매행동(purchase behavior)Social Identification선호유사성(preference similarity)영향자(influentials)사회적 일체감(social identification)자기표현이론(self presentation theory)Preference SimilarityInfluentialsSelf Presentation Theory
주제분류경제학

초록

소비자들은 준거집단을 통해 사회적 관계를 맺으며, 자신과 같은 준거집단에 속한 사회적 영향자(influentials)나친한 이웃의 행동양식을 자신의 그것과 비교하고 모방함으로써, 자신의 행동을 준거집단의 행동양식과 일치시키려는 사회적 일체감(social identification)을 가지고 있다. 따라서 선호를 기반으로 한 소비자들의 사회적 상호작용이 늘어나는 오늘날, 다른 소비자의 구매에 영향을 미치는 사회적 네트워크의 영향자나 관계강도가 높은 친한 이웃의 영향력을 새로운 관점에서 접근할 필요가 있다. 이에 본 연구는 사회적 네트워크를 고려한 선호유사성을 측정하고, 사회적 네트워크의 영향자와 관계강도가 높은친한 이웃에 대한 선호유사성의 상대적인 영향력, 친한 이웃의 특정 제품 구매에 대한 영향력을 검증하였다. 연구결과, 소비자의 구매는 선호유사성이 높은 친한 이웃의 구매보다 선호유사성이 높은 영향자의 구매와 더 큰 연관성을가지고 있는 것으로 나타났으며(연구1), 친한 이웃과는 오히려 차별적인 구매를 하는 것(연구2)으로 나타났다. 다시 말해 사회적 네트워크에서의 소비자 구매는 영향자와 유사한 구매행동을 보이는 사회적 일체감을 높이는 행위와, 친한 이웃과 구분되는 개인의 정체성을 표현하려는 행위가 동시에 나타나고 있음을 밝힌 것이 본 연구의 시사점이다.

Abstract

Consumers have a tendency of social identification which is a conformation process between behaviors of influentials or neighbors in a direct tie(hereafter familiar neighbors), and his/her behavior. In this paper, we need to investigate the influences of influentials or familiar neighbors,on consumers’ purchase behaviors. So we measured preference similarity in social network, and analyzed the relative influences of influentials and familiar neighbors. We used a data set from a Korean SNS. The data set contains a network data of 5,522 people connected within a component (a unified network) in a period of six months from October, 2004,to March, 2005. The data set is classified into two periods (first period: October to December,2004, second period: January to March, 2005). In the study 1, we have selected the most popular top 30 music items during the first period,and we applied a binary logit model to conduct the analysis of whether choice index is significantly related with the preference similarity: of influentials or of familiar neighbors. As a result of the study 1 (Table 1), Goodness-of-fit of Model 3 (ρ2=.6728) reflecting both influentials and familiar neighbors is higher than the Base Model (ρ2=.0012) which does not include neither influentials nor familiar neighbors. In particular, the hit-ratio of choices in Model 3 is 64.15% which is much higher than that of Base Model (0.0%). This means that purchases of individuals are mostly influenced by social influentials. However, comparison of Model 1 and Model 2 shows that standardized estimate of WINFil was 1.6819 in Model 1, which is much higher than standardized estimate of WSTRil in Model 2 (.2605). This implies that purchases of individuals are related with what influentials have bought in the social network. Especially, as for the Goodness-of-fit and Hit-ratio of choices, it turned out to be .6689 and 63.78% in Model 1 respectively, which is higher than those of Model 2, .0835 and 0.10%. In the study 2, we divided the period into two groups. In study 2, only 28 music items sold for more than 50 times throughout first and second periods were selected for the study.The results of study 2 are given in Table 2. Goodness-of-fit (ρ2) was turned out to be .8561and .8797 (respectively, in the first and the second period), and the Hit-ratios of choices were 78.59% and 79.40% respectively. Independent variable WINFil has all positively influenced the dependent variable in both periods, but STRSHil shoews negative influence on the dependent variable. The results of study 2 are consistent with those of study 1. Individuals tend to purchase what influentials with high purchase similarity with them in the social network have bought. However, they tend to aviod what their familiar neighbors have bought. Such a tendency for not willing to purchase what familiar neighbors have bought is regarded as a desire to make themselves differentiated from familiar neighbors to show their uniqueness

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